EXAMPLES SUBTEXT SUBTEXT EXAMPLES 1 JIF Peanut Butter
EXAMPLES SUBTEXT:
SUBTEXT EXAMPLES (1) JIF Peanut Butter slogan "Choosy moms choose JIF" 2
SUBTEXT EXAMPLES �“moms”: moms, rather than mother, carries the connotation of loving, caring SEXISM: relies upon a trite gender role of women as shoppers, caretakers of the family ▪ Only women can shop? Men are too stupid to go grocery shopping? Men don’t care about their children? ▪ Men work, women do only housework? 3
SUBTEXT EXAMPLES �to “choose”: to select, seek, discriminate, buy �“choosy”: selective conscientious loving 4
SUBTEXT EXAMPLES �SUBTEXTS: “Moms who care about/love their children will discriminately buy JIF. ” Only mothers who truly love their children will buy JIF. Fathers/men don’t love their children—because they do not shop for groceries. If you do not buy this brand of peanut butter, then you do not love your children. 5
SUBTEXT EXAMPLES (2) Shania Twain’s “She's Not Just a Pretty Face ” 6
SUBTEXT EXAMPLES (Oh na, na) She hosts a T. V. show--she rides the rodeo She plays the bass in a band She's an astronaut— A valet at the parking lot A farmer working the land She is a champion-- she gets the gold She's a ballerina-- the star of the show Chorus: She's -- not -- just a pretty face She's -- got -- everything it takes She has a fashion line – A journalist for Time Coaches a football team She's a geologist-- a romance novelist She is a mother of three She is a soldier-- she is a wife She is a surgeon-- she'll save your life Chorus: She's -- not -- just a pretty face She's -- got -- everything it takes She's -- mother -- of the human race She's -- not -- just a pretty face Oh, oh, yeah Oh na, na, na. . . She is your waitress -- she is your judge – She is your teacher She is every woman in the world Oh, la, la She flies an airplane – She drives a subway train At night she pumps gasoline She's on the council-- she's on the board She's a politician-- she praises the Lord Repeat Second Chorus No, she's (she's) not (not) --just a pretty face She's (she's) got (got) -- everything it takes She's -- not -- just a pretty face She's got everything it takes She's not just a pretty face (Written by Twain/Lange) Twain, Shania. “She’s Not Just a Pretty Face. ” n. d. 14 Mar. 2009. <http: //www. azlyrics. com/ lyrics/shaniatwain/ shesnotjustaprettyface. html>. 7
SUBTEXT EXAMPLES FEMINISM: Men are defined by their intellectual, physical, and sexual traits. But Women are only defined by their sexual attributes. Yet a woman is more than her “pretty face”— more than her physical traits, her appearance, more than her sexuality. Women can be defined beyond their sexuality, their appearances. 8
SUBTEXT EXAMPLES FEMINISM: A woman has intelligence, too. Attractive women are not necessarily stupid. To prove her point, she lists EXAMPLES of roles that women play that are NOT based upon gender. MULTICULTURALISM: The women shown in the video are diverse of various races and classes (ages, ethnicity, religion). 9
SUBTEXT EXAMPLES (3) Cartoon Pardon My Planet 10
SUBTEXT EXAMPLES Pardon My Planet. 14 Mar. 2009. <http: //www. seattlepi. com/fun/ineedhelp. asp? date=20090314>. 11
SUBTEXT EXAMPLES AUDIENCE: � children (cartoons) � mothers reading to children TARGET: � women, wives (unhappily married), divorced women SUBJECTS: � women, Caucasian women, middle-upper class, nice home & clothes, not working IRONY: � no rings on their fingers, nice home & clothes 12
SUBTEXT EXAMPLES SUBTEXT: � men = dogs, animals, need to be trained, cleaned up after, kept on leashes � BUT then a strange event occurs: � the subtext turns on the target audience, usually unintentionally -- women = stereotypes: sit around all day (in nice clothes, in a nice home) drinking coffee & gossiping … while the “puppy” works “like a dog” women = philogynists lesbians are man-haters TOULMIN: � Claim: men = puppies � Grounds: none – stereotyping, overgeneralizing, male-bashing (philogyny), sexism � Warrant: claim is NOT warranted by the grounds 13
SUBTEXT EXAMPLES (4) Goodyear Tire’s “G 800 Supersteels Advertisement” 14
SUBTEXT EXAMPLES 15
SUBTEXT EXAMPLES �Text: “After a 36, 000 -mile tune-up, I hit the brakes at 50” �Image: Car on a jetty, near the edge Jetty has rubber barrier �discussed in Judith Williamson’s Decoding Advertisements (London: Marion Boyars, 1978) 16
SUBTEXT EXAMPLES �SUBTEXT: Jetty = Tire – ▪ Jetty’s shape suggests tire’s shape ▪ outside of the jetty resembles the outside of a tire ▪ “the whole jetty is one big [tire]” ▪ Jetty’s quality suggests the tire’s ▪ jetty is tough, strong, formidable ▪ withstands water’s punishment and withstands erosion or wear ▪ hardy, durable, resilient qualities transferred to the tires Jetty relationship to the car = tire’s to the car ▪ the jetty surrounds, encloses, & protects the car ▪ the tire protects the car, driver ▪ the part protecting the whole 17
SUBTEXT EXAMPLES �SUBTEXT: Logo Recognition – ▪ ▪ ▪ brand name, emblem recognize the name associate certain traits with the brand accept (even unconsciously) traits about its product hold certain expectations for its products Celebrity Endorsement – ▪ famous race-car driver ▪ transfer his authority in one area to another 18
SUBTEXT EXAMPLES �SUBTEXT: Too Far? – ▪ A small white car rushing out to the tip of the cylindrical jetty ▪ that’s protruding from the body of land into a body of water and ▪ that’s encircled by a rubber coating ▪ Is prevented from going into the rippling water ▪ ▪ ▪ Car = sperm Jetty = a phallus Rubber coating = prophylactic Water = yoni Jetty’s action = prophylactic, preventative, protective 19
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