HEJ 231 Lecture Notes - Lecture 4: Transmedia Storytelling, Culture Jamming, Metonymy
30 Jun 2018
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Journalism week 4: Metaphor
- colour connection: colour as a signifier, linking the person in the ad to the
fragrance
- metaphor isn’t just about beauty and fame
- host of qualities associated with the people and the product
- transfers meaning from the person and the fragrance
ooften appears completely natural
oholding up two things that have the same meaning
owhen in actual fact only one thing has the particular meaning
- metaphor important in fragrance ads, hard to depict scent in a visual sort of
way, and so borrows meaning from something else
- through metaphors these qualities are attached to the product
- using signifiers of naturalness
- in order to make sense of ads we need to do something else; what is outside
the frame
omentally complete a bigger picture using the fragments we have in the
ads
Metonymy:
- when a part of something is used to signify the whole
- in images metonomy allows us to assume that the fragment that we see is part
of a certain bigger picture
- allows us to communicate ideas clearly
- two ways of discussing this:
oWhen parts of a person, object, landscape signify the whole
Don’t assume something’s stops outside the frame
oWhen distinctive parts of a products packaging stand in for the product
or brand
Distinctive colour; special K
Don’t see the whole product, sometime only a woman wearing
red
Symbols
Cadbury ad: don’t see the chocolate, or symbol, level on
intertextuality
Intertextuality:
- refers to the way texts reference other texts
- often deliberate, texts don’t live in isolation, refer to other texts as intertexts
- strategy used in popular media: the Simpsons
- used a lot in advertising; playful, humor, helps to provide a text with meaning
- often cultural values
- in ads, they require audiences have the knowledge to interpret the ad correctly
omay have a detrimental effect
- might not be a reference to one specific text, may be a genre or series of texts
Narrative:
- making stories is a key way in which meanings and pleasures are organized
and made vivid both in and outside the media
oSense maker
- Articulating our sense of understand of the world
- Narrative can be important because of the pleasure it gives
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Journalism week 4: metaphor colour connection: colour as a signifier, linking the person in the ad to the fragrance. Don"t assume something"s stops outside the frame: when distinctive parts of a products packaging stand in for the product or brand. Don"t see the whole product, sometime only a woman wearing red. Cadbury ad: don"t see the chocolate, or symbol, level on. Might not be a reference to one specific text, may be a genre or series of texts. Making stories is a key way in which meanings and pleasures are organized and made vivid both in and outside the media: sense maker. Articulating our sense of understand of the world. Narrative can be important because of the pleasure it gives. Can be limited in the types of stories they tell. Some ads can tell complete stories; must be very simple: exaggerated, mocking way, shock value: fairytale is very familiar narrative, but inverts it, easy to suggest easily.
