MDSB03H3 Chapter Notes - Chapter 7-8: Margaux Hemingway, Pathetic Fallacy, Totem
Document Summary
The product replaces original object & uses the image/feeling. It is receiver"s responsibility to complete signified products as signifiers & to create the meaning. Ads create an alreadyness of facts about ourselves as individuals: we"re consumers with values who will buy things based on those values. How much money is worth is known when a transaction is made. $ determines value yet its value is determined by what is exchanged with it. Signs are also given value as currency by us when we recognize what they stand for & replace. Values exist not in things but in their transference. Relationship between ideology and subject is simultaneous interdependence. Subjects can also be signified & given the status of object. Product is meant to give meaning to us. Product are signifiers of difference. (using chanel makes consumer different than babe users) (pepsi drinkers aren"t coke drinkers) We differentiate ourselves from other people by what we buy.
