the multiple flow of content and culture across multiple media platforms.
ex: Watch Grey's Anatomy on TV, then tweet about the show, and read articles about characters.
building bonds between the communicators. a resource women use to connect their experience with the world. Creates communities and is a part of culture.
ex: gossip magazines, shows like Chelsea lately
make a product seem different from others in the same category by attaching meaning to certain product.
ex: Bounty paper towels are advertised in commercials as better than the "other brand". The other towel breaks while bounty is strong.
Givenchy smells good, other perfumes also have a scent but the meaning of Givenchy will be of success and celebrity.
How images are related to consumer culture. when a thing on sale takes a life of its own. relates how society views the world and how we interact with each other.
ex: instant replays action high tech spectacles
represents value and its interchangeability with other things; metaphor for transference of meaning that occurs in advertising.
ex: Meaning of Justin Timberlake becomes currency for Givenchy perfume.
dominant form of feminine gender in society that doesn't feel imposed, but rather desired.
ex: supermodels; dolly parton
dominant form of masculine gender in society that doesn't feel imposed, but rather desired.
ex: wanting to be strong and tough; eminem
idea that the free market is the best way to organize social interaction and the locus is in the individual.
ex: Neo liberalism citizen as Judge Judy would like, someone who is financially stable,takes responsibility for actions.
gay window advertising
marketing strategy to advertise both heterosexuals and homosexuals. Uses specific codes that appeal to homosexuals that heterosexuals do not pick up on.
ex: abercrombie ads displaying shirtless guys with their gaze averted.
the study of signs and their meanings
ex: sound elements can function as signs like the music, title of articles such as "On Reading Soaps"
material aspect that we associate with idea or motion.
meaning, divides world into categories of content.
ex:animal that has a pouch, pointy ears is opposite of a lion.
system of signs that product draws its image and placed into the ad and refers back to it. having full access to ________ allows one to understand ad fully.
ex: Justin Timberlake perfume ad--> the qualities that he portrays as being young, successful and musical are attributed to his perfume.
sign that has no necessary relationship between the signifier and signified; only through convention. have to know sign system to understand
ex: language: how a bear could be called anything
the relationship between signifier and signified is in some sense is necessary.
ex: picture of a bear. even if you don't know english, when you see a picture of a bear you know its a bear.
take what you're looking at and compare it to similar texts; interpret what you're looking at using comparisons to other sources.
ex: When watching an episode of how I met your mother, seeing Britney spears as a guest, i compare her on the show to how she is portrayed in real life.
use different objects to represent same kind of thing, vertical replacing noun with a noun.
ex: On a menu , under entrees there are different types of entrees from which one can order.
the way objects in an image are organized; linear dimension; horizontal axis of difference
ex: How a menu is organized, appetizer, main course and desert.