COMD3504 - Section OL01 - Fall 2020

Month: November 2020 (Page 5 of 7)

Assignment 9

Terms:

– agglutinations

–  rudimentary

–  priori

– connotation

– innumerable

– alimentary

– Signified, Signifer

–  imbued with euphoric values

– arbitrary

–  quasi-identity        

– anthropological

– linguistic sign

– denoted

-petinent

– anchorage and relay

-polysemous; polysemy

– nomenclature

-syntagm

– diegetic

– paradigmatic

-ideology

-rhetoric

-metonymy

– asyndeton

-parataxes

Questions on the essay meaning

 What defines the third message is precisely that the relation between signified and signifier is quasi-tautological ??? (page 154, 2nd paragraph)

What does it mean to be concerned themselves with the relations between figure and discourse (page 155 2nd paragraph)

 Since it is both evictive and sufficient, it will be understood that from an aesthetic point of view the denoted image can appear as a kind of Edenic state of the image; cleared utopianically of its connotations, the image would become radically objective, or, in the last analysis, innocent. ?? (pg 158)

The denoted word never refers to an essence for it is always caught up in a contingent utterance, a continuous syntagm (that of verbal discourse), oriented towards a certain practical transitivity of language; the seme “plenty,” on the contrary, is a concept in a pure state, cut off from any syntagm, deprived of any context and corresponding to a sort of theatrical state of meaning, or, better (since it is a question of a sign without a syntagm), to an exposed meaning. ??? ( pg 161)

Assignment 9 for November 9

Our reading for next week is Roland Barthes’ 1977 essay, Rhetoric of the Image. Here is the PDF: Barthes-Rhetoric-of-the-image

As you read, please make note of all important terms (ie. polysemy, linguistic sign, connoted, denoted, etc.), especially if their meaning is unclear.  Also make note important points that you don’t completely follow. Record a list of questions you have concerning the essay. When you’ve completed the reading, drop these notes into a post; this will be your written submission for the week. (It does not need to be structured or organized into neat paragraphs.)

The second 2-3 page paper will be a response to this article, and will be due on November 16. In this paper, you’ll critically examine a contemporary advertising image in a manner similar to Barthes’ approach. You will be expected to employ the logic and terminology that Barthes uses in this text. (This is an important reading!)

You should begin to consider the advertisement that you would like to address for your essay. It should be an advertisement organized around a single photograph. A full page print ad is preferable. Please bring ideas to class next week.

Assignment for Nov 2-Gabe Morales

This ad is from adweek.com focusing on AT&T’s ad campaign for people in a specific demographic, people who live in the (718) area code. The ads are showing companionship for people who use their products and company.
This is an ad for Mastercard targeting trans people who have not yet changedtheir namesifthey wish to do so. This ad is showcasing the new technology that their cards useand it can benefit trans people.
This is Coca-Cola’s ad for the Superbowl in 2018, it is showing a diverse group of people who are all enjoying their product. itisshowing people of different genders, ages, races, etc.
This ad is also for the Superbowl focusing on the accents of people from Boston showcasing famous celebrities from Boston. It is for Hyundai who is showing a new car feature in an entertaining way.
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