Text and Culture Assignment

Added on - 21 Jul 2020

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TEXT AND CULTURE
Table of ContentsINTRODUCTION...........................................................................................................................1TASK...............................................................................................................................................1Sign system and sign in range of syntagms, paradigms, metonym and connotations................1Commutation Test.......................................................................................................................2Gaze in text.................................................................................................................................3Myths and ideologies in Advertising..........................................................................................3Text in terms of dominant, negotiated and Oppositional reading...............................................4CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................5
INTRODUCTIONSemiotic analysis is the study of culture and text, it reveals the values that are followed inadvertisements. “Unconscious culture patterns”, i.e. the shape of consumer behaviour towardsthe content presented to them online, which are evaluated in this assessment (Bergsma, 2016.). Itis the process of uncovering the hidden message in the advertisements rather than criticizingthem. This report has been prepared after deep analysis of text and culture in advertisements.Commutation test, gaze operations are also included in analysis.TASKSign system and sign in range of syntagms, paradigms, metonym and connotations.1.Signs and Sign System is the fundamental concept in the analysis, reflects therelationship between signs and system of signs. The sign system is alternatively called aslanguage. Since it has connotations with human language, that is why it is relativelypreferred to be called as language, particularly human language. It is the only example ofsign system, probably the most complex sign system at present. Different semioticiantakes it as different, few of them report this as communication while few tend to focusupon logical sciences (Changnon, 2016). They evaluate areas as logical sciences like howorganism communicate and make predictions on semiotics. Colgate has been covered thelinguistic, denoted and connoted message. They have presented a message to theaudiences in order to make them understand why they are buying the product. Contentmay be decoded by each user differently, depending upon their language, gender orsociety they live in.2.Syntagmatic analysis is Learning the 'surface structure' of texts, rather paradigmaticanalysis seeking to identify various pre-existing sets of signifiers (or paradigms).Structural evaluation is preferred by analysts because it has both positive and negativeconnotations for every form of signifier.3.Those used in texts drawn are relating as contrasting and opposing to same set inparadigmatic analysis. It involves comparing and contrasting all the signifiers,considering the selected signifier from the those might have been chosen.4.Theorists have discussed upon the analogical relationships that classification system withsystem of meaning. They also argue upon the structural binary oppositions on the basis of1
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