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. If society is to be changed, this vicious circle of "necessity" and ideas must be broken. If it is economic conditions which make ideology necessary, it is ideology which makes those conditions seem necessary. Its ideological function, however, is to involve us as 'individuals' in perpetuating the ideas which endorse the economic basis of our society. The overt economic function of this appeal is to make us buy things. 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. A fascinating account of how the admen achieve their effects.?Stuart Hood
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