CMNS 1115 Lecture 4: Culture affections due to ads (lecture four - may 31 2012).docx
Document Summary
The logic commodity (signs) colonizes our cultural landscapes: they pervade our culture, pervades how we see our culture and society. Its about how the signifying process (how we create our world ) is given to us through commodities: ads are a space (system) where signifiers and signified come together to bring meaning. Also speaks to someone , not who but what that someone is. Not only are commodities joined to signs , commodities get produced as signs and signs become produced as commodities. Language: produces us, creates us, makes us who we are, culture, society. All ideology has the function to create subjects: ads text positions us as subjects, ex. Ads put you in the place of the subject. Some ads make you feel masculine as the subject. Which in turn becomes past of our ideology. Our engagement to the ad creates the flow of meaning: the recipient creates/creators of meaning not the receiver.
