SUBTEXT PROCESS Subtext HOWTO Give examples of the

SUBTEXT: PROCESS

Subtext: HOW-TO � Give examples of the following that you find hidden in or suggested by the piece: � Values � Beliefs � Attitudes v v v In essence, “read between the lines. ” What is it saying without saying it? Do not be afraid to go too far. 2

Subtext: HOW-TO � � QUESTION EVERYTHING: WHY, WHY? � Why that person? � Why that gender, race, age, or class? � Why that pose, in those clothes? � Why that magazine or that show? � Why that music? � Why that setting? 3

Subtext: HOW-TO � AUDIENCE: � To whom is it targeted? � What is the audience’s age ethnicity race gender religion socio-economic class? 4

Subtext: HOW-TO � AUDIENCE: � In what magazine did it appear (or on what television station, at what time, during what show)? � What is its readership? (who buys, read it) � What kind of office would it be found in? � How would the advertisement be different if it were in a different magazine? 5

Subtext: HOW-TO � TOULMIN METHOD: � What is its apparent thesis? What are its CLAIMS? What is its main argument? � How does it support that thesis? What are its “GROUNDS”? What is its proof, evidence? Refer to rhetorical strategies. � Are these claims WARRANTED by the evidence? Supported, justified, relevant, timely Does any part of it contradict its claims? 6

Subtext: HOW-TO � SUBTEXT: � WHO is pictured in the advertisement? What is their background? �gender, religion, race, class �educational history, ethnicity, �socio-economic status? Why are the subjects women? �or men, gay or straight people �Latinos, Asians, Hawaiians �Jews, Arabs, Russians, … 7

Subtext: HOW-TO � SUBTEXT: � What type of LIFESTYLE is it demonstrating, condoning, and/or exploiting? � What –isms does it foster or rely on? age-ism, sexism racism, feminism multiculturalism 8

Subtext: HOW-TO � SUBTEXT: � What types of VALUES, BELIEFS, MORALS, and/or ATTITUDES does it suggest or imply? not necessarily in an overt way perhaps hidden (“between the lines”) 9

Subtext: HOW-TO v In essence, “read between the lines. ” v What is it saying without saying it? v Do not be afraid to go too far. 10