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Subvertising is the practice of making spoofs or parodies of corporate and political advertisements. The cultural critic Mark Dery coined the term in 1991. Subvertisements are anti-ads that deflect advertising's attempts to turn the people's attention in a given direction. According to author Naomi Klein, subvertising offers a way of speaking back to advertising, ‘forcing a dialogue where before there was only a declaration.’ They may take the form of a new image or an alteration to an existing image or icon, often in a satirical manner.
Sexual objectification is the act of treating a person solely as an object of sexual desire. Objectification more broadly means treating a person as a commodity or an object without regard to their personality or dignity. Objectification is most commonly examined at the level of a society, but can also refer to the behavior of individuals and is a type of dehumanization.
Masculinity is a set of attributes, behaviors, and roles associated with men and boys. Although masculinity is largely thought to be socially constructed, research indicates that some behaviors considered masculine are biologically influenced. To what extent masculinity is biologically or socially influenced is subject to debate. It is distinct from the definition of the biological male sex, as both males and females can exhibit masculine traits.
A literary genre is a category of literary composition. Genres may be determined by literary technique, tone, content, or even length. They generally move from more abstract, encompassing classes, which are then further sub-divided into more concrete distinctions. The distinctions between genres and categories are flexible and loosely defined, and even the rules designating genres change over time and are fairly unstable.
Within a capitalist economic system, commodification is the transformation of goods, services, ideas, nature, personal information or people into commodities or objects of trade. A commodity at its most basic, according to Arjun Appadurai, is "anything intended for exchange," or any object of economic value.
Elocution is the study of formal speaking in pronunciation, grammar, style, and tone as well as the idea and practice of effective speech and its forms. It stems from the idea that while communication is symbolic, sounds are final and compelling.
An audience is a group of people who participate in a show or encounter a work of art, literature, theatre, music, video games, or academics in any medium. Audience members participate in different ways in different kinds of art; some events invite overt audience participation and others allowing only modest clapping and criticism and reception.
Ethos is a Greek word meaning "character" that is used to describe the guiding beliefs or ideals that characterize a community, nation, or ideology. The Greeks also used this word to refer to the power of music to influence emotions, behaviors, and even morals. Early Greek stories of Orpheus exhibit this idea in a compelling way. The word's use in rhetoric is closely based on the Greek terminology used by Aristotle in his concept of the three artistic proofs or modes of persuasion. It gives credit to the speaker, or the speaker is taking credit.
Pathos appeals to the emotions of the audience and elicits feelings that already reside in them. Pathos is a communication technique used most often in rhetoric, as well as in literature, film and other narrative art.
Mark Crispin Miller is a professor of media studies at New York University.
Music in advertising refers to music integrated into (mass) electronic media advertisements to enhance its success. Music in advertising affects the way viewers perceive the brand by different means and on different levels, and "can significantly affect the emotional response to television commercials." It also affects the musicians whose music is featured in advertisements.
Antifeminism, also spelled anti-feminism, is opposition to some or all forms of feminism. In the late 19th century and early 20th century antifeminists opposed particular policy proposals for women's rights, such as the right to vote, educational opportunities, property rights, and access to birth control. In the mid and late 20th century antifeminists often opposed the right to abortion and, in the United States, the Equal Rights Amendment. In the early 21st century antifeminism has sometimes been an element of violent, far-right extremist acts.
Dramatism, a communication studies theory, was developed by Kenneth Burke as a tool for analyzing human relationships through the use of language. Burke viewed dramatism from the lens of logology, which studies how people's ways of speaking shape their attitudes towards the world. According to this theory, the world is a stage where all the people present are actors and their actions parallel a drama. Burke then correlates dramatism with motivation, saying that people are "motivated" to behave in response to certain situations, similar to how actors in a play are motivated to behave or function. Burke discusses two important ideas – that life is drama, and the ultimate motive of rhetoric is the purging of guilt. Burke recognized guilt as the base of human emotions and motivations for action. As cited in "A Note on Burke on "Motive"", the author recognized the importance of "motive" in Burke's work. In "Kenneth Burke's concept of motives in rhetorical theory", the authors mentioned that Burke believes that guilt, "combined with other constructs, describes the totality of the compelling force within an event which explains why the event took place."
The following events related to sociology occurred in the 1980s.
Rhetoric of therapy is a concept coined by American academic Dana L. Cloud to describe "a set of political and cultural discourses that have adopted psychotherapy's lexicon—the conservative language of healing, coping, adaptation, and restoration of previously existing order—but in contexts of social and political conflict".
Multimodality is the application of multiple literacies within one medium. For example, understanding a televised weather forecast (medium) involves understanding spoken language, written language, weather specific language, geography, and symbols. Multiple literacies or "modes" contribute to an audience's understanding of a composition. Everything from the placement of images to the organization of the content to the method of delivery creates meaning. This is the result of a shift from isolated text being relied on as the primary source of communication, to the image being utilized more frequently in the digital age. Multimodality describes communication practices in terms of the textual, aural, linguistic, spatial, and visual resources used to compose messages.
Alan Jacobs is a scholar of English literature and a literary critic. He is a distinguished professor of the humanities in the honors program of Baylor University.
Richard K. Ashley is a postmodernist scholar of International relations. He is an associate professor at the Arizona State University's School of Politics and Global Studies.
James Rorty was a 20th-century American radical writer and poet as well as political activist who addressed controversial topics that included McCarthyism, Jim Crow, American industries, advertising, and nutrition, and was perhaps best known as a founding editor of the New Masses magazine.
References
- ↑ "James Rorty, 82, A Radical Editor". The New York Times. 1973-02-26. Retrieved 25 May 2021.
- ↑ D'Angelo, Frank J. (1986). "Subliminal Seduction: An Essay on the Rhetoric of the Unconscious". Rhetoric Review. 4 (2): 160–161. doi:10.1080/07350198609359118. ISSN 0735-0198. JSTOR 466034.
- 1 2 Brickell, Herschel (1934). "The Literary Landscape". The North American Review. 238 (1): 88–96. ISSN 0029-2397. JSTOR 25114480 . Retrieved 25 May 2021.
- ↑ Duffus, R. l (1934-05-20). "Mr. Rorty's Biased View of Modern Advertising; There Is Truth in His Picture, but What He Shows Is by No Means the Whole Picture OUR MASTER'S VOICE: ADVERTISING". The New York Times. Retrieved 25 May 2021.