According to Marchand (1985), the 1920s and 1930s marked a shift in the advertising landscape – advertisements were increasingly focused on the consumer rather than the product. This was also characteristic of television commercials of the 1950s and 1960s, which catered to the average American consumer’s anxieties and satisfactions. Machin (2007) provides a semiotic approach […]
In line with the Foucauldian perspective, discourse analysis II focuses on understanding visual images that are embedded in the practices of institutions and their exercise of power. In other words, according to Rose (2001), it pays attention to the articulation of discourses through institutional apparatuses and institutional technologies which produces certain human subjects (p.164). Discourse […]