2020. 2. 12. 01:24ㆍ카테고리 없음
Judith Williamson does not simply criticize advertisements on the grounds of dishonesty and exploitation, but examines 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 is to involve us as 'individuals' in perpetuating the ideas which endorse the economic basis of our society. If economic conditions are the ones that make ideology necessary, it is ideology which makes those conditions seem necessary. In order to change society, the vicious circle of 'necessity. Read more.Rating:(not yet rated)Subjects.More like this. Judith Williamson does not simply criticize advertisements on the grounds of dishonesty and exploitation, but examines in detail, through over a hundred illustrations, their undoubted attractiveness and appeal.
Judith Williamson Decoding Advertisements Ebook Reader Pdf
The overt economic function of this appeal is to make us buy things. Its ideological function is to involve us as 'individuals' in perpetuating the ideas which endorse the economic basis of our society. If economic conditions are the ones that make ideology necessary, it is ideology which makes those conditions seem necessary. In order to change society, the vicious circle of 'necessity.
Continuing to look at the way meaning is conveyed through advertising, the tagline for this coconut water product in one poster is “ our plant is a plant”, referring to the source of the drink as being a naturally grown plant product. Vita Coco advertisement poster (2015) available at: (Accessed 20 February 2019)Williamson (1978) suggests that the image and obvious meaning require a further process in order to achieve the whole intended meaning. In this case we have the text referring to a plant, the image of a palm tree, the image of a tap, and the image of a carton etc.
In a “transference of significance” (Williamson) we connect the represented objects together to form an understanding that the tree is a coconut tree, that the coconut water comes from coconuts grown on the tree (and not the trunk or roots as depicted by the position of the tap), and that this fluid is then put into a carton somehow to create the product for us to drink.A dominant, oppositional or negotiated reading?When considering whether my reading of this advertisement is dominant, oppositional or negotiated, my response is a negotiating one. On one level I am in agreement that products from nature, without additives, are simple and healthy and often this is overlooked in the soft drinks market. On another, I am suspicious of the claim that there is nothing between tree and carton, as my prior knowledge includes the existence of shipping containers, bottling plants and large scale food processing plants; I know already that it is not as romantic or simple as draining water from a plant in on a tropical beach to mass produce these drinks.