CMST 1A03 Lecture Notes - Lecture 4: Slim Fast, Hermeneutics, Mood Media

• School: McMaster University
• Department: Communication Studies
• Course: CMST 1A03
• Professor: Christine Quail

Document Summary

Representation: representation = act of putting ideas into words, visuals, audio or any other medium of communication, simples and interprets the object or event being described, receiver must decode or interpret the communication to understand the idea. Signfication: semiotics, the study of signs , ferdinand de sausurre, 1916. Signication (saussure: sign = anything with meaning (ex: word, image, sound, signi er = the thing we see, hear, feel, signi ed = the idea / concept. Signifier + signified = sign: language constructs reality, arbitrary/relationship between sound of word and its sign , language strutted through difference. 3 types of decoding: encoding (producers, text (meaningful, polysemic, decoding (reception/interpretation, dominant preferred meanings of encoder, negotiated some preferred, some opposition, oppositional contrary interpretation. Advertising and consumer society: purpose, create demand for products, create awareness of products/services, finances the media, audience is sold to advertisers, creates relationship between products and consumers, brand identity, transfer of brand equity.