Decoding advertisements: ideology and meaning in advertising
"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 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 very economic base of our society. If it is economic conditions which make ideology necessary, it is ideology which makes those conditions seem necessary."--BOOK JACKET.
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CONTENTS Preface to the Fourth Impression
PART ONE AdvertisingWork
Chapter Two Signs Address Somebody
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