Podcast
Questions and Answers
What does the term polysemy refer to in the context of communication?
What does the term polysemy refer to in the context of communication?
- The use of complex language in ads.
- The ability of signs to have multiple meanings. (correct)
- The exclusion of cultural references in messaging.
- The importance of context in conversation.
How does the Dove Real Beauty Campaign challenge traditional standards of beauty?
How does the Dove Real Beauty Campaign challenge traditional standards of beauty?
- By showcasing a diverse range of body types and skin tones. (correct)
- By promoting products that enhance physical appearance.
- By exclusively featuring models with conventional beauty.
- By using celebrity endorsements to attract consumers.
What role do advertisers play in relation to the meanings of their products?
What role do advertisers play in relation to the meanings of their products?
- They carefully choose meanings to appeal to specific audiences. (correct)
- They disregard social norms to innovate new products.
- They rely solely on factual descriptions of their products.
- They avoid complex meanings to make advertising clearer.
What can influence how an audience interprets signs in advertisements?
What can influence how an audience interprets signs in advertisements?
Why is the message in advertising often considered complex?
Why is the message in advertising often considered complex?
Flashcards
Polysemy in ads
Polysemy in ads
Signs in ads can have multiple meanings based on context; ads use this to connect with their audience.
Social conventions of beauty
Social conventions of beauty
Shared beliefs about beauty (e.g. in ads, what is considered attractive).
Dove Real Beauty Campaign
Dove Real Beauty Campaign
Challenged traditional beauty standards, aiming to be more inclusive.
Multiple meanings of a sign.
Multiple meanings of a sign.
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Interpretation influenced by context.
Interpretation influenced by context.
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Study Notes
Communication and Meaning
- Signs are open to multiple interpretations, making them polysemic (having multiple meanings).
- The intended meaning of a sign isn't guaranteed to be understood.
- Advertisements use signs to create various meanings for a product.
- Brands like Dove have used campaigns focusing on diverse beauty standards.
- The concept of beauty in advertising is complex.
- Social conventions affect interpretations of signs.
- Media plays a role in influencing how audiences perceive information, including advertisements.
- Polysemy is important in understanding how communication works.
- Different media formats (photography, painting, etc) can affect how meaning is interpreted.
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