CCT210H5 Study Guide - Final Guide: Erving Goffman, Print Culture, Alex Haley
15 Dec 2016
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Late 19th to early 20th : consumption as a way of solving social problems. E. g. discourse of personal and social hygiene (pears" soap - the first step towards lightening the white man"s burden is through teaching the virtues of cleanliness . ) or alcoholism (high grade beer) or female hygiene (lysol douche) 30s : began to reflect the qualities and values that were important to consumers. 50s : promote images of the product that consumers could identify with. Post 60s : advertising became more concerned with invoking subliminal and. Women as home economists for fridge ad unconscious desires. Pacer car and big trunk of blonde woman. Implied narrative : some form of story suggested by the ad, including events that may have happened immediately prior to the moment in the image and immediately afterwards. Intertextuality : process of knowingly borrowing and referring to other texts, or interpreting one text in the light of other related texts to construct meaning.
