In his book “Advertising the American Dream. Making Way for Modernity, 1920 –1940.”, Marchand (1985) expresses the idea that ads allow us to reconstruct past ideas, images, stereotypes, and can serve as a testimony of the past. Indeed, ads aim at reflecting and shaping social values and popular attitudes. However, one can question whether the content…Continue reading Analyzing a television commercial from the 1960s

Discourse Analysis I, as we saw in my previous post, was concerned with the social positions of difference and authority that are articulated through images and texts, but also on the production and the rhetorical organization of visual and textual materials. The Discourse Analysis II that I will present here, even though it works with…Continue reading DISCOURSE ANALYSIS II