CMN 2173 Lecture Notes - Lecture 3: Roland Barthes, Raymond Williams, Soltyrei

• School: University of Ottawa
• Department: Communication
• Course: CMN 2173
• Professor: Dina Salha

Document Summary

First layer: they want you to pay to get their product. Ads appeal to individual taste: power of parenting, power of royalty. Goal of advertising: sell, sell, sell, brand recall, award and agency reputation, entertainment, celebrity brands. Value: sign value: what the product means to us (branding, use value: what the product can be used for, exchange value: what the product can be traded for (money, use value + sign value = exchange value. It is a prominent feature in modern society. Spoof ads: are a parody ads, usually ctional ads, to ridicule. Culture jamming: refers to disruption of media culture and the mainstream cultural institution culture jamming unveils the waste of money and resources on appearances that jode the assault on the labor and production processes. Subversion: through culture jamming attempts to recreate a dialogue in the public sphere and to break the monologue of the corporations.