Decoding advertisements: Ideology and meaning in advertising
Williamson, Judith
Decoding advertisements: Ideology and meaning in advertising - London: Marion Boyars, 2010. - vi, 180p., bib., 22 cm X 18 cm - Ideas in progress .
Recommended by: Kallol Das
Content:
PART ONE
Introduction : ' Meaning and Ideology
' Advertising - Work '
Chapter One A Currency of Signs
a . Differentiation 24
b . The Finished Connection: An ' Objective Correlative ' 29 c. Product as Signified
d . Product as Signifier 35
e . Product as Generator
f . Product as Currency 38
Chapter Two Signs Address Somebody
a . Currency Requires a Subject to Make an Exchange
b . ' Totemism ': Subject as Signified 45
c . Appellation and Individualism:
Individuals Constituted as Subjects 50
d . Divisions
e . Advertising and the ' Mirror - Phase ' 60
f . The Created Self
Chapter Three Signs for Deciphering: Hermeneutics
of trade or otherwise, be lent, re - sold, hired out or rm of binding or cover other than that in which it on being imposed on the subsequent purchaser.
rk has been asserted by her in accordance with the
PART TWO
a . Absence
b . Language 84
c . Calligraphy 91
' Ideological Castles ': Referent Systems
Chapter Four ' Cooking ' Nature
a . ' The Raw and the Cooked ':
Representations of Transformation
b . Science 110
c . ' Cooked ' Sex: ' Civilisation and Its Discontents '
Chapter Five Back to Nature
a . ' The Natural ' 123
b . Surrealism
c . The Ideology of the Natural
Chapter Six Magic
a . Alchemy
b . Spells
c . The Genie in the Lamp and the World in the Bottle d. The Crystal Ball / Magic Circle
Chapter Seven Time: Narrative and History
a . Time Past: Memory
b . Time Future: Desire
c . History
Chapter Eight Conclusions
978-0714526157
--advertising--advertising Psychological aspects--graphic communication, media studies
659.1019
Decoding advertisements: Ideology and meaning in advertising - London: Marion Boyars, 2010. - vi, 180p., bib., 22 cm X 18 cm - Ideas in progress .
Recommended by: Kallol Das
Content:
PART ONE
Introduction : ' Meaning and Ideology
' Advertising - Work '
Chapter One A Currency of Signs
a . Differentiation 24
b . The Finished Connection: An ' Objective Correlative ' 29 c. Product as Signified
d . Product as Signifier 35
e . Product as Generator
f . Product as Currency 38
Chapter Two Signs Address Somebody
a . Currency Requires a Subject to Make an Exchange
b . ' Totemism ': Subject as Signified 45
c . Appellation and Individualism:
Individuals Constituted as Subjects 50
d . Divisions
e . Advertising and the ' Mirror - Phase ' 60
f . The Created Self
Chapter Three Signs for Deciphering: Hermeneutics
of trade or otherwise, be lent, re - sold, hired out or rm of binding or cover other than that in which it on being imposed on the subsequent purchaser.
rk has been asserted by her in accordance with the
PART TWO
a . Absence
b . Language 84
c . Calligraphy 91
' Ideological Castles ': Referent Systems
Chapter Four ' Cooking ' Nature
a . ' The Raw and the Cooked ':
Representations of Transformation
b . Science 110
c . ' Cooked ' Sex: ' Civilisation and Its Discontents '
Chapter Five Back to Nature
a . ' The Natural ' 123
b . Surrealism
c . The Ideology of the Natural
Chapter Six Magic
a . Alchemy
b . Spells
c . The Genie in the Lamp and the World in the Bottle d. The Crystal Ball / Magic Circle
Chapter Seven Time: Narrative and History
a . Time Past: Memory
b . Time Future: Desire
c . History
Chapter Eight Conclusions
978-0714526157
--advertising--advertising Psychological aspects--graphic communication, media studies
659.1019