10
* Judith Williamson,
“Descodificando
anuncios”
Liz Weis
‘Publicado por primera vez en 1978, Descodificando Anunciés (Deco-
ding Advertisements), subtitulado “Ideologfa y significado en !a publici-
dad”, explora la atraccién que ejerce ia publicidad y analiza las maneras
como los anuncios asumen significado. Fund4ndose en la obra de Saussure
y de Barthes, el interés de Judith Williamson no se centraba en lo que los
anuncios’significan, sino-en cémo significan. Le importaba forjar nexos
‘anal iticos’entre’e] marxismo y una-critica del capitalismo, por un lado, y
los, métodos: estructuralistas.de andlisis, por el-otro. El libro aparecié
situado dentro de la serie Ideas in Progress publicada por Marion Boyars.
Llegé a sobresalir muy pronto y en 1982 ya estaba en su cuarta edicién,
En su prefacio a Ja edicién original del libro Williamson usa la metéfora
del manval para el mantenimiento de un motor, sugiriendo que lo que ella
tenfa para ofrecer son los instrumentos para desmantelar la imaginerfa
publicitaria. El propSsito de tal deeconctmactiéa oc, dosds luego, ct de
comprender mejor los procesos ideol6gicos por los cuales la publicidad
:no.s6lofunciona econémicamiente para vender productos sino que también
tefuerza los discursos sociales, politicos y econémicos del de'mercado global, estrategias y-contextos de marketing, y para las disc
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