Deconstructive analysis is a critical method that allows one to determine meaning from ambiguous situations, discover unintended meanings beneath surface-level interpretations, and gain fresh insight into the social and cultural contexts where images and objects circulate. It recognizes that meaning is not stable or singular and is influenced by context.

1. Deconstructive Analysis Critical method of looking and thinking that: Allows you to determine meaning when an image, object or situation is unfamiliar or ambiguous. Allows you to discover covert or unintentional meanings in addition to the overt meaning. Gives you fresh insight into the institutions and cultures in which the image circulates.

2. Deconstructive Analysis Critical method of looking and thinking that:

3. Deconstructive Analysis

4. Deconstructive Analysis Q: What is the name of the 10 th reindeer? Olive

5. Deconstructive Analysis Meaning is not stable. CONTEXT

6. Meaning is not singular. Deconstructive Analysis

7. Meaning is not singular. Deconstructive Analysis

8. Subliminal advertising Deconstructive Analysis

9. A beer can (or bottle) costs five times as much as the beer it holds. A potato chip bag, table syrup bottle, chewing gum wrapper or soft drink bottle cost twice as much as the foods they contain. A breakfast cereal package, soup can, frozen food box, baby food jar, or dessert box costs one-and-one-half times as much as the foods inside. (Associated Press, 20 September 1982; Department of Agriculture National Food Review, 7 July 1981). Deconstructive Analysis

10. Deconstructive Analysis