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Advertising- Oct. 19, 2012.docx

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McMaster University
Communication Studies
Faiza Hirji

Advertising 10/19/2012 6:52:00 AM Chapter 4  Can skim over literary criticism, discourse analysis, box on media and reality  With structuralism, semiotics, post-structuralism, focus on concepts emphasized in class  Reading is partly about how to interpret texts Significant at various levels:  Chief source of revenue for many media  Can be found in most or all forms of media symbolic value of content  Certain ads are banned  Very brief and small, but do have an impact Representation:  Putting ideas into medium of communication  May be simplified  May be interpreted differently, depending on receivers context  May also be understood as process of signification  Ideas are encoded and when we get the messages they are decoded  Will try to simplify things as much as possible  Everyone decodes messages differently  You can not control how others interpret messages Semiotics  Signification: meaning comes from signs  Something that is associated with a signifier  Sign= signifier + signified  Signifier is the actual object or thing in question  Signified is the concept we associate with signifier  May be quite arbitrary  No real explanation on what we recognize (for example, that is a shoe, that is a cat, how do we know those) o This is known as the process of arbitrary Signification and Meaning  We construct meaning  Everything we do relates back to process of signification  Intertextuality is part of this process  Meaning grounded in relationship we find between different texts  i.e. our background affects interpretation  Mac vs. PC ads draw upon this  Overall interpretation, Mac is more for a younger generation, where as older people use PC  Mac commercials shows they have more to offer then PC does  There are other factors when we conclude on something Signs:  Three types (according to Peirce)  Icon: looks like object it describes (ex. Map/Photograph)  Index: related to object it represents (e.g. smoke is the index of fire)  Symbol: word, image, sign that bears no resemblance to what it signifies (no obvious connection, but we know what is being represented) Meaning:  Signs are polysemic  Denotation: overt meaning (Ex. A Red Rose is a flower)  Connotation: less obvious meaning (Ex. A red rose represents romance)  E.g. Some brands connote wealth Connotation:  The starbucks symbol connotes:  Best and royal coffee  Is more of a global brand  Mercedes:  Connotes wealth October 23, 2012 Connotation  What are the most famous advertisements?  NIKE  ADDIDAS  Mc Donalds  Why?  What do they cannote?  Mcdonalds connotes that it is good for family  Apple commercial is one of the best known advertisements  Apple is different from the rest Famous Advertisements  1984 (Macintosh)  Me
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