Key terms
- Signifier and Signified
- Symbolic, Iconic and Indexical
- Connotation and Denotation
- Paradigm and Syntagm
- Myth
- Intertextuality
- Binary Opposition (Will be revealed in the next post)
Guiding question to frame analysis
- What are the signifier, signified and symbol that appear in the advertisement?
- What are the connotative and denotative meanings of the signs that used in the advertisement?
- How is linguistic used in the advertisement?
- What language devices offer information or create some expect for emotional response?
- Does the advertisement exploit metaphor? Metonymy[1]? Repetition? Alliteration? Comparison? Contrast? Definitions?
- What evidence of myth can be found in the advertisement?
- What are the main visual images? How are they depict and what do they symbolize?
- What product or service is being advertised?
- What pragmatic strategies are being exploited?
- How is the consumer positioned in relation to the text? Are specific gender roles projected onto the consumer through the discourse of the advertisement?
Definition:
[1] This kind of sign is something associated with something else, that then represent that something else. Thus, in a postcard example baby associated with the notion of future, and the baby is thus a metronomic sign. (Rose, 2007)
References:
Taylor & Francis (2009). 'Language and Power: A Resource Book for Studens' pp.140-141 [Online] Available at: https://books.google.com.my/books?id=zZgRaxGfg6UC&printsec=frontcover#v=onepage&q&f=false [Accessed 22nd of June 2015]
Rose, G. (2007). 'Visual Methodologies: An Introduction to the Interpretation of Visual Materials' pp. 80-81 [Online] Available at: https://books.google.com.my/books?id=gnUPNcnYjcIC&printsec=frontcover#v=onepage&q&f=false [Accessed 20th of June 2015]
Sources & Futher Reading:
http://www.frankwbaker.com/checklist.htm
http://spot.colorado.edu/~moriarts/vissemiotics.html
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