SOCY 306 Lecture Notes - Lecture 3: Semiotics, Jean Baudrillard, Tabula Rasa

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Weeks 3 and 4: theoretical explanations of consumptions patterns . Manipulating the consumer: short lm about the rise of pr. For critical theorists, the 20th century sees a growth in the power of objects over subjects. The emergence and normalization of psychoanalysis as the dominant way of understanding the self . Propaganda in wartime, public relations" in peacetime. The e ort to link products to unconscious desires". The world of goods in industrial society o ers no meaning, its meaning having been. The function of advertising is to re ll the emptied commodity with meaning it"s power comes from the fact that it works its magic on a blank slate (jhally 1989: 221) Semiotics as a method for reading" advertising (barthes 1982) Sign: the basic unit of language containing signi ed" and signi er". Signi er: sound or image attached to the signi ed. Denotation: the simple" or literal" understanding of the sign.

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