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His work had a great influence on many advertising researchers, one of them is Judith Williamson, who took a different approach to analyzing advertisements. She saw advertisments as ideological systems that create a different meaning each time they are are produced.
Williamson's work on Ideology and Meaning in Advertising is being called Decoding advertisements with a subtitle Ideas in progress. She constructed her piece with a synergy of many significant theories on authors like Althusser, Foucault, Gramschi thru Freud and Lacan, Levi-Strauss, Marx, Brecht, Sausseaure and others. Her theory therefore connects semiology, psychoanalysis and structuralism...
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