Encoded Life – Advertising

Author: Liu Li
Publisher:
Publish Date: 2004-08-01
Features: Modern people are constantly surrounded and dominated by advertising. This book adopts a theoretical perspective of mass culture studies to classify and summarize the ever-changing advertisements in a structuralist style. It analyzes and critiques the images and emotions of celebrities, the middle class, the common people, and other issues such as youth, gender, and advertising slogans. The purpose is not only to discover the encoding patterns of advertising but also to explore the underlying motivations hidden behind the text.