资源描述：
《读书笔记 Decoding Advertisements》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、Decodingadvertisements:IdeologyandmeaninginadvertisingbyJudithWilliamsonP12advertisingsetsupconnectionsbetweencertaintypesofconsumersandcertainproductsandhavingmadetheselinksandcreatedsymbolsofexchangeitcanbeusethemas‘given’P17Thesignconsistsofsignifier,thematerial
2、object,andthesignified.P18Signifiersarethings,whileformisinvisible;signifiedsareideas,whilecontentimpliesmateriality.P18Therearethreecrucialpointshere.Inthefirstplacethis‘meaningofthesignifier’involvesacorrelationoftwothings:thesignificanceofone(jetty)istransferred
3、totheother(tyre).Thiscorrelationisnon-sequential;thetwothingsarelinkednotbythelineofanargumentoranarrativebutbytheirplaceinapicture,byitsformalstructure.Inthesecondplacethis‘transferenceofsignificance’doesnotexistascompletedinthead,butrequiresustomaketheconnection;
4、itisnowherestatedthatthetyreisasstrongasthejetty,thereforethismeaningdoesnotexistuntilwecompletethetransferenceourselves.Inthethirdplace,thetransferenceisbasedonthefactthatthefirstobject(jetty)hasasignificancetobetransferred.Theadvertisementdoesnotcreatemeaninginit
5、iallybutinvitesustomakeatransactionwherebyitispassedfromonethingtoanother.Asystemofmeaningmustalreadyexist,inwhichjettiesareseenasstrong,andthissystemisexteriortothead-whichsimplyreferstoit,usingonofitscomponentsasacarrierofvalue(inthecaseofA1,strength,durability)-
6、i.e.Asacurrency.Thesystemwhichprovideadswiththisbasic‘meaning’material-agristofsignificancefortheadmill-arewhatIcall‘ReferentSystems’.Theyareclearlyideologicalsystemsanddrawtheirsignificancefromareasoutsideadvertising.P20SaussuresaysthatwiththewordH-O-R-S-E,whereth
7、econceptofhorseiswhatissignified,thereferentiswhatkicksyou.Thusthereferentalwaysmeanstheactualthingintherealworld,towhichawordorconceptpoints.Thereferentisexternaltothesign,whereasthesignifiedispartofthesign.(However,theexternal‘reality’referredtobythecollectionofs
8、ignsinanadvertisementisitselfamythologicalsystem,anothersetofsigns.ThesemythologiesIcallReferentSystems)P23Thisistheessenceofalladvertising:compo
