![]() In order to expose the ideological work of an ad, you must be able to make conscious the unconscious links the ad asks us to make in other words, you must be able to analyze the specific currency of signs and the particular transfers of meaning that subjects must enact in order for the ad to successfully complete its ideological work. The ad draws on existing referent systems- shared cultural codes, sign systems, and conceptual maps-to construct its meaning, and we in turn draw on these referents system to interpret and create the ad’s meaning. ![]() The currency of signs does not exist without our active and desiring minds that complete transactions, transfer meanings and values between signs. We create the meaning of the ad/ Currency of Signs: Our unconscious linking of products, images, and emotions produces the meaning of the ad. How Advertising/Ideology Works/Means through Subjects:įour processes discussed by Judith Williamson ![]() ![]() Students find the reading to be challenging, but I help them out a bit with this handout, which is my breakdown of her key points about advertising, subjects, and ideology. I’ve found Judith Williamson’s Decoding Advertisements incredibly useful for introducing students to semiotics, ideology and subjectivity, as well as the critical study of advertising. ![]()
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