TY  - GEN
AU  - Williamson, Judith
TI  - Decoding advertisements: Ideology and meaning in advertising
T2  - Ideas in progress
SN  - 978-0714526157
U1  - 659.1019 
PY  - 2010///
CY  - London
PB  - Marion Boyars
KW  - advertising
KW  - advertising Psychological aspects
KW  - graphic communication, media studies
N1  - 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

ER  -