Reading ads socially pdf -

Advertisements saturate our social lives. We participate, daily, in deciphering advertising images and messages. Our ability to recognize and decipher the advertising images that confront us depends on our photographic literacy and our familiarity with the social logic of advertising and consumerism. Yet, because ads are so pervasive and our reading of them so routine, we tend to take for granted the deep social assumptions embedded in advertisements. We do not ordinarily recognize advertising as a sphere of ideology. .

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