communication used to encourage, persuade, or manipulate an audience to take or continue to take some action. In newspapers On TV Before movies. Billboards. Radio. Clothes. Where do we see it? Catalogues. Infomercials. Online (Facebook/Youtube) Sky writing. Car stickers. Understand how media effects us.
Be better media consumers.
Understand how gender, beauty and sexual stereotypes are formed. Importance for Sociology? Analysing Advertising: Within an advertisement we want to look for the Signifier: The physical form.
And link it to the
Signified: The meaning of the signifier Key Concepts: Signifier = Alcoholic Drink: Fun. Friendship. Party. Good time. Relaxation. Signified? Signifier = Mercedes Logo:
Car Wealth Luxury Prestige Status Signifier? *IMPORTANT: There is no one answer for advertising. Instead we can only make educated guesses which are more likely and less likely. Cultural Knowledge What previous knowledge do we need to make sense of this advertising? Colours What emotions do you associate? What brands do you associate? Context? Where did you find this advertisement? What does this tell us? People: Celebrity? Expression? Themes? Sociological Attitudes and Assumptions:
What social norms are reflected? (e.g. gender) Analyse the following advertisement using:
Cultural knowledge Previous understandings? Colour Associations? Context Who would read? People Celebrity? Stereotypes? Themes Story? Mood? Attitudes and Assumptions Gender? Effectiveness - Why/Why not?
What is the Signifier and Signified for each? ACTIVITY: Find and Advertisement Online + Present Findings to Class. Individually, find your own advertisement to analyse. Use the concepts and headings from these slides as the basis for your analysis. You will present your findings to a small group.
*Look For: An advertisement that is mostly image-based.
*Remember: There is no right answer - depends on personal view. Make an educated guess!
Assessment: Criterion 2: communicate ideas and information Criterion 4: use evidence to support sociological and psychological viewpoints.