CCT210H5 Lecture 9: Lecture 9
6 Dec 2017
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Document Summary
Trends in advertising: 19th century and earlier, advertisements consisted of literal descriptions of products, late 19th to early 20th century, consumption as a way of solving social problems. Social problems included the consumption of alcohol products. In 1930s, advertising began to reflect the qualities and values that were important to the consumer. In 1950s, advertisements began to promote images of the product that consumers could identify with. Appliances advertised, attached with the message of women"s role as a housewife. In post 1960s, advertising became more concerned with invoking subliminal and unconscious desires: advertisements are combined with images and words, to portray a certain message to the consumer. Some sort of ideology is also at play in ads. Implied narrative: ads tell some sort of story. This is not directly to the consumer, but implied: polysemy: there is a possibility for more than one interpretation of the ad.
