Last Literature Circle S Get into your groups
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Last Literature Circle S Get into your groups and discuss your roles FOR THE LAST TIME! S Reflection: How do you feel about the book? What did you like/dislike? Would you read a book like the one you’ve read again? S RETURN THEM TODAY!
Final Exam Review English 11 S
Exam Review #1: Print Ads & Political Cartoons S Analyze Print Advertisement S Fill out worksheet for each advertisement S Discuss and Analyze Political Cartoons
Children of parents who smoke, get to heaven earlier.
Cartoon Analyses What is the significance of the cartoon’s imagery? What topic(s) are addressed? o o o What is the message?
Denotation, Connotation, and Advertising Techniques S
Advertising Describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance S
Advertising is designed to: 1. Establish Product Superiority 2. Create a distinctive image for the product Ultimately to persuade the consumer to purchase the product.
Denotation S
What is it? S “Literal, explicit meaning” S “Factual” S “Dictionary Definition” S Denotation of a word/image conveys information
Types of Denotation (Images) According to philosopher C. S. Peirce (1839 -1914): - Icon: Direct representation (e. g. Image of the car in car ad) - Index: representation by association (e. g. Group of friends laughing in disposable camera ad) - Symbol: representation by convention, (e. g. “Golden Arches” logo of Mc. Donald’s) – Advertisers want their symbol to become indexical
Use in advertisements, consider: Portraying/presenting the ad to the audience - How is the denotation of the images in the ad helping to achieve the aims of the advertisers? - What is the image of? Multiple? Pack shot? - What type of representation? - Camera angle? - Image type/effects? - Non-verbal messages? (Body language of the model? )
Sepia and cursive perhaps normal for the time, or perhaps suggesting nostalgia
CAMERA ANGLE? TEXT? COLOR?
given to Batman over audience. Text: “The Dark Knight”, could denote color or the nature. Juxtaposition of dark and knight (traditional connotations). Slight word-play conveying info about the movie themes Color: Black and Orange/Red Nighttime, contrast, helps it stand out
Connotation S
What is it? S “Figurative, implicit meaning” S “Emotional & Imaginative Associations” S “Additional suggestive meanings” S Connotations of a word/image create connections S May depend on personal & cultural context, social mindsets of the time
Use in Advertisements: - Transferring/Creating connotations for the product - Diverting/replacing connotations - “Short-circuiting” unwanted connotations Advertisers want to make their product evoke desirable connotations. A product may become associated with a life-style or a quality.
Denotation: Jessica Alba using this skin make-up Also consider, angle? Looking side-on, seductive? Connotation: J. A. associated with beauty, glamour and sex appeal, transfers connotations to product
Trying to make the waterfall image indexical Connotation: Cigarettes -> hot, dry, cancer, disease Waterfalls + Green -> Natural, Clean, Refreshing “short circuit” – Cigarettes instead become associated with nature and cleanness
Denotation and Connotation Exist Together Denotation: Connotation: Hollywood – A location in LA, center of American film-making - Glitz, Glamour, Celebrity, Dreams of Stardom Cigarette – Rolled up dry tobacco leaves - Death, Cancer, Dry, Sick, Illness
Same Denotation, Different Connotations S Home Both denote: “Dwelling Place” But Real Estate Ads like to use “Home” instead of “House” S House Because “Home” carries connotations of family, security, warmth, comfort & love
Bandwagoning S
What is “bandwagoning”?
The Bandwagon Effect S It is when people tend to do what others do, without considering what their actions entail. S This effect becomes more pronounced as more people adopt the same idea (also known as groupthink). S For example, PSY’s Gangnam Style was affected; people danced to it because lots of others did as well.
Bandwagoning in Advertising S Advertisers often “jump on a bandwagon” to appeal to social values, improving the product’s image. S These social values are often emerging or resurgent, because most people like being unique. S Statistics and superlatives are usually used to jump on a bandwagon.
Example 1: Toothpaste • #1 toothpaste brand • Recommended by doctors • Use of superlatives such as “only” • Weasel words are used to impress without facing legal problems • “Triclosan” is a widely used and controversial substance
Example 2: Guitar Hero • This advertisement appeals to the fans of then-emerging musical video game genre • As it piggybacks on the massively successful Guitar Hero franchise, it has a huge audience and causes groupthink.
Analysis Activity S
Ordinary bulbs are killing the environment. Just one simple act on your part can stop the climate crisis: switch to Compact Fluorescent Lamps.
Persuasive Advertising/Propaganda Techniques S
Facts & Figures S Statistics and objective factual information is used to prove the superiority of the product S e. g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k. p. h.
Weasel Words S “Weasel words" are used to suggest a positive meaning without actually really making any guarantee S e. g. a scientist says that a diet product might help you to lose weight the way it helped him to lose weight.
Avant-Garde S The suggestion that using this product puts the user ahead of the times S e. g. a toy manufacturer encourages kids to be the first on their block to have a new toy.
Diversion S Diversion seems to tackle a problem or issue, but then throws in an emotional non-sequitor or distraction. S e. g. a tobacco company talks about health and smoking, but then shows a cowboy smoking a rugged cigarette after a long day of hard work.
Snob Appeal S The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style S e. g. A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
Plain Folks S The suggestion that the product is a practical product of good value for ordinary people S e. g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.
Bribery S Bribery seems to give a desirable extra something. We humans tend to be greedy. S e. g. Buy a burger; get free fries.
Testimonial S A famous personality is used to endorse the product S e. g. a famous basketball player (Michael Jordan) recommends a particular brand of skates.
Glittering Generalities S Uses appealing words and images to sell the product. The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life. S e. g. This cosmetic will make you look younger; this car will give you status; this magazine will make you a leader
Simple Solutions S Avoid complexities, and attack many problems to one solutions. S e. g. Buy this makeup and you will be attractive, popular, and happy.
Card-Stacking S Compiling facts in favor of a product; advertisers stress positive qualities and ignore negative. Gives only part of the picture. S e. g. If a brand of snack food is loaded with sugar (and calories), the commercial may boast that the product is low in fat, which implies that it is also low in calories.
Rhetorical Appeals S Ethos – Ethical Appeal S means to convince an audience of the author’s credibility or character. S An author would use ethos to show to his audience that he is a credible source and is worth listening to. S Ethos is the Greek word for “character. ” The word “ethic” is derived from ethos. S Pathos – Emotional Appeal S Invoke sympathy from an audience; to make the audience feel what the author wants them to feel. S Draw pity from an audience or inspire anger from an audience; perhaps in order to prompt action. S Pathos is the Greek word for both “suffering” and “experience. ” The words empathy and pathetic are derived from pathos. S Logos – Logical Appeal S Convince an audience by use of logic or reason S cite facts and statistics, historical and literal analogies, and citing certain authorities on a subject
SOAPSTone S S – Subject S What is the subject or main topic of the text? S O – Occasion S What was occurring that inspired this text’s creation? S A – Audience S Who is reading/seeing/hearing this? S P – Purpose S What is the use or reason for this document/speech/ad? S S – Speaker S Who is writing/saying/delivering this information? What is their relationship with the audience? S TONE S What feelings are associated with all the content in this text? How can you
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