CMNS 323 Lecture Notes - Lecture 1: Slim Fast, Linguistic System, Air Canada
6 Apr 2020
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Document Summary
Branding is not just buying and selling, but also an act of cultural exchange. Meaning is exchange, meaning is so much more than selling. Verizon is not selling services, it"s building brand value: Capitalism: everything is built on this flow . Advertising is a particular form of discourse. Discursive practice that includes a number of languages. Go pro has changed the way of photography. Editing lighting sound proximity editing camera movement- linguistic for filming/advertisements . Codes of body image, expression, gender, sexuality, geography, landscape, class, race, express the past (black and white, scratches, fray the edges) But also form: how its presented/delivered to us, what are the linguistic structures, how is the language used: Most advertisements are fit within our everyday life. Brands are generated through advertising, they are a ideological practice. Brands generate their own mythology, ex: mc donald"s. Brands have political implications (why)- how we should live our lives etc etc.
