A fascinating account of how the admen achieve their effects.?Stuart Hood This book sets out not simply to criticize advertisements on the grounds of dishonesty and exploitation, but to examine in detail, through over a hundred illustrations, their undoubted attractiveness and appeal. The overt economic function of this appeal is to make us buy things. Its ideological function, however, is to involve us as 'individuals' in perpetuating the ideas which endorse the economic basis of our society. If it is economic conditions which make ideology necessary, it is ideology which makes those conditions "seem" necessary. If society is to be changed, this vicious circle of "necessity" and ideas must be broken. "Decoding Advertisements" is an attempt to undo one link in the chain which we ourselves help to forge, in our acceptance not only of the images and values of advertising, but of the 'transparent' forms and structures in which they are embodied. It provides not an "answer," but a "set of tools" which we can use to alter our own perceptions of one of society's subtlest and most complex forms of propaganda. Other books by Judith Williamson published by Marion Boyars are "Consuming Passions: the Dynamics of Popular Culture" and "Deadline at Dawn: Film Criticism 1980-1990."
具體描述
讀後感
評分
評分
評分
評分
用戶評價
每次被文中的話擊中都會忍不住笑齣來。用例很老，但現在仍值得藉鑒的論點很多。將廣告一層一層剖開，分析得很細很淺顯，讀起來不費腦，看得很飽很幸福。
评分過於細分過於學術
评分每次被文中的話擊中都會忍不住笑齣來。用例很老，但現在仍值得藉鑒的論點很多。將廣告一層一層剖開，分析得很細很淺顯，讀起來不費腦，看得很飽很幸福。
评分廣告意識形態碎碎念，充滿inspiration但看完之後又覺得沒得到想象中那麼多的乾貨。一句話來迴說。符號學研究好像都這樣。一句話說一本書。
评分淺顯易懂。隻是例子比較老瞭。 作為廣告以及符號學的入門是非常好的書。
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