LESSON 121015: I STILL DON'T GET WHAT YOU MEAN

Objective [1] To deepen understanding of how semiotics works
Objective [2] To apply theoretical knowledge covered 
Objective [3] To consider deeper implications for how media products work on audiences

Review: In lesson 9 we explored the idea of the multiple layers of meaning that images can have for audiences and the consequences of this for advertisers who are really only interested in their target market having one shared and predictable reading of their products.
This is polysemics and is countered by the attempt of advertisers to construct anchorage of images

This time we’re going to explore how this operates in print adverts – but of course all of these lessons are applicable to emedia and broadcast products

Coca-Cola adverts:
How are these adverts anchored to create audience understanding of what Coca-Cola sees as it’s USP