Seeing Ourselves: An Analysis of Ideology and Fantasy in Popular Advertising

Looking at yourself: Analysis of ideology and fantasies in bulk advertising In the advertising industry of contemporary Western society, consumers may become numb due to excessive saturation. Advertising spans all forms of media, and independent critic Judith Williamson intentionally reflects our own human reality (Lord, 263). Advertising becomes a consumer's natural presence and overwhelms us before we stop trying to understand and decipher the images and slogans we presented to us. In "Rhetoric of video", Critic Roland Bart uses a specific advertisement image as an anatomical model for systematically extracting the meaning of the culture code.

William O'Barr (1994) argues that in his study of images of foreigners, ideological analysis of advertising needs to deal with what is called "secondary discourse" in advertisements . In contrast to the main discourse relating to the specific quality of advertising products, secondary discourse is those thoughts about social relationships embedded in advertisements. From this point of view, the ideology of advertising images can be found in the way that images communicate information about social life while trying to advertise specific products. The background, the environment, the characteristics of the main participants, and the interaction among the participants in the advertisement are the core of these secondary discourses.

Williamso 9n (1978) noted that "Advertising requires us to participate in an ideological way to see ourselves and the world," Eagleton (1991, p. 9) pioneered ideology as "pure "Discourse" is defined as. It focuses on the actual use of the language between specific human subjects to produce unique effects. He believes that it is not possible to determine the state of the ideology solely, ie it can only investigate the background of the discourse. Hodge and Kress (1993, p.212) argues that ideology is a meaningful structure that can not be separated from the practice of setting, setting practice itself is a meaningful structure. Therefore, in order to better understand the role of advertisements in modern society, it is important to understand how organizations are organized to build specific reality, meaning of advertising discourse, and why this image is like this It is necessary to investigate.

Many analyzes were done on various ideological models. Some people explain this analysis as a study of meta-ideology, the structure, form, and performance of ideology. Recent analyzes tend to think that ideology is a coherent ideology that depends on some basic assumptions about reality. Through a subjective and continuous selection made by people as a species to further think about growth, thinking becomes an ideology (ie it becomes a coherent and repetitive pattern). According to a recent analysis, the ideology is neither correct nor correct. Ideological believers from passive acceptance to enthusiastic support for true faith