Reading Response 9, due 5/2

Revise your Research Paper 2

In your own words:
“How do racial, ethnic, and/or gender stereotypes affect the meaning and reception of 19th and 20th-century advertisements at the time and today, and in what ways did advertisers intentionally or unintentionally reinforce societal biases?”

You MUST include the following:

1. notes of all important terms (ie. polysemy, linguistic sign, connoted, denoted, etc.)

2. notes that answer these questions:

• How do images hold and convey meaning?
• What are they trying to say?
• How do they persuade and influence us?

3. Use critical perspectives from the theorists we’ve looked at recently: Saussure, Peirce, Barthes, and Hall.

4. Use Barthes’ rhetorical analysis and close-reading skills,

1 start by contextualizing the advertisement (date, product, country of origin, advertising company/designer, intended audience).

2 describe the advertisement in as much detail as possible,
examine the characteristics of the objects, models/characters, environment, layout, typography, the interaction of picture elements, image quality, and composition of the entire ad.

5. Use Barthes’, Saussure’s, and Peirce’s terms,

1 articulate the meaning of the image and text used in the advertisement.

2 identify all of the signs at work.

6 Use semiotic terms,

identify the signifiers and the signified.

Use these terms to answer:

• • • • What is the linguistic message?
      • What are the non-coded iconic messages?
      • What are the coded iconic messages?
      • Identify the denotative and connotative aspects.
      • Are the signs icons, indexes, or symbols? Explain why.
      • Consider the cultural codes being conveyed in the advertisement.
      • Do you observe polysemic signs, myths, or naturalization?

7 Use Stuart Hall’s theories about reception and representation,

consider the effectiveness of the advertisers’ rhetoric and attempts to persuade and influence the audience at the time.

• • • What was the original dominant/preferred reading?
    • How have the designers/creators tried to ‘fix’ a meaning using stereotypes?
    • Who created this advertisement, and who was the intended audience during the time period when it was circulated?
    • Why would the intended audience identify with this advertisement?
    • Did the advertisement serve any other purpose besides the sale of a product?
    • What impact has this advertisement or similar advertisements had on society?
    • Finally, is your personal reading of the ad dominant, oppositional, or negotiated? Why?

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Reading Response 9

Watch from Filmore 1:34:40 to Postmodernism 1:57:58
on LinkedIn Learning via your Library Card or the YouTube video below.

Process

Watch & Annotate.

Consider the questions/prompts listed above. Start to formulate a response.

Draft your Response.

In your Research Journal, write a draft of your 200-word response.
Check for grammar and spelling errors.
Use the word count tool.
Use a grammar app or something similar to improve the clarity of your writing.
Use visual examples to supplement your reading response.

Post your Response.

When ready, create a new post titled “Reading Response 7 – YourInitials.”

At the top of the post copy and paste the following: Paul Rand “Good Design Is Good Will” 1987 from  Graphic Design Theory: Readings From the Field page 64-69 and Steven Heller “Underground Mainstream” in Design Observer 2008.

Copy and paste the questions/prompts listed above. Paste your reading response from your Research Journal. Add links to your annotations in the Hypothesis group at the bottom of your post. Always add links and attribution for any images that you use in your post. Adjust any formatting issues that may have occurred while pasting. Use the Reading Response (Example) as a guide.

Please be sure to add the following title, category, and tags to your posts. For help with adding Categories and Tags, see OpenLab Help.

TITLE: Reading Response 9 – Your Initials

CATEGORY: Reading Responses

TAG: Reading Response #9

TAG: Your Name, Post-Modern and Reading Response 9

Due Date(s)

Your reading response is due the day before the next session Monday, 5/2, at 6pm to allow time for review.

Add the tags: Post-Modern and Reading Response 9 to your annotations.