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SCLY3 Mass Media lesson 5
Transcript of SCLY3 Mass Media lesson 5
Which perspectives might be referred to here? A commonly held, preconceived assumption that categorises a particular group of people or situation. Stereotypes often carry a negative CONNOTATION which is usually inaccurate.
Stereotypes Connotation and advertising Suggestive imagery is used in advertising to 'appeal' to specific audiences Pointed, long and angled images are connotative as being masculine. Rounded, curvy, circular images are connotative as being feminine. Suggestive phallic imagery is used as a selling tool. Stereotypes as well as connotative meanings are used to sell products to specific audiences For example.. Stereotypes are also used for other social groups in terms of advertising and appealing to particular audiences Age Class Ethnicity Sexuality Disability What is being advertised?
How is the product being advertised?
Are there any stereotypes being portrayed? Which ones?
What are the hidden meanings/connotations?
Is it a positive or negative image?
What is the meaning that is coming across?
Task: Watch the video clips and answer the questions! Check your understanding! 1) What does connotation mean?
2) Give an example of a denotation
3) Which audience effect model can you apply to the study of semiology? Explain your answer
4) How would the Pluralist perspective describe the use of semiotics?
5) How do we know that connotations are socially constructed?