COMM 3308 Chapter Notes - Chapter n/a: Catherine Deneuve, Chanel No. 5, Meta-System
24 Feb 2016
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The intermediary object in representing a value which becomes. The use of colour is not significant in itself; it is the significance of. Decoding advertisements: ideology and meaning in advertising (cid:1) (cid:1) (cid:1) An object from the ordinary world and a product are connected (cid:1) The object stood for a certain quality, and by making this object and the product interchangeable in terms of this quality, its values adhere to the product (cid:1) attached to the product is a sort of currency (cid:1) Currency: something that represents a value and in its interchangeability with other things, gives them their value" too (cid:1) This provides a useful metaphor the transference of meaning (cid:1) Author looks at colour in advertising (cid:1) Use of colour is simply a technique, used primarily in pictorial advertising to make correlations between a product and other things (cid:1) the correlation it makes that forms the basis of the author"s theory (cid:1)
