Month: April 2021 (Page 2 of 6)
The second short paper is due next class, and there will also be two short texts to read. The texts are listed as 10b. Note that you do not need to submit a response to those texts.
PAPER
The second 2-3 page paper is a response to Roland Barthes’ Rhetoric of the Image. The objective for this paper is to analyze the rhetorical elements of a recent advertisement. Ideally, the ad should be from a print magazine.
The advertisement must use photographic imagery, and must include text. Begin by describing the image in as much detail as possible, examining the characteristics of the objects, models, environment, etc. pictured; and the layout, typography, interaction of picture elements, image quality and composition of the entire ad. Try to identify all of the signs at work in the image.
Make your best attempt to articulate the meaning of the image, using Barthes’ terms. What is the linguistic message? What are the non-coded iconic messages? What are the coded iconic messages? Identify the denotative and connotative aspects, the use of anchorage and relay, the semantic and lexical components, etc. Consider the effectiveness of the advertisers’ rhetoric, and the ideological metalanguage employed.
This response will be submitted as a 750-1000 word typewritten paper, double-spaced in 12 pt. Times New Roman. Include images of the advertisement under consideration and any other relevant illustrations. All references and quotations, including image sources should be properly cited in MLA format. Upload a PDF to a new Post on OpenLab before class on the 11th.
The first item to complete for April 26 is your second 2-3 page paper (See Assignment 10a).
Once this is completed there are two new readings for next week. The readings are essentially unrelated to the paper. It is recommended that you complete them after the paper. They are as follows:
Paul Rand, Good Design is Goodwill (1987): Rand_Goodwill
Denise Scott Brown, Steven Izenour & Robert Venturi, Learning from Las Vegas: The Forgotten Symbolism of Architectural Form (1972): Venturi_LasVegas
While there is not a written response to these particular texts, you will be expected to discuss them in class on the 11th. Please budget your time so that you can give proper attention to these readings.
Etymology – the study of the origin of words and the way in which their meanings have changed throughout history.
Polysemy – the coexistence of many possible meanings for a word or phrase.
Rudimentary – involving or limited to basic principles.
Imitari – Image has its roots in the Latin word imitari, meaning “to copy or imitate”.
Agglutination – the clumping of particles. The word agglutination comes from the Latin agglutinare. Agglutination is the process that occurs if an antigen is mixed with its corresponding antibody called isoagglutinin. This term is commonly used in blood grouping.
Connoted – imply or suggest (an idea or feeling) in addition to the literal or primary meaning.
Denoted – be a sign of; indicate.
Linguistics – the scientific study of language and its structure, including the study of morphology, syntax, phonetics, and semantics.
Diegesis – a narrative or plot, typically in a movie.
Autonomous – having the right or power of self-government an autonomous territory. b : undertaken or carried on without outside control : self-contained an autonomous school system.
Anthropology – the study of human societies and cultures and their development. the study of human biological and physiological characteristics and their evolution.
Lexicon – the vocabulary of a person, language, or branch of knowledge.
List of all important terms (so far):
. Two euphoric values; freshness of the product & the essential domestic products preparation.
. Second sign (more or less evident); bringing together figures, color, elements etc.
. Coherent whole; general cultural knowledge, imbued with euphoric values.
. Real objects in the scene; photographed objects, signifying in analogical representation, not arbitrary.
. Quasi-tautological; photograph involved, this transition is not a transformation
. Three messages offered by photograph; linguistic message, coded iconic message and non coded iconic message.
A little more context about Quasi-tautological and the three messages.
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