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Undressing the Ad [microform] : A Method for Deconstructing Advertisements / Katherine Toland Frith
Bib ID 5521197
Format BookBook, MicroformMicroform, OnlineOnline
Author
Frith, Katherine Toland
 
Online Versions
Description [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1990 
22 p. 
Summary

Deconstruction is a critical literary theory which focuses on the unintentional meanings of a text and aims to achieve an unprejudiced, value-free vision of the social and political power structures in society that combine to produce the text. The development of such critical skills in advertising students will deepen their ability to judge the quality of their work and the work of others. A series of examples of students' deconstruction of advertisements provide examples of how students can "undress the ad" to (1) show how cultural messages are woven into sales messages, and (2) discuss mythology and symbolism, cultural stereotypes of men and women, and sexual fantasy. Deconstruction holds great promise for raising the standards of professionalism in advertising and for shaping a more scholarly approach to the study of advertising. (SR)

Notes

ERIC Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (73rd, Minneapolis, MN, August 1-4, 1990). Some of the advertisements included may not reproduce clearly.

Educational level discussed: Higher Education.

Reproduction Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive. 
Subjects Advertising.  |  Assignments.  |  Critical Thinking.  |  Critical Viewing.  |  Higher Education.  |  Learning Activities.  |  Skill Development.  |  Teaching Methods.  |  Visual Literacy.  |  Advertising Education - Deconstructionism
Form/genre Speeches/Meeting Papers.  |  Guides, Classroom  |  Reports, Descriptive.
Available From ERIC 

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Members of Aboriginal, Torres Strait Islander and Maori communities are advised that this catalogue contains names and images of deceased people. All users of the catalogue should also be aware that certain words, terms or descriptions may be culturally sensitive and may be considered inappropriate today, but may have reflected the author's/creator's attitude or that of the period in which they were written.