CCT210H5 Chapter Notes - Chapter 8: University Of Toronto Mississauga, Polysemy, Intertextuality
11 Dec 2017
School
Department
Course
Professor
Document Summary
Advertisements are a rich source for semiotic analysis: effect on an audience. Combine images with written text, are very carefully put together to have maximum. Can form propoganda - only work if they give audiences some form of pleasure. Story that a picture suggests including the events that may have happened immediately prior to the moment in the image, and immediately afterwards. What you think is happening to the image and what you think will happen next. Many advertisements invite us to take an imaginary role in the implied narrative of the text. Intertextuality - one text in the light of other related text. Process of knowingly borrowing and referring to other texts, or interpreting. Limits polysemy by articulating the preferred meaning of a text, as caption labels an image. Words often crystallise the more nebulous meanings or connotations that images convey. We have four key aspects of an image that influence interpretation.
