CI5472 Teaching Film, Television, and Media
Module 4: Critical Approaches to Responding to Media Texts
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As you move through this module, you will be applying the various critical perspectives to a 30 second Secret deodorant ad. In this ad, portraying a wife and husband’s conversation in a kitchen, the wife is nervously preparing to ask her boss for a raise, something her husband is encouraging her to do. After she returns from meeting with the boss, he is prepared to celebrate the fact that she may have gotten a raise by opening a bottle of Champaign, only to have her inform him that’s she’s decided to quit in order to go back to school. |
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What this mini-drama has to do with underarm odor is a stretch, but one could assume that for such an important meeting with the boss, it’s important to use a deodorant. There may also be a double-play on “secret” associated with the wife’s real intention of wanting to return to school. |
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| Applying Critical Perspectives to an Ad |
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Poststructuralist/ Deconstructivist Theory: Interrogating Language Codes/Categories |
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