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Essay Instructions: Social Semiotic Analysis of Korean print advertisements

Rough plan:
I Introduction
II Theoretical background
- New visual literacy
- Social semiotics
- Semiotic studies of advertisements
III Social semiotic approach to the study of images and composite texts
- M. Halliday and the three metafunctions
- Kress and van Leeuwen: “visual grammar”
IV Text analysis
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- Summary
V. Towards further research
Appendix
Bibliography
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I need help with chapter IV, because the deadline was suddenly changed from beginning of December to next week =(
And I am open to comments and changes in any other part of the thesis if any.
The major framework of the analysis of print advertisements (initially Japanese, but changed to Korean as less explored) is based on the book “Reading Images - The Grammar of Visual” by Kress and van Leeuwen (as well as some earlier works: Kress, Gunther (1997) "Multimodal texts and Critical Discourse Analysis", Kress, Gunther and Theo van Leeuwen (1990) ) and Fairclough's Critical discourse analysis approach.
Attached is an archive with images for analysis (I can provide you with required comments on some of them).
A few topics I would like to be touched upon in the chapter in course of the major analysis:
- cultural and social representations
- representation of “koreanness” and “westerness” / “foreigness”
- gender roles (with reference to E. Goffman), portrayal of women (images in folder “Soju”: follow the western tradition compared to the actually expected women behaviour)
- use of foreign models
- Korean writing system...
There are faxes for this order.

Essay Instructions: ALL SOURCES NEEDED HAVE BEEN UPLOADED TO THE FAX BOARD.

Advertising Management

Students are required to find one print advertisement from Hong Kong and write a 4 minutes speech ( in English ) analyzing the advertisement based on the following fundamental questions for a campaign which we'd discussed in the class:

Please refer to my chosen UPS print Advertisement and the text translation, please email , if any queries.

1. Why should we advertise?
To inform? To strengthen an attitude? Or to formulate a new behavior?

2. What should we advertise?
Right product? People would buy if they know about them?

3. Who to?
Right people? To whom the product is of interest?

4. What will we say?
Right message? Conveying product benefits/uniqueness?

5. When? Where?
Right timing? Potential customers are likely to buy now/then? Right distribution? Channels of sales?

6. Which media to use?
Right media? Reaching target "most" effectively?

7. what is the pro and cons of this print Ad? Any improvement areas?

? I will have 4 minutes to present the speech and hand in a hard copy after the class.

? Please refer to the book of
Belch, G.E. & M.A. Belch. (2004). Advertising and Promotion. 6th ed., NY: McGraw-Hill.

There are faxes for this order.

Essay Instructions: The media plays a significant role in constructing what people see as real or normal. I order to get you to think critically about how our reality is shaped by the media. I am asking to collect a sample of 35 commercials or print advertisements as they pertain to marriages, families and relationships. Theme for the paper will be: Family relations: What are some ways that typical families are portrayed? What is the dominant family type(s), and what family types(s) are portrayed. I will fax the forms and guidelines after submitting this request.

Essay Instructions: Choose a print advertisement and write a paper analyzing how it represents gender and sexuality.
WHAT TO WRITE ABOUT:
-what kinds of bodies are depicted and in what ways?
-what gender relations are depicted, ie. relations and interactions between and/or within genders?
-what ideas about gender and/or sex are present? what gender roles are depicted,whether perpetuated or challenged?
-what kind of viewer is being adressed? How is the viewer being adressed?
-what assumptions is the text making about its viewers:how they look,what they look at,how they will or should identify with the images?
-what ideological values are presented implicitly or explicitly through all of the above?
-are multiple interpretations of the text enabled? can the text be read resistantly or oppositionally?

ELEMENTS TO ANALYZE:
-Composition: framing, point of view,placement
-Semiotics: the denotative and connotative meaning of signs
-Discourse: the language about the subject matter that is used
-Subtext: what meanings are present beneath or behind the level of the text

**I will be sending you 5 different print advertisements by email so that you can choose one of them.

Thank you.
There are faxes for this order.