具體描述
Judith Williamson is an academic who teaches media studies at UK universities. She is also a writer and critic and lives in London. She is the author of two other acclaimed books on culture and imagery, Consuming Passions: The Dynamics of Popular Culture (1986) and Deadline at Dawn: Film Criticism 1980-1990 (1993).
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."
用戶評價
##沒有經過理論訓練的我讀這本書其實是有一點睏難的，所以看得比較慢。這本書是買的實體書，因為是新書網上還沒有電子版，但是個人覺得非常值。對瞭解西馬也有很大的幫助。作者主要運用瞭心理學和符號學的理論來對廣告進行批判，書的內容大緻是先總寫此節的主題和主要運用的方法...
評分##沒有經過理論訓練的我讀這本書其實是有一點睏難的，所以看得比較慢。這本書是買的實體書，因為是新書網上還沒有電子版，但是個人覺得非常值。對瞭解西馬也有很大的幫助。作者主要運用瞭心理學和符號學的理論來對廣告進行批判，書的內容大緻是先總寫此節的主題和主要運用的方法...
評分##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。 廣告，廣而告知，為的是在不斷的重復中讓用戶加深對産品的印象，並且對某一産品有一個清晰的認知。而縱觀現在互聯網浪潮之下，廣告的形式也在不斷的改變和迭代創新，我們看到瞭各種各樣新穎的廣告方式，但萬變不離其宗，廣告的意識形態與意義都是本來的麵目。 在這本《解碼廣告...
評分##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。
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