Book Example: 'Toteism' ' Products whose only meaning derives from a re-hash of mythological elements already present in society, develop such an aura of significance that they tell something about their buyers and actually sell directly to them' (Williamson, 45). Differentiation 'The first function of an advertisement is to create a differentiation between one particular product and others in the same category' (Williamson) Book Example: 'The Natural' 'If what is socially acceptable is called 'natural', and what is socially unacceptable, 'unnatural', it is clear that social values are simply being hammered into nature, as onto a carbon copy, which may then be produced to ratify the original' (Williamson, 124). Although the book was originally published in 1978 it has been republished 17 times since the information is always relevant to the world of advertising and human behavior. She gives these examples in order to show the pattern that advertising has been successfully running on for decades. Williamson supports this theory by showing visible examples of advertisements from around the world. Summary Decoding Advertising by Judith Williamson is a book that explores the theory that advertising has no meaning.
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