Key concepts - advertising and marketing Flashcards
Maslow’s hierarchy of needs
Self-actualization.
Esteem.
Love and belonging.
Safety needs.
Physiological needs.
Feminism
The belief in social, economic and political equality of the sexes.
Feminism is manifested worldwide and is represented by various institutions and individuals committed to activity on behalf of women’s rights and interests.
There are people who believe in equal rights but find “feminism” a word and a movement that doesn’t align with their personal beliefs or values.
It’s abundantly clear that our specific views on these issues are rooted deeply in our own personal and direct experiences, rather than on any data, research or science surrounding issues.
In other words, if we’ve personally faced discrimination, we know beyond doubt that it exists.
But if we haven’t faced it ourselves, we often doubt that it happens.
Feminists - examples
Alice Walker.
Malala Yousafzai.
Angelina Jolie.
Emma Watson.
Semiotics - definition
The study of signs and symbols and their use or interpretation.
Ideology - definition
What the word, photo or symbol says about society, or the meaning of life.
When we consider the “ideology” of a text, we are looking at the ideas it supports or challenges within the context of the period.
(Political, economic, social, cultural)
Barthes’ codes
Hermeneutic (enigma) codes
Proairetic (action) codes
Semantic codes (connotative elements)
Symbolic codes
Cultural (referential) codes
Representation
Representation is not about whether the media reflects or distorts reality, as this implies that there can be one “true” meaning, but the many meanings a representation can generate .
Meaning is constituted by representation, by what is present, what is absent, and what is different.
Thus, meaning can be contested.
A representation implicates the audience in creating its meaning. Power – through ideology or by stereotyping – tries to fix the meaning of a representation in a “preferred meaning”.
