SOCY 306 Lecture Notes - Lecture 3: Tabula Rasa, Semiotics, Connotation
26 Sep 2016
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They sent to know what they are get- ting and what it means. The effect to link products to unconscious desires and feelings. Commodity aesthetics: the world of goods in industrial society offers no meaning, its meaning having been. The function of advertising is to refill the emptied commodity with meaning it"s power comes from the fact that it works its magic on a blank slate (jhally 1989: 221: the rise of self-expression. Putting meaning into things like clothing: becomes a shared commercial vocabulary of identifying different types of people. Signs, symbols and myths: how do products become associated with specific values and meanings, semiotics as a method for reading" advertising (barthes 1982) Sign: the basic unit of language containing signified" and signifier". Signifier: sound or image attached to the signified. Denotation: the simple" or literal" understanding of the sign. Connotation: the representation or evocation of the sign: commodities: produce two levels of signification the literal and the evocative or.
