By Judith Williamson
Judith Williamson doesn't easily criticize ads at the grounds of dishonesty and exploitation, yet examines intimately, via over 100 illustrations, their undoubted acceptance and attraction. The overt fiscal functionality of this charm is to make us purchase issues. Its ideological functionality is to contain us as 'individuals' in perpetuating the guidelines which advise the commercial foundation of our society. If financial stipulations are those that make ideology important, it's ideology which makes these stipulations appear beneficial. which will switch society, the vicious circle of 'necessity' and concepts needs to be damaged. deciphering ads is an try to forge, in our reputation not just of the photographs and values of advertisements, yet of the 'transparent' kinds and constructions within which they're embodied. It presents a 'set of tools' which we will use to change our personal pereptions of 1 society's subtlest and most complicated types of propoganda.
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Extra info for Decoding Advertisements
Consider fabrics, for example, and related categories such as laundry detergents. Fabrics hold meaning for women because, from jeans to sheets, they are filled with emotions, stories, feelings, and memories. Fabrics also allow them to express their personalities and assert their identities. These are significant considerations for brands operating in the category. In a similar vein, from a maternal perspective, whiter-than-white whites have traditionally been the benchmark when it comes to cleaning kids’ clothes.
What consumer would think, I want a car that runs deep? ” Let’s see, you might suppose a consumer would think. There are cars that run shallow, and there are cars that run deep. Does this make any sense to you? Of course, not! And it doesn’t make any sense to the average automobile prospect. On the other hand, there’s BMW. First imported into the American market from Germany in 1962, BMW went sideways for 6 Al Ries years. Like many automobile brands, BMW tried to appeal to a wide range of consumers.
8 Al Ries A research firm once measured the leading brands in 25 different categories in the American market in the year 1923. Of those 25 brands, 18 are still the leaders in their categories today. Perhaps you will recognize some of these brands: Swift, Nabisco, Gold Medal, Coca-Cola, Life Savers, Campbell’s, Del Monte, SherwinWilliams, Crisco, Carnation, Lipton, Goodyear, Wrigley’s, Gillette, Palmolive, Hershey’s, Singer, and Colgate. How do you get to be the leader? The best and easiest way is to be the first brand in the category.
Decoding Advertisements by Judith Williamson