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Semiotics: icon, index, symbol

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1) Find three examples for each: icon, index and symbol. Provide images or links. Icon:  Index: symbol:   2) Why are icons and indexes so important in media texts? Icons and indexes are important in media texts because they are a visual aid for the viewer. They help the viewer depict what the media text is trying to portray and allows them to relate to the texts; without icons and indexes, it makes it hard for the person viewing the media text to understand and relate. 3) Why might global brands try and avoid symbols in their advertising and marketing? The reason why global brands may avoid using symbols is because symbols allows the viewer to interpret it the way they wish to, which may make them lose focus as to what the brand is trying to portray. Also, symbols don't mean the same thing or are not used all around the world, which means it makes their advert or marketing very limited to countries that tend to understand the particular symbols used...
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Advertising: Gauntlett - Media, Gender and Identity reading and questions

Read  this extract from Media, Gender and Identity by David Gauntlett . This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media. If you can't access David Gauntlett's website, the text is  also available here . 1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea? The traditional role of women as housewives or low-status workers has been overtaken by 'girl power' icons (spice girls). Score portrays the more patriarchal role, the traditional role of a man dominating the women or owning her by attraction has been thrown out by modern day representations of gender in the Maybelline advert. Manny Gutierrez, is the modern representation of how gender identity in society has changed and become more acc...
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MIGRAIN: Audience Theory 2

  1) Social learning theory has been criticised for simplifying the causes of violence in society. Do you think the media is responsible for anti-social behaviour and violence? The social learning theory is a theodicy that suggests people learn from one another, whether it be through observation, imitation and modelling; media is an example of how people can use these skills to learn. For example, one type of media texts are video games, whereby some of them encourage violence by creating violence-oriented games. In my opinion, I do believe that media is responsible for anti-social behaviour and violence, to an extent. The reason I believe this is because there have been many social experiments and news reports of people of all ages imitating behaviour they have witnessed through media texts. An example of this is the murder of two-year-old, James Bulger. He was abducted, tortured and murdered by two ten-year-old boys, Robert Thompson and Jon Venables. Bulger was l...
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