Deconstruction “To deconstruct is to take apart, to undo, in order to seek out and display the assumptions of a text” (…) “Deconstruction seeks to expose the blind spots of texts, the unacknowledged assumptions upon which they operate” (Barker; 47).
Open / Unpack texts
Dissect their assumptions
Explore what they say and what they omit
A. Why? - Theory
A. Why? – RECAP 1 Messages are constructed / coded in specific ways Representations not reality itself look like reality Every choice is political
D. Hands-on Analysis - 1 Young white people Slim bodies Happy faces Bright colours Bodies floating Denoted Signified Connoted Signified Beauty A relaxed way of life - freedom Coolness Friendliness Wealth Eye contact with viewer Idea of ‘us’ Join us Lighting – bright light Happiness - playfulness
D. Hands-on Analysis - 2 Complete family Family togetherness No eye contact ‘ They’ are having fun Bright light +Yellow Warmth – sunny day - happiness Body postures / facial expressions More happiness Orange juice + fresh fruit A healthy lifestyle – well being Denoted Signified Connoted Signified
D. Hands-on Analysis - 3 Denoted Signified Connoted Signified Warm colours (foreground) Warmth – coziness (inside) Cold colours (background) Harshness (outside) Body posture – facial expressions Romance – love making No eye contact Viewer peeping through window Lighting: shadows – soft light Sense of intimacy
D. Hands-on Analysis - 4 Denoted Signified Connoted Signified Neutral colours Scientific objectivity Needle + white marks on woman’s face It’s like undergoing plastic surgery Lots of verbal language Leaflet - medicine Eye contact Inclusion: ‘I know how you feel when you look at yourself in the mirror but… … you can be like me!’ Anti age Cream Eternal youth Beauty Happiness & Success
D. Hands-on Analysis - 5 Denoted Signified Connoted Signified RED Love Passion Apple Temptation Eve – Sin - SEX Body posture – facial expression She’s loving it! Waiting for her male partner Eye contact 1. Female Viewer: you can be as sexy as I am 2. Male Viewer: you can have me if you buy HER Caro Cuore
D. Hands-on Analysis - Ideas Article Rubric: Write an article for an international student magazine discussing how advertising influences people’s decisions and behaviour in today’s globalised society. Paragraph Plan: Intro ‘Have you ever…?’ Main body: P1 We forget ads are just representations of reality We associate a car/trainers with masculinity/coolness P2 Ads appeal to our emotions We want to fit in/be accepted by our family and friends Conclusion: Advertising is influential We need to be alert to distinguish between the product we want and the values transmitted in the ads
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