This is an advertisement for DKNY (Donna Karan New York) a company that make money by selling fashion goods to both men and female. The text cues the reader to accept that it is not so much involved with perfume, but with the beauty of nature: ‘gold delicious’. The syntagm that makes up the text of this image is dominated by an image of a girl biting an apple. The word in the upper left hand corner offers thanks to those who bought this perfume were helping the environment rather than the company.
Let’s now use the three kinds of reading proposed by Stuart Hall. A dominant reading is one that reads with the cues of the text, accepting the values that the text signifies. A dominant reading constructs an addressee position on the basis of the self-evident meanings (denotations) that the text signifies. A dominant reading of the DKNY text would accept that DKNY is a positive institution, contributing to the wellbeing of society. This is supported by cultural codes in which an image of injured children being nursed back to health acts as metonymy for the restoration of the health of the society as a whole. If we were to substitute a young adult for the child (commutation test), the meaning would change because the paradigmatic values would be slightly different. Children signify (connote) innocence and hope for the future in a way that adults do not.
A negotiated reading is one that in the main agrees with the dominant reading and accepts the addressee position, but negotiates with some aspects of it. For instance, I might generally agree that it is a good thing for companies like DKNY to make contributions to the wellbeing of climate, but I might not agree that DKNY perfume is a good perfume.
An oppositional reading refuses the addr...
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...des the way in which the health of children is dependent on complex medical and bureaucratic discourses and practices which require resourcing in many ways, through public and private funding. An oppositional reading does not necessarily condemn the text for not saying these things, but simply points to the way it closes off this possibility, thereby over-simplifying the actual social and institutional relations upon which the health of a child is based. It might contribute to a more progressive way of thinking as charity, as part of the solution to the management of children’s health. It would also cast some suspicion on the connection between private enterprise, gambling and responsibilities of the state. It would dare to image a world otherwise, in which the possibilities intimated by the image, but close off in the mythic expression, are explored and considered.
...areness of unjustifiable conditions that are imposed on societies youngest and most powerless members. Intermingled with his convictions of the necessity for equality and justice are portraits of children who display a most astounding amount of hope and courage. It is an essential read for all who have plans to enter the field of education. Those of us who aspire to shape the minds of the future need to be aware that all children possess the ability to love and prosper despite whatever environment they have emerged from. It is our duty to provide all children, without regard to race or economic status, with the tools and opportunities they require in order to flourish and lead the satisfying lives that they so greatly desire and deserve.
In 1938 modern novelist and physician, Dr. William Carlos Williams produces a novel “Jean Beicke” which may well be synonymous with his life, and his disposition with the society that emerged in the early twentieth century. The novel not only confers on the deprived state some of the children entering the pediatric hospital the narrator happened to work at. It also delves into the disposition the narrator (possibly other pediatricians) possesses over the neglectful nature of the child’s parents. Surely, this must reflect William’s worldview from a post-world-war standpoint, where the new generations of children are helplessly starving to the point of death. This degradation in human empathy may have been a direct result of either World War 2 or the great depression that followed. Although it does reflect a sense of hope and tenacity as the narrator attempts to overcome his/her prejudices and try to save the life of a young malnourished girl, Jean.
Children are common group of people who are generally mislabeled by society. In the short story “Charles’’ by Shirley Jackson and ‘’The Open Window” by Saki showed examples of the labeling of children. In “Charles” the concept of parents labeling their children as being pure and sincere was shown. As in “The Open Window” by Saki “used the notion that girls were the most truthful sex and gives her a name that suggests truthfulness to make her tale less suspect.”(Wilson 178). According to Welsh “Because the fantasy is so bizarre and inventive and totally unexpected from a fifteen-year-old girl, the reader is momentarily duped.”(03). This showed that even we as the readers were a victim of misleading labels of society.
For the idea of childhood to come into being, there was a change in the adult world; specifically adulthood must be defined differently, adults must become the ‘care takers’ of children. This change happened during the middle of the fifteenth century, propelled by the invention of the printing press, which in turn developed a new symbolic world. The new adulthood excluded children; therefore it became necessary to create a new childhood (Postman 1994:21). Childhood is acknowledged to exist, as a feature of the natural order. The child became a special creature with a different nature and different needs, who require protection from the adult world (Postman 1994:37).
The next part of the ad, and as equally important as the first, is on the second page. Large, in bold, is the word ‘naturally’. Beneath it are the words “If citrus sheen fell on shimmering braids and soothing mist caressed short twists. How lovely would that be?” It has the feel of a poem, and the different shades of brown add to the artistic feel of the page. The artistic feel is important, because it adds the idea of a woman with natural hair as being both bohemian and sophisticated.
The main elements of the medical model of health are the search for objective, discernable signs of disease, its diagnosis and treatment (Biswas, 1993). Therefore, by adhering to this reductionist view, the human body is seen as a biochemical machine (Turner, 1995) and health merely as an absence of disease, a commodity to be bought and sold. The rise of hospitals with their goal of curing and controlling disease has led to the marginalisation of lay medicine, and a focus upon the individual rather than society as a cause of ill health. Health education and promotion with their focus upon 'victim blaming' and individualism have extended the remit of the medical profession from the hospital into the community. With medical imperialism the power of medicina has grown and medicine has all but replaced religion as an institution of social control. Illich (1976, p53) describes medicine as a: 'moral enterprise.....[which] gives content to good and evil..... like law and religion [it] defines what is normal, proper or desirable'.
Leach, Penelope. Children First: What Society must do - and is not doing - for
James, A. (1998). From the child's point of view: Issues in the social construction of
Perfume is important for a woman because its emphasize the style and mood that woman’s wear. A quote by Joybell C, “You are never fully dressed without perfume.” The ideal woman is an assortment of beauty, love, and attraction. Dior and Lanvin produce famous print ads that advertise women’s perfume. In Dior ad, it showed their new perfume called, “‘Miss Dior Blooming Bouquets.” which Natalie Portman partially clad in a wedding dress and she wear a black sexy body suit behind it. The white round shape words are in the middle of the ads, and the pink bottle of perfume is at the bottom. Lanvin’s perfume is called, “Marry Me”. A couple riding a bicycle together having a good time and staring at each other’s eyes which represent love
In addition, the viewer become mindful of the filthiness, and the loneliness this child is living in. There is a motivation why the writer pick a child, she could have used an adult instead but she choose a child. The author realize that the reader would be more emotional connected if it a child or the viewer may not anticipate that it will be a child. For example, if she have use an adult instead off a child, one may have think that the adult have live enough and have experience life already. Besides, the readers will question what a child could possible done to suffer like that; a child is supposed to depict of guiltless; a child do not know anything that is going on.” It is so thin there are no calves to its legs; its belly protrudes; it lives on a half-bowl of corn meal and grease a day. It is naked. Its buttocks and thighs are a mass of festered sores, as it sits in its own excrement continually” (P.861). When
The signs employed within the ad and the connection between signifiers and the signified were subjective and based on cultural representations. The denotative and connotative meanings that a message represents along with ‘doctrine of sign’s’ known as iconic, indexical and symbolic dimensions engaged by the advertiser to send ideology and mythical messages within the Katy Perry ad, such as wealth, authority and beauty are desirable and this can be attained if you buy this perfume. On a border and more thought provoking ideological level, the ad could perhaps interpret the message of freedom, prosperity and justice that women have culturally fought for throughout history. The basis of the selling pitch of the advert is sex, beauty and wealth. A contradiction perhaps, is an alternate meaning with the syntagm “Own the Throne’ intentionally placed underneath her genital area with Katy’s legs crossed. This may signify a deeper meaning that she is truly the one that ‘owns’ her sexuality not the advertiser. It is crucial advertiser’s understand that accomplishment of linguistic and non-linguistic communication is a result of the integrated system of cultural norms that allows potential buyers, to organise their world and give collective representations. In order to permit the reader to receive and successfully decode the
The bold print also indicates for the woman to remove her clothes, or for the viewer to do so. Everything is very clean, clear, and appealing to the eye. There is a highlight around the woman’s body leaving her look like she’s glowing. The weight scale is indicating that the woman has lost weight and she is shocked by how much she weighs now. The company displays this petite woman which advertises, if you drink their product then the consumers can look like her. This add is posing as a sex symbol for men and is showing younger women that they should look like this woman in the ad. This ad is also indicating that only ‘sexy’ and ‘healthy’ woman can produce healthier milk.
The advert is for a new product called ‘WOMAN’ that they are adding to their line of fragrances. The first thing that is noticed about this advert is the colour. It is very contrasting with the black and white, and gives a big impact to the audience. The white usually signifies innocence but with the black background it’s suggesting hidden depths, like a wild side that you could have. The model’s look is very confident, like she can get
This advertisement includes three alluring models, all of which are of different ethnicity but essentially have the same physical attributes. This image is used to appeal to all sorts of American women. The models all have famished bodies; this includes their angular, somewhat gaunt faces and protruding collarbones. Located right below this image is the company’s slogan which reads, “ESTEE LAUDER”. Defining Beauty.”
...lcohol abuse problems, children are often the most vulnerable. Briere (1992) talks about society’s responsibility to take care of its future, and using the feminist, functionalist, and conflict theory perspectives, it is our responsibility to change the way in which children are taken care of.