CMNS 223W Lecture Notes - Lecture 3: Thesis Statement, Semiotics
31 May 2012
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Value is determine by socially necessary labour. Exchange value: what can be traded for x. Exchange value is removed from use value. Exchange value is recognized at time of exchange. Denotative: literal meaning of the sign - automobile; form. Connotative: social-cultural-personal associations a reader makes - class, luxury (ads); content: comes from culture + structure/form of the ad. Signifier: image: physical existence of the sign. Signified: meaning: mental concept of the sign. Relationship b/w signifier + signified: arbitrary: not natural or fixed, detach then reattach, social convention determines the meaning brought by ads, we connect signifier to signified, not the ad, history intervenes with their relationship. Ads don"t generate their own meanings: draw on other sign systems and draw them into the ad space and connect to the product. Ads are speaking the dominant ideology subject: people being advertised to; indv produced by the dominant ideology freedom : dominant ideology see and reveal dominant ideology.
