HUMA 3697 Lecture Notes - Lecture 3: Hot Rod, Little Red Corvette, Maybelline
Document Summary
Watch rebel without a cause and read on the road for next class. The ability to work hard to achieve success. The car was always seen as a women, divided into two types-mistress (convertible) and wife (saloon car). Showing affection was bad, but showing to your car was great. Maybelline: man in love with car, battle between cars, hotrod racing and broken racing. Find for participation grades that show clear gendered roles! Car ads work because they make us want things we don"t need but want. What don"t you have that the car can give you. Resonance-the degree to which an idea creates a sympathetic emotional response in its audience. Dominant reading-excellent, i"ll buy it right now. Negotiated reading-yeah i could buy it but i"ll buy an older, cheaper make. Oppositional reading-where you don"t buy anything from the ad. They"re usually not about the product but what you can do with it.
