This week was all about the traditional "sender receiver model" and we looked at a couple different examples of this. First, we read Williamson's article on advertising, then wrote a brief essay over the subject. In my personal example of advertisement analysis, I discussed a Canadian PSA on seatbelt safety.
I have always known about inner context and "hidden" meaning in advertising, but it was nice to read Williamson's article because she went much deeper into the subject. I learned some new terms like "signifier" and "signified" which stand for an object and it's meaning in the simplest form, respectively.
The next article we discussed was Stuart Hall's article on encoding and decoding messages. Hall presented many new items to the idea of message interpretation including what I found most interesting; the three interpretations of a media message. The dominant message, the negotiated message, and the oppositional message were all talked about this week (more specifically Wednesday). I found this very interesting, because I have only looked at ads for their dominant message. I see an ad, maybe look a little deeper, but always see what they want you to see. The idea of a negotiated message and an oppositional message was very interesting to me.
I liked our group activity on finding a magazine ad and putting this idea of multiple messages to the test. Our group found that even with the simplest message, multiple meanings can be brought forth anywhere from "You'll look good with this lipstick" to "I will never buy this because it is tested on animals." I am really starting to realize the depth of not only an ad, but also what it would take to work in the world of advertising. Very cool.