So through the chaos that was mass communication, I wasn't able to complete the activism project or the film/video curation. I was a bit disappointed, because I was interested in both. So I decided I would write a blog about what I would have liked to do, my ideas, my hopes, etc.
I have always had an interest in screenwriting and video production. In Media Studies in high school, we were asked to make a video following a popular television genre. Our group had chosen to do a sitcom, and it ended up being very similar to a Friends episode. I was able to experiment with video editing, as well as adding in effects and playing with the sound. I learned making a 20-minute show takes a lot of effort. The amount of times we yelled, "cut" was ridiculous. I would have enjoyed making a soap opera or something in the horror genre, just so we could emphasize the use of stereotypes that go along with these genres. Not to mention both of them involve a lot of dramatic effect, which would have been enjoyable to create. Now that we learned the effect of shot types and camerawork with regards to semiotics, it would have been fun to try and put hidden messages in our video.
I was not able to take part in any extravagant activist projects this semester. I think I have always had this idea that being an activist means taking huge steps for the greater good. Although I may have not held any interventions or meetings, I took part in Buy Nothing Day last Friday, November 23rd. It felt nice knowing I was one of the many who took part in something that leads the public closer to media democracy.
I strongly believe writing letters and having your voice heard is a great thing. I had a close friend who began writing letters to animal testers when she was very young. Being an animal lover myself, I was greatly inspired by her actions. PETA provides a great article about writing to legislators, businesses, and local newspapers or broadcasts. Along with caring for animals, I also care about what we have done to our planet. Global warming cannot be helped unless people start making an effort to changes things now. David Suzuki also provides a great resource on his website in order to make a difference. He talks about the importance of contacting government representatives and writing letters to voice concerns about the environment.
There are so many organizations out there that need people’s support in order to receive recognition. I think a person can always find one that affects them directly. You don’t have to be a “tree hugger” to make a difference, just do what you can to get your voice heard in some way.
Monday, November 26, 2007
Thursday, November 22, 2007
Books, Books, & more Books
Considering this semester has been pretty hectic, I haven’t been able to do my usual reading. The other day when I was in Chapters, I walked by the Media/Pop Culture section and was amazed at all the exciting titles. I even saw some other works by the authors of the books we had to read for this class.
Here are some of the books that I found interesting:
Reinventing Comics by Scott McCloud
Mediated: How the Media Shapes Your World and the Way You Live in It by Thomas De Zengotita
Convergence Culture: Where Old and New Media Collide by Henry Jenkins
The Wow Climax: Tracing the Emotional Impact of Popular Culture by Henry Jenkins
The Disappearance of Childhood by Neil Postman
The End of Education: Redefining The Value Of School by Neil Postman
How to Watch TV News by Neil Postman
Girls Make Media by Mary Kearney
Media/Society: Industries, Images and Audiences by David R Croteau, William Hoynes
Culture Jam: How to Reverse America's Suicidal Consumer Binge - And Why We Must by Kaile Lasn
Everything Bad Is Good For You: How Today's Popular Culture Is Actually Making Us Smarter by Steven Johnson
[this is quite a different look compared to a lot of the other books]
Cell Phone Culture by Gerard Goggin
Most of the books are to better understand media and its affect on culture, but there are also ones that pertain to me directly. If I ever find the time, I definitely want to read these books in the near future.
Here are some of the books that I found interesting:
Reinventing Comics by Scott McCloud
Mediated: How the Media Shapes Your World and the Way You Live in It by Thomas De Zengotita
Convergence Culture: Where Old and New Media Collide by Henry Jenkins
The Wow Climax: Tracing the Emotional Impact of Popular Culture by Henry Jenkins
The Disappearance of Childhood by Neil Postman
The End of Education: Redefining The Value Of School by Neil Postman
How to Watch TV News by Neil Postman
Girls Make Media by Mary Kearney
Media/Society: Industries, Images and Audiences by David R Croteau, William Hoynes
Culture Jam: How to Reverse America's Suicidal Consumer Binge - And Why We Must by Kaile Lasn
Everything Bad Is Good For You: How Today's Popular Culture Is Actually Making Us Smarter by Steven Johnson
[this is quite a different look compared to a lot of the other books]
Cell Phone Culture by Gerard Goggin
Most of the books are to better understand media and its affect on culture, but there are also ones that pertain to me directly. If I ever find the time, I definitely want to read these books in the near future.
One Thing Leads To Another [Timeline of Social/Media/History]
In my group, I decided to focus on the invention of the automobile. I feel as though the birth of the automobile, or car for short, led to a large degree of social movements. Positive things have come out of the invention of the car, but many negative things have resulted from this invention as well.
It was difficult finding early information about the true inventor of the car, mainly because many different men contributed to the final invention. Early attempts used a steam-powered vehicle, such as the first self-propelled car built by Nicolas Cugnot in 1769. The first internal combustion engine allowed a vehicle to run on a mixture of hydrogen and oxygen, and was designed by Francois Isaac de Rivaz in 1807. Many designs were created based on the Rivaz combustion engine, but it wasn’t until the 1860’s when Jean Joseph Etienne Lenoir built the first two-stroke gas driven engine. This lead to the creation of the four-stroke engine in 1885, by Gottlileb Damlier and Nicolas Otto. The pair didn’t work well together, however, and their partnership fell apart.
It was Karl Benz, in 1886, who created an advanced tri-cycle, which is said to be the first true car. Over in the United States, Henry Ford was busy experimenting with a horseless carriage in 1890. Through many stages, the Model T Ford was created. It was powered by a two-cylinder gasoline engine, and was release in 1908. Ford produced his vehicles on a moving assembly line, and this was the introduction to mass production in the automobile industry.
Although it took time, people began buying cars. Eventually, a strong need for public transit disappeared because people had their own means of getting places. The suburbs were created because people were able to drive long distances, so it wasn’t a concern if things were placed further apart. A lifestyle in itself, the “suburban life”, was created from the invention of the car.
In today’s society, it is easy to see what the invention of the car has led to. First of all, global warming is a huge concern. With the rise in the world’s population, and the mass production of cars, there are seemingly too many cars on the road. These cars emit poisonous gases, which harm our atmosphere. Not to mention the growing concern of obesity, which has greatly stemmed from lack of exercise. Suburban lifestyles have made walking places difficult, especially compared to a city where everything is in walking distance. Why walk somewhere when you can hop in your car and drive? This seems to be the common mentality.
I was thinking about what else cars imply, and I realized something. Cars were invented by men, and it is no surprise that cars are a topic many men enjoying talking about. I’m not saying that women can’t enjoy cars, because I definitely enjoy vintage vehicles, but I’ve come to realize that cars seem to be an invention that encourages stereotypes. It’s similar to the concept that baby boys receive blue blankets and baby girls receive pink blankets. Why is it that toy cars are advertised for boys, while dolls are advertised for girls? Cars are just another invention that makes gender equality harder to achieve.
My studies relate to the ecology of media because cars, a technology, have had a direct affect on people's behaviors and habits. Each new technology leads to so many changes. An invention may seem so minuscule, but it can pack a heavy punch on society. I strongly believe the reason people change is due to the technology around them.
Works Cited:
"Birth of Cars." Car Channel. 17 Nov. 2007.
It was difficult finding early information about the true inventor of the car, mainly because many different men contributed to the final invention. Early attempts used a steam-powered vehicle, such as the first self-propelled car built by Nicolas Cugnot in 1769. The first internal combustion engine allowed a vehicle to run on a mixture of hydrogen and oxygen, and was designed by Francois Isaac de Rivaz in 1807. Many designs were created based on the Rivaz combustion engine, but it wasn’t until the 1860’s when Jean Joseph Etienne Lenoir built the first two-stroke gas driven engine. This lead to the creation of the four-stroke engine in 1885, by Gottlileb Damlier and Nicolas Otto. The pair didn’t work well together, however, and their partnership fell apart.
It was Karl Benz, in 1886, who created an advanced tri-cycle, which is said to be the first true car. Over in the United States, Henry Ford was busy experimenting with a horseless carriage in 1890. Through many stages, the Model T Ford was created. It was powered by a two-cylinder gasoline engine, and was release in 1908. Ford produced his vehicles on a moving assembly line, and this was the introduction to mass production in the automobile industry.
Although it took time, people began buying cars. Eventually, a strong need for public transit disappeared because people had their own means of getting places. The suburbs were created because people were able to drive long distances, so it wasn’t a concern if things were placed further apart. A lifestyle in itself, the “suburban life”, was created from the invention of the car.
In today’s society, it is easy to see what the invention of the car has led to. First of all, global warming is a huge concern. With the rise in the world’s population, and the mass production of cars, there are seemingly too many cars on the road. These cars emit poisonous gases, which harm our atmosphere. Not to mention the growing concern of obesity, which has greatly stemmed from lack of exercise. Suburban lifestyles have made walking places difficult, especially compared to a city where everything is in walking distance. Why walk somewhere when you can hop in your car and drive? This seems to be the common mentality.
I was thinking about what else cars imply, and I realized something. Cars were invented by men, and it is no surprise that cars are a topic many men enjoying talking about. I’m not saying that women can’t enjoy cars, because I definitely enjoy vintage vehicles, but I’ve come to realize that cars seem to be an invention that encourages stereotypes. It’s similar to the concept that baby boys receive blue blankets and baby girls receive pink blankets. Why is it that toy cars are advertised for boys, while dolls are advertised for girls? Cars are just another invention that makes gender equality harder to achieve.
My studies relate to the ecology of media because cars, a technology, have had a direct affect on people's behaviors and habits. Each new technology leads to so many changes. An invention may seem so minuscule, but it can pack a heavy punch on society. I strongly believe the reason people change is due to the technology around them.
Works Cited:
"Birth of Cars." Car Channel. 17 Nov. 2007
The Results Are In
I don’t even think I could describe how nervous I was yesterday. Mark had said last week that he was going to hand out our semiotics papers the next week, which was yesterday. I tried to focus on what he was saying through the majority of the class, but all I kept looking at were the papers on his desk. Mine was somewhere in there, finally free from the scrutiny it had endured.
Mark finally talked about the papers. He said the class average was 69%, which was the highest a Mass Communication class had ever reached with him. I was a tad bit proud, having always though we had a very bright class, but the revelation did nothing to my nerves. When he finally let us at them, I was hesitant. I was hoping for anything over a 60, and a 70 would be the cause of a celebration. When I grabbed mine from the mess of papers on the floor, I searched for the grade. When I finally found it, I think I took three double takes to make sure I was reading correctly. A mark in the 80s?!
I don’t think I have ever been so proud of a mark in my life. This one meant a lot more than any other ones for sure. Now that I think back, I wish I had been more confident in my work. I was worried about receiving a 60, when I was looking past the fact that I had actually worked hard on this paper. I had taken Mark’s advice and went to the Writing Center, and I have to admit, they helped in a lot of ways. At first I thought writing about something as random as chocolate advertisements might be weird, but I knew that I had learned enough in the course to prove my ideas. Usually it is hard to see how much you learn from a course, and how much you improve, but I think it is quite evident in this class. I went from hardly thinking about my first assignment and receiving a barely passing mark, to working hard to show how much I had taken out of the course and putting it into a well-thought out paper.
This mark definitely helps me believe that I am in the right place.
Mark finally talked about the papers. He said the class average was 69%, which was the highest a Mass Communication class had ever reached with him. I was a tad bit proud, having always though we had a very bright class, but the revelation did nothing to my nerves. When he finally let us at them, I was hesitant. I was hoping for anything over a 60, and a 70 would be the cause of a celebration. When I grabbed mine from the mess of papers on the floor, I searched for the grade. When I finally found it, I think I took three double takes to make sure I was reading correctly. A mark in the 80s?!
I don’t think I have ever been so proud of a mark in my life. This one meant a lot more than any other ones for sure. Now that I think back, I wish I had been more confident in my work. I was worried about receiving a 60, when I was looking past the fact that I had actually worked hard on this paper. I had taken Mark’s advice and went to the Writing Center, and I have to admit, they helped in a lot of ways. At first I thought writing about something as random as chocolate advertisements might be weird, but I knew that I had learned enough in the course to prove my ideas. Usually it is hard to see how much you learn from a course, and how much you improve, but I think it is quite evident in this class. I went from hardly thinking about my first assignment and receiving a barely passing mark, to working hard to show how much I had taken out of the course and putting it into a well-thought out paper.
This mark definitely helps me believe that I am in the right place.
Monday, November 19, 2007
Not Just A Phone Company Anymore [Media Hegemonies]
Christina and I worked together on this project, and we were both pretty confused at where to start. It’s not that I don’t understand the concept of hegemony and media ownership, there just seems to be so much information that it’s difficult to begin. I’m glad that I’ve worked with her for most of these projects, mainly because we bounce ideas off each other really well.
We visited yourmedia.ca and found ten major companies that own a lot of the media Canadians hear, read, and see daily. We decided to pick a Canadian company, Bell Canada Enterprises (BCE), instead of one of the big American companies. I was surprised to find that so many of the print I read and television I watch is owned by Bell.
As the map above depicts, BCE owns the Globe and Mail, CTV Network, and The Comedy Network, just to name a few. Last year, BCE bought CHUM Ltd. for $1.4 billion. Allan Waters created CHUM in 1954, with one lone radio station. The company grew to have 33 radio stations, 12 television outlets, and 21 specialty channels. It is interesting to find out such a well-known pioneering company, such as CHUM, was bought by BCE.
It is obvious that these huge companies are always striving to become bigger and receive more, especially with regards to money. The more media an enterprise is able to control, the better. The main problem, however, is that these huge companies are taking over all sorts of media and taking away the voice of smaller companies. How are independent magazines, newspapers, and broadcast channels supposed to survive? A lot of money is going to large companies, which are able to buy out smaller companies. This concept is similar to what happened with BCE buying out CHUM.
The scary fact is that BCE owns so many media outlets, that they are basically deciding what the public is being informed about. If the BCE is doing some wrong, they could make sure their media outlets are keeping it quiet or spinning the story to make it something positive. Suddenly, all their media outlets are seemingly PR representatives. It is also interesting to note that BCE could use product placement and advertising in any television show, newspaper, or Internet site they want. It is no surprise that I frequently see Bell commercials and advertising, probobably more than any other service provider.
A concentrated amount of companies own the media in Canada. All of these companies have too much money for their own good. We, as the public and consumers, are being told what to think and believe by a small group of people who own much of the information we receive daily. I think it is important to recognize hegemony, and try our best to receive information from all types of sources, especially those who are not owned by one single company.
Works Cited:
Robertson, Grant, and Jacquie McNish. "BGM Grabs CHUM for $1.4 Billion." Your Media. 19 Nov. 2007.
We visited yourmedia.ca and found ten major companies that own a lot of the media Canadians hear, read, and see daily. We decided to pick a Canadian company, Bell Canada Enterprises (BCE), instead of one of the big American companies. I was surprised to find that so many of the print I read and television I watch is owned by Bell.
As the map above depicts, BCE owns the Globe and Mail, CTV Network, and The Comedy Network, just to name a few. Last year, BCE bought CHUM Ltd. for $1.4 billion. Allan Waters created CHUM in 1954, with one lone radio station. The company grew to have 33 radio stations, 12 television outlets, and 21 specialty channels. It is interesting to find out such a well-known pioneering company, such as CHUM, was bought by BCE.
It is obvious that these huge companies are always striving to become bigger and receive more, especially with regards to money. The more media an enterprise is able to control, the better. The main problem, however, is that these huge companies are taking over all sorts of media and taking away the voice of smaller companies. How are independent magazines, newspapers, and broadcast channels supposed to survive? A lot of money is going to large companies, which are able to buy out smaller companies. This concept is similar to what happened with BCE buying out CHUM.
The scary fact is that BCE owns so many media outlets, that they are basically deciding what the public is being informed about. If the BCE is doing some wrong, they could make sure their media outlets are keeping it quiet or spinning the story to make it something positive. Suddenly, all their media outlets are seemingly PR representatives. It is also interesting to note that BCE could use product placement and advertising in any television show, newspaper, or Internet site they want. It is no surprise that I frequently see Bell commercials and advertising, probobably more than any other service provider.
A concentrated amount of companies own the media in Canada. All of these companies have too much money for their own good. We, as the public and consumers, are being told what to think and believe by a small group of people who own much of the information we receive daily. I think it is important to recognize hegemony, and try our best to receive information from all types of sources, especially those who are not owned by one single company.
Works Cited:
Robertson, Grant, and Jacquie McNish. "BGM Grabs CHUM for $1.4 Billion." Your Media. 19 Nov. 2007
Thursday, November 15, 2007
Technology Through The Ages [Tenth Lecture]
Today we were asked to get into groups and list ten important technologies that had a great cultural impact. If anything, choosing only ten was the hard part. Our group was outside for about two minutes and already threw out far more than ten inventions. The ones we ended up writing down were: light bulb, electricity, television, gun, microwave, wheel, telephone, computer, camera, alphabet, clock, and credit cards. The alphabet and printing press were among the popular picks, which makes sense. If it wasn’t for the alphabet and phonetic alphabet, all the other inventions could not be created.
I am SO glad Mark introduced me to Shameless magazine. As a female, I obviously care about how women are portrayed in the media. I read many female magazines, where I always find contradictions of all sorts. I will read an article about maintaining a healthy body image, and then flip to a fashion spread with frail, anorexic looking models. I’m currently looking for a copy of Shameless to call my own, but I was able to read some of their online articles already. I like their fresh and honest look on females in society, and how they write about issues that appeal to me. Its magazines like Shameless that people need to fight back at the common images the media depicts.
I am SO glad Mark introduced me to Shameless magazine. As a female, I obviously care about how women are portrayed in the media. I read many female magazines, where I always find contradictions of all sorts. I will read an article about maintaining a healthy body image, and then flip to a fashion spread with frail, anorexic looking models. I’m currently looking for a copy of Shameless to call my own, but I was able to read some of their online articles already. I like their fresh and honest look on females in society, and how they write about issues that appeal to me. Its magazines like Shameless that people need to fight back at the common images the media depicts.
Upkeep
I still can’t decide if I would recommend this blog system for the course. I have kept a blog in the past, and I think it is an extremely innovative idea. Blogging is such a modern form of voicing your opinions to an audience, so why not include it in a mass communication class?
At the same time, I always have a voice in my head that is telling me that I must blog. It’s like a never-ending ache. I still think this method is better than having to hand in a big portfolio at the end, but I still wish we had more direction. Due dates for the projects and such. I guess I’m still used to being guided, and this class has put me to an extreme test. I have always been a procrastinator, so I find myself doing these blogs weeks later quite frequently. When Mark said this class would be more than my other classes combined, he wasn’t kidding.
I definitely think these blogs show who we truly are. There are so many things we could talk about in this course: the lectures, group projects, etc. All of them will be so different. Something that I find interesting in a lecture may be completely irrelevant for somebody else. I find myself wondering what sort of impression I make for the other people who read my blog. I also find myself wondering if I’m understanding what Mark is trying to tell us in every class. Even if I am not able to complete every project, I want to make my process in my other projects apparent and really show what I learned from each one. I feel like this class has grown with me as I’ve went through my first semester of university, right down to how I approached my last paper. I appreciate how far hard work will take you, and how working with others instead of competing with them can be extremely rewarding.
At the same time, I always have a voice in my head that is telling me that I must blog. It’s like a never-ending ache. I still think this method is better than having to hand in a big portfolio at the end, but I still wish we had more direction. Due dates for the projects and such. I guess I’m still used to being guided, and this class has put me to an extreme test. I have always been a procrastinator, so I find myself doing these blogs weeks later quite frequently. When Mark said this class would be more than my other classes combined, he wasn’t kidding.
I definitely think these blogs show who we truly are. There are so many things we could talk about in this course: the lectures, group projects, etc. All of them will be so different. Something that I find interesting in a lecture may be completely irrelevant for somebody else. I find myself wondering what sort of impression I make for the other people who read my blog. I also find myself wondering if I’m understanding what Mark is trying to tell us in every class. Even if I am not able to complete every project, I want to make my process in my other projects apparent and really show what I learned from each one. I feel like this class has grown with me as I’ve went through my first semester of university, right down to how I approached my last paper. I appreciate how far hard work will take you, and how working with others instead of competing with them can be extremely rewarding.
Wednesday, November 14, 2007
A Trip Around The World [Podcasting In The Market]
Christina and I had the idea of making a podcast tour about Kensington Market a while ago, but we didn't do it until now. I definitely wanted to do somewhere eclectic and quirky, and those words basically define the Market. I took on the role of explaining the history of the Market, and special celebrations. Christina decided to talk about all the different clothing shops and restaurants.
I think our main intention with this script was to not only exhibit an amazing place that is normally unheard of, but to talk about the origin's of Toronto. Kensington Market has changed so much with time, and continues to be a historical site. The following script is a LOT of information, but we wanted to make sure our script had a lot we could talk about if we were to actually make the podcast. Obviously not every store, for example, would need to be read, but we could list some and talk about the popular ones, such as the Hot Box Cafe.
Kensington Market [script]
ASHLEY:
Tired of shopping on typical Queen St. West, and in the need of affordable vintage finds, my mom suggested I try Kensington Market. I remember having no clue what she was talking about, until she explained that when she first moved to Canada at the age of 15, Kensington Market was a popular place for Portuguese immigrants. It was a popular place for a lot of other cultures as well, with people residing from Asia, the Caribbean, the Middle East, and other countries in Europe. She said a walk through Kensington is like being introduced to all places around the world. When I finally did find the “Market”, as it is commonly called, I was pleased at how right she was. Located between Dundas and College, west of Spadina, the Market swarmed with a certain vibe that felt unlike any other Toronto community I had visited.
Kensington Market began as the “Jewish Market” essentially, with about 80% of Toronto’s Jewish population living in the area in the 1920s. Many of the Jewish residents sold goods right in front of their homes, creating a booming economy for the residents of Kensington Market. After the Second World War, many original Jewish residents moved to wealthier suburban areas and other immigrants from all over the world made the Market their new home.
CHRISTINA:
Stores
Clothing- there’s a long list of all of the awesome clothing stores Kensington has to offer. A lot of these stores are vintage clothing shops or silk-screen t-shirt shops, it may take a bit more time to search through everything, but in the end you’ll find something you love and that is perfect for your style.
AAA Army Surplus
Astro
Bubblegum
Bungalow
Courage My Love
Cute Stone
D Lovely
Dancing Days
Dean Horn
Ego
Exile
Eye of Shiva
Flashback
Fresh Baked Goods
G&P Fashion
Gale Designs
Ha-Ha Kids
Hardboiled Inc.
Harry David Limited
Iki
Jessica's Season Wear
Kensington Clothing Co.
Shanti
Shoney's Clothing
Sunshine Leather
The Cave
Tom's Place
Trend Setter Company Ltd.
Triple A Clothing
Twice As Nice
Urban Catwalk
Vintage Depot
Zimmerman's
This list alone would be enough to attract consumers and tourists, but it is only the beginning of what Kensington has to offer
Other noteworthy stores include
Orbital Arts- jewelry, home décor
Adrift- a skate shop
African Drums & Art Crafts
Butterfly- Jewellery/purses/hats
Essence of Life- organic items
Mad Scientist-electronics store
Reactive Ink- tattoo shop
Rhythm Corner-record and cd store
Now, everyone’s gotta eat, so naturally there are many restaurants available so we can relax and have a bite to eat.
Akram's Shoppe Middle Eastern foods
Amadeu's Traditional Portuguese
Amato's Pizza,pasta,salads
Ban Vanipha Lao and Thai food
Cloak & Dagger Eighteen types of beer on draft
El Trompo Authentic Mexican
Ideal Coffee Fresh organic coffee
Kensington's Grilled sandwiches, gourmet coffee and tea
La Palette Classic French Bistro, relaxed atmosphere - great selection of wine and beer
Patty King Patties/Bakery/West Indian and Jamaican
Roach-A-Rama and The Hot Box Café-Pipes/papers/hemp clothing, and a pot-friendly cafe
The Bagel All-day breakfast
The Fish Shack/Paradise Bay Fish and juices
The Last Temptation Eclectic menu, reasonable prices
The Restaurant in Kensington Organic,meatless,raw chocolatier
Probably the most interesting is, the Hot Box Café is a pot-positive café that promotes the normalization of marijuana use. Because they can’t legally sell pot, consumers must bring their own. They also have a list of rules for customers to abide by. The rules are:
1. no drinking or being already drunk (or hard drugs)
2. no dealing, asking, fishing, or mooching
3. all patrons have to be 10 years old or accompanied by a legal guardian (your 19 year old friend doesn’t count )
4. This is a restaurant, you must purchase something to hang out
5. seating maximum is one hour
and
6. all dogs must be on a short leash and well behaved
Their menu is quite appetizing as well, and it should be, since it is a restaurant, don’t let their pot-loving attitude fool you, this is a well thought-out service to the public.
And for groceries, just look for one of the 41 grocers to satisfy your needs. Most of these places are run by immigrants, they bring their culture to Toronto and are supported by those of the same culture as well as others.
Kensington is pretty much its own community, and there are many services that support this community; they include:
Chinese Lao Association
Fu Kien Society of Ontario
Hainan Association of Ontario
Red Pepper Spectacle Arts Harvest Festival, Passport Kensington, Festival of Lights
Scadding Court Community Centre Services for the community.
St. Stephen's Community Centre A multi-service, nonprofit agency serving Kensington since 1962.
ASHLEY
The Market itself is an array of narrow streets and alleys, which makes the usage of cars difficult. Usually, people walk or bike. The streets are usually busy with people shopping in some of Toronto’s best vintage stores, or buying fresh bruit and vegetables at stands piled with produce.
Kensington is home to its own festivals and traditions. The Winter Solstice in December is the date of the annual “Festival of the Light”, full of street performers and bonfires.
Car Free Sundays occurs 6 months of the year, where the Market restricts any use of cars and allows pedestrians to wander the streets, where businesses bring their stores outside. If only other places chose to ban cars for certain days of the year, we would surely le
- Kensington Market was named a National Historic Site in November 2006, by Parks Canada.
- Even though it is rich in diversity, there is a certain quality about Kensington Market that makes it very warm and intimate.
If you can get past the smell, Kensington Market is the place for you!
Works Cited:
"Hot Box Cafe." Roachorama.Ca. 2004. 27 Nov. 2007
"Kensington Market." Kensington-Market.Ca. 2007. 27 Nov. 2007.
"Kensington Market." Tourism Toronto. 14 Nov. 2007
I think our main intention with this script was to not only exhibit an amazing place that is normally unheard of, but to talk about the origin's of Toronto. Kensington Market has changed so much with time, and continues to be a historical site. The following script is a LOT of information, but we wanted to make sure our script had a lot we could talk about if we were to actually make the podcast. Obviously not every store, for example, would need to be read, but we could list some and talk about the popular ones, such as the Hot Box Cafe.
Kensington Market [script]
ASHLEY:
Tired of shopping on typical Queen St. West, and in the need of affordable vintage finds, my mom suggested I try Kensington Market. I remember having no clue what she was talking about, until she explained that when she first moved to Canada at the age of 15, Kensington Market was a popular place for Portuguese immigrants. It was a popular place for a lot of other cultures as well, with people residing from Asia, the Caribbean, the Middle East, and other countries in Europe. She said a walk through Kensington is like being introduced to all places around the world. When I finally did find the “Market”, as it is commonly called, I was pleased at how right she was. Located between Dundas and College, west of Spadina, the Market swarmed with a certain vibe that felt unlike any other Toronto community I had visited.
Kensington Market began as the “Jewish Market” essentially, with about 80% of Toronto’s Jewish population living in the area in the 1920s. Many of the Jewish residents sold goods right in front of their homes, creating a booming economy for the residents of Kensington Market. After the Second World War, many original Jewish residents moved to wealthier suburban areas and other immigrants from all over the world made the Market their new home.
CHRISTINA:
Stores
Clothing- there’s a long list of all of the awesome clothing stores Kensington has to offer. A lot of these stores are vintage clothing shops or silk-screen t-shirt shops, it may take a bit more time to search through everything, but in the end you’ll find something you love and that is perfect for your style.
AAA Army Surplus
Astro
Bubblegum
Bungalow
Courage My Love
Cute Stone
D Lovely
Dancing Days
Dean Horn
Ego
Exile
Eye of Shiva
Flashback
Fresh Baked Goods
G&P Fashion
Gale Designs
Ha-Ha Kids
Hardboiled Inc.
Harry David Limited
Iki
Jessica's Season Wear
Kensington Clothing Co.
Shanti
Shoney's Clothing
Sunshine Leather
The Cave
Tom's Place
Trend Setter Company Ltd.
Triple A Clothing
Twice As Nice
Urban Catwalk
Vintage Depot
Zimmerman's
This list alone would be enough to attract consumers and tourists, but it is only the beginning of what Kensington has to offer
Other noteworthy stores include
Orbital Arts- jewelry, home décor
Adrift- a skate shop
African Drums & Art Crafts
Butterfly- Jewellery/purses/hats
Essence of Life- organic items
Mad Scientist-electronics store
Reactive Ink- tattoo shop
Rhythm Corner-record and cd store
Now, everyone’s gotta eat, so naturally there are many restaurants available so we can relax and have a bite to eat.
Akram's Shoppe Middle Eastern foods
Amadeu's Traditional Portuguese
Amato's Pizza,pasta,salads
Ban Vanipha Lao and Thai food
Cloak & Dagger Eighteen types of beer on draft
El Trompo Authentic Mexican
Ideal Coffee Fresh organic coffee
Kensington's Grilled sandwiches, gourmet coffee and tea
La Palette Classic French Bistro, relaxed atmosphere - great selection of wine and beer
Patty King Patties/Bakery/West Indian and Jamaican
Roach-A-Rama and The Hot Box Café-Pipes/papers/hemp clothing, and a pot-friendly cafe
The Bagel All-day breakfast
The Fish Shack/Paradise Bay Fish and juices
The Last Temptation Eclectic menu, reasonable prices
The Restaurant in Kensington Organic,meatless,raw chocolatier
Probably the most interesting is, the Hot Box Café is a pot-positive café that promotes the normalization of marijuana use. Because they can’t legally sell pot, consumers must bring their own. They also have a list of rules for customers to abide by. The rules are:
1. no drinking or being already drunk (or hard drugs)
2. no dealing, asking, fishing, or mooching
3. all patrons have to be 10 years old or accompanied by a legal guardian (your 19 year old friend doesn’t count )
4. This is a restaurant, you must purchase something to hang out
5. seating maximum is one hour
and
6. all dogs must be on a short leash and well behaved
Their menu is quite appetizing as well, and it should be, since it is a restaurant, don’t let their pot-loving attitude fool you, this is a well thought-out service to the public.
And for groceries, just look for one of the 41 grocers to satisfy your needs. Most of these places are run by immigrants, they bring their culture to Toronto and are supported by those of the same culture as well as others.
Kensington is pretty much its own community, and there are many services that support this community; they include:
Chinese Lao Association
Fu Kien Society of Ontario
Hainan Association of Ontario
Red Pepper Spectacle Arts Harvest Festival, Passport Kensington, Festival of Lights
Scadding Court Community Centre Services for the community.
St. Stephen's Community Centre A multi-service, nonprofit agency serving Kensington since 1962.
ASHLEY
The Market itself is an array of narrow streets and alleys, which makes the usage of cars difficult. Usually, people walk or bike. The streets are usually busy with people shopping in some of Toronto’s best vintage stores, or buying fresh bruit and vegetables at stands piled with produce.
Kensington is home to its own festivals and traditions. The Winter Solstice in December is the date of the annual “Festival of the Light”, full of street performers and bonfires.
Car Free Sundays occurs 6 months of the year, where the Market restricts any use of cars and allows pedestrians to wander the streets, where businesses bring their stores outside. If only other places chose to ban cars for certain days of the year, we would surely le
- Kensington Market was named a National Historic Site in November 2006, by Parks Canada.
- Even though it is rich in diversity, there is a certain quality about Kensington Market that makes it very warm and intimate.
If you can get past the smell, Kensington Market is the place for you!
Works Cited:
"Hot Box Cafe." Roachorama.Ca. 2004. 27 Nov. 2007
"Kensington Market." Kensington-Market.Ca. 2007. 27 Nov. 2007
"Kensington Market." Tourism Toronto. 14 Nov. 2007
Saturday, November 10, 2007
Yin & Yang
I have to say that these blogs are really helping me understand things. Most of the time when Mark does a lecture, I am left leaving the room with a headache. Maybe I just don’t understand his vast vocabulary, or all these theories and principles take a while to really get used to. Either way, I’ve noticed that one of the best things to do is go back to things once I’ve learned more about media in general. I think I’m one of those people who needs to see the whole picture before I can understand it. A lot of topics in media really do link back to each other though. I have a better understanding of the ecology of media after looking at the history of media, and the history of technology. After I completed my semiotics paper, I was able to look back at the icons, symbols, encoding/decoding, and the role of ideology lectures and understand them a lot better. I am starting to also understand where we are going, because media activism and culture jamming has occurred due to media ownership and convergence.
There always seems to be another side to media, an opposite. To every new technology comes advantages and disadvantages. With media ownership comes those who crave media democracy. I feel as though media is all about the yin and yang.
There always seems to be another side to media, an opposite. To every new technology comes advantages and disadvantages. With media ownership comes those who crave media democracy. I feel as though media is all about the yin and yang.
Friday, November 9, 2007
Busting Advertising [Ninth Lecture]
Mark mentioned Abraham Maslow’s five areas that structure human needs. He listed:
1) Survival
2) Safety (varying degrees of protection, both emotionally & physical)
3) Belonging (isolation is an effective way to torture someone)
4) Esteem
5) Self actualization
The more I look at these five areas, which make absolute sense; I realize that it is these needs that advertisers frequently play on to sell their products. They know that people crave to belong, for example, so the uses of “popular” products are what draw consumers in. If they have something that everyone else has, then they have a greater possibility of fitting in with society.
I was so glad to finally hear Ian speak! I’ve studied culture jamming before, so I was excited to hear his views on it. Mark Derry describes culture jamming as, “the manufacture of consent through the manipulation of symbols.” Derry also says that culture jamming, “introduce noise into the signal as it passes from transmitter to receiver, encouraging idiosyncratic, unintended interpretations.” Culture jamming is meant to go against the dominant views of media and show another side or way to view a subject.
Ian showed us some interesting billboard advertising, which is very similar to the ads that Adbuster’s create. Many of the ads had symbols that are well known in society, but added text or other images introduce a new meaning. These “anti-ads” are a form of subvertising. Mark mentioned the Guerrilla Girls, who are a bunch of feminist artists who make witty posters asking why there aren’t more female artists in museums.
Ian properly defined irony, which I had been assuming meant a strange or humorous coincidence. In actuality, it means to say one thing and mean another. He also defined parody, and talked about one of my favourite television shows, The Simpson’s. The 90s was a time of delightful family sitcoms, and The Simpson’s came along to essential parody the typical family that was portrayed. It’s interesting that the show has been around for as long as I’ve been alive, and continues to be popular. It is obvious that society accepted a show that redefined the word “family”, and showed a different side than what people were used to.
There is one thing about culture jamming that can be confusing. Adbuster’s and other organizations are making fun of advertising, through the medium of advertising. Does this take away from their desired affect? Are they really doing anything differently in the end?
Works Cited:
Derry, Mark. "Culture Jamming: Hacking, Slashing and Sniping in the Empire of Signs" http://www.levity.com/markdery/culturjam.html
1) Survival
2) Safety (varying degrees of protection, both emotionally & physical)
3) Belonging (isolation is an effective way to torture someone)
4) Esteem
5) Self actualization
The more I look at these five areas, which make absolute sense; I realize that it is these needs that advertisers frequently play on to sell their products. They know that people crave to belong, for example, so the uses of “popular” products are what draw consumers in. If they have something that everyone else has, then they have a greater possibility of fitting in with society.
I was so glad to finally hear Ian speak! I’ve studied culture jamming before, so I was excited to hear his views on it. Mark Derry describes culture jamming as, “the manufacture of consent through the manipulation of symbols.” Derry also says that culture jamming, “introduce noise into the signal as it passes from transmitter to receiver, encouraging idiosyncratic, unintended interpretations.” Culture jamming is meant to go against the dominant views of media and show another side or way to view a subject.
Ian showed us some interesting billboard advertising, which is very similar to the ads that Adbuster’s create. Many of the ads had symbols that are well known in society, but added text or other images introduce a new meaning. These “anti-ads” are a form of subvertising. Mark mentioned the Guerrilla Girls, who are a bunch of feminist artists who make witty posters asking why there aren’t more female artists in museums.
Ian properly defined irony, which I had been assuming meant a strange or humorous coincidence. In actuality, it means to say one thing and mean another. He also defined parody, and talked about one of my favourite television shows, The Simpson’s. The 90s was a time of delightful family sitcoms, and The Simpson’s came along to essential parody the typical family that was portrayed. It’s interesting that the show has been around for as long as I’ve been alive, and continues to be popular. It is obvious that society accepted a show that redefined the word “family”, and showed a different side than what people were used to.
There is one thing about culture jamming that can be confusing. Adbuster’s and other organizations are making fun of advertising, through the medium of advertising. Does this take away from their desired affect? Are they really doing anything differently in the end?
Works Cited:
Derry, Mark. "Culture Jamming: Hacking, Slashing and Sniping in the Empire of Signs" http://www.levity.com/markdery/culturjam.html
Wednesday, November 7, 2007
The Lure Of Chocolate [Final Semiotics Paper]
The Lure of Chocolate
Images of half-naked and scantily clad people have graced advertisements for decades as a way to sell products of absolutely all types. It is no secret, sex sells. It is a topic that stirs controversy, but continues to entice people’s wants and needs. Those who create advertisements understand that people crave more in life, and yearn to be socially accepted. In the world of television, advertising in the form of commercials use sight and sound to attract people’s senses. Neil Postman believes in the power of television by saying, “television … is largely aimed at emotional gratification. Even commercials … are exquisitely crafted” (86). A commercial is not put together blindly; everything is there for a reason.
I will be analyzing and comparing two television commercials selling different chocolate. One advertises Aero chocolate and the other, Kit Kat chocolate. A deeper look into both commercials will reveal embedded signs and codes, and their affect on society. I want to focus on how strategically using sex in both commercials may affect a woman and her self-understanding. These two commercials play on a woman’s insecurities and ever-present fears about her social status, and offer chocolate as a replacement for a man.
In the commercial for Aero, a man talks about chocolate, dressed in only a towel around his waist. He is muscular and good-looking, an image that is usually associated with the “ideal man.” He walks around a large house, which is nicely furnished and up-scale. Aesthetic codes connote a rich and modern setting with a very sexual atmosphere, especially with the use of a nearly nude man. The house is decorated in warm colours including brown, orange, and beige. These colours are normally associated with sensuality and romance. It is apparent that the commercial is trying to exhibit a certain romantic tone.
The meaning of the commercial is largely brought out by the textual codes within it, such as the camerawork. The first shot of the commercial is from the outside of the house. The shot is from the ground, looking up at a window where you can see the man drying himself off with a towel. This is the first time we see the man in the commercial. Daniel Chandler refers to connotations with the vertical compositional axis saying, “up has come to be associated with more and down with less”. The fact that the intended audience of the commercial, which is obviously women, is looking up at the man through the window indicates power or a higher-status for the man. Women are essentially on the outside, looking in at something they cannot have. In reference to the sections of the shots, Chandler also mentions that, “the upper section tends to … show us ‘what might be’; the lower section tends to be more informative and practical, showing us ‘what is’”. The man has a high status, exhibiting a level of importance with where he stands on the vertical axis of the shot. Although the remainder of the commercial is inside the home, this idea of the man being unreachable has already been established. Another shot of importance is during the man’s narration, before he lies down on a couch. He is walking and the camera moves to a close up of a fireplace, with wood burning. The shot connotes the sensuality of the commercial, since fireplaces are connected with warmth and romance. Television and movies are known to use a lighted fireplace in the background of a steamy sexual scene or a passionate date. This pushes the idea of the ideal romantic moment. When the man does lie down on the couch, the camera focuses on his whole body instead of his upper-half like the rest of the commercial. He holds the chocolate in front of his genitals, forcing the audience to look in that general area. This is the shot that exudes the most sexuality in the commercial.
The Kit Kat commercial is for a special type of reduced-calorie chocolate named Singles. The commercial is similar to the Aero commercial, but the chocolate itself acts as a man. The commercial is animated and takes the form of an online personal ad. The ad is for the Singles chocolate, which speaks about itself, metaphorically. Although it is a cartoon chocolate talking about its great qualities, it parallels a man doing the same. The method of using the chocolate to represent a man works because, as Scott McCloud says, “we humans are a self-centered race … we see ourselves in everything” (32). The chocolate has a simple set of cartoon facial features and its “clothes” consist of its wrapper. McCloud believes that, “the more cartoony a face is, for instance, the more people it could be said to describe” (31). Unlike the Aero commercial, where a real person is used, a cartoon version of a man is based more on his meaning rather than his specific look. However, the aesthetic codes are similar to the first commercial. The Singles chocolate is in the foreground and the background consists of a bedroom scene. The furniture is modern and the room consists of brown and warm colour schemes. Once again, the idea of romance and sensuality is suggested. The chocolate is wearing a red wrapper, which is slightly folded back to look like a collar. This sharp colour red connotes a fierce and sexual man, and sets him apart from the rest of the background. Textual codes are not as apparent as the Aero commercial, mainly because there is no camerawork or different scenes. The shot stays the same in the background, with the bedroom surrounded by a fake browser meant to look like an online personal ad. The chocolate is the only thing that moves and talks, and he stays primarily in the center. This is to keep the audience, intended to be women, focused on the chocolate man.
Social codes are important in the understanding of both commercials as well. In the Aero commercial, the man displays very sexually suggestive body language. He also speaks with a tone that is very flirtatious. He begins by mentioning how chocolate melts uncontrollably at body temperature. There is a close-up shot of him as he delivers the word “uncontrollably,” where he grins into the camera. When he is lying on the couch, he directly refers to the audience by saying “ladies” before mentioning how the pleasure is more intense with Aero chocolate melting in your mouth. At the end of the sentence he eats some chocolate and raises his eyebrows at the camera. His body actions and words are so sexual that the focus on the chocolate is nearly non-existent.
The same sort of sexual implications can be found in the social codes within the Kit Kat Singles commercial as well. The chocolate man states from the beginning that he is single and available. He raises his eyebrows and leans forward when he mentions having a nibble on a break, which has various connotations. For the purpose of this commercial, it is a play on words with Kit Kat’s slogan “have a break”. It also connotes a sexual mood, which is obvious with the raised eyebrows and passionate voice used while speaking. Similar to the Aero commercial, using sex is a strategy that both commercials use to gain attention from their female audiences.
There is much more to be said about both commercials from a social point of view. It has been established that women are the intended audience of these commercials, especially by the man in the Aero commercial speaking to women directly. Even the font of Aero is curvy and round, which connotes femininity. Other audiences would not gain much from both commercials. Most men would find them to be either humorous or just unappealing, and a child would not understand the sexual implications. It is also safe to assume that the commercials are intended for single women. The use of an online personal ad in the Kit Kat commercial takes on a modern form of dating, and the chocolate man is single. The lure of romance and lavish taste in the Aero commercial would appeal to a single woman who is looking for a relationship. Women in relationships may be looking for the same type of things as well, but the idea of chocolate being the substitute for an absent man does not apply to them if they are already in a relationship. Both commercials are constructing a reality that women should look for muscular and aggressive men, as well as luxurious romance.
There is a cultural assumption that women eat more chocolate than men, so it is not surprising that both commercials appeal to the same sort of audience. Chocolate has been called an aphrodisiac, and can be viewed as pleasurable to consume. These commercials are trying to send out the message that chocolate can provide the same sort of pleasure that a man can, especially to single females. The inability to find a man, let alone the ideal man, makes single women feel insecure. Chocolate advertisements use this fear and insecurity to sell their products. These commercials are basically demeaning single woman by using a muscular man in a rich house and showing he has power. Even though the man is being put on display for his appearance, which usually happens to females, he is not being degraded. He still holds a power that seems unattainable by a woman. The commercial is putting out the idea that since women cannot find this “ideal” man, they can at least have the chocolate.
Older single women would be very affected by these commercials, such as those who have been struggling with relationships for a long time. Or, those who fear they will be unaccepted by society because they are not already married in their 30s or 40s. These women may have possibly tried online dating or made a personal ad, which has the connotations of being the last attempt at finding someone. The Kit Kat commercial is literally making the chocolate a man in a personal ad. This further proves the idea that chocolate can be the replacement for a woman who is without a significant other. It is also interesting to notice that the man in the Aero commercial is actor Jason Lewis. His other prominent roles include acting in the television series Sex and The City. This show is known for its honest portrayal of four older, single women and their troubles with love and relationships. It is no surprise that those behind the Aero commercial chose an actor who is related to a show with a similar audience that they intended to make the commercial for.
Advertising can tell people how to improve their lives, or what they are missing out on. The Aero and Kit Kat commercials succeed in doing both. As John Berger says, “the purpose of publicity is to make the spectator marginally dissatisfied with his present way of life. It suggests that if he buys what it is offering, his life will become better. It offers him an improved alternative to what he is” (142). This holds true to both commercials, which make women feel insecure at the prospect of life without a gorgeous man and a life full of romance. The suggestion of chocolate as an alternative for some type of satisfaction or pleasure makes the impression that women cannot be happy in their lives, whether they are single or with an “average looking” man. There must always be some sort of alternative or better standard, whether it is chocolate in the place of a man, or even “the perfect” man as illustrated in the Aero commercial. Addiction to chocolate has stemmed from advertisements that promise false realities and have led women to believe that chocolate can actually fill a void in their lives.
Works Cited
"Aero Bubbles." Advertisement. 30 Oct. 2007
Berger, John. Ways of Seeing. London: Penguin, 1972.
Chandler, Daniel. "Syntagmatic Analysis." Semiotics for Beginners. 29 Oct. 2007
McCloud, Scott. Understanding Comics. New York: Harper Collins, 1994.
"Nestle Kit Kat Singles." Advertisement. 30 Oct. 2007.
Postman, Neil. Amusing Ourselves to Death: Public Discourse in the Age of Show Business. New York: Penguin, 1986.
Images of half-naked and scantily clad people have graced advertisements for decades as a way to sell products of absolutely all types. It is no secret, sex sells. It is a topic that stirs controversy, but continues to entice people’s wants and needs. Those who create advertisements understand that people crave more in life, and yearn to be socially accepted. In the world of television, advertising in the form of commercials use sight and sound to attract people’s senses. Neil Postman believes in the power of television by saying, “television … is largely aimed at emotional gratification. Even commercials … are exquisitely crafted” (86). A commercial is not put together blindly; everything is there for a reason.
I will be analyzing and comparing two television commercials selling different chocolate. One advertises Aero chocolate and the other, Kit Kat chocolate. A deeper look into both commercials will reveal embedded signs and codes, and their affect on society. I want to focus on how strategically using sex in both commercials may affect a woman and her self-understanding. These two commercials play on a woman’s insecurities and ever-present fears about her social status, and offer chocolate as a replacement for a man.
In the commercial for Aero, a man talks about chocolate, dressed in only a towel around his waist. He is muscular and good-looking, an image that is usually associated with the “ideal man.” He walks around a large house, which is nicely furnished and up-scale. Aesthetic codes connote a rich and modern setting with a very sexual atmosphere, especially with the use of a nearly nude man. The house is decorated in warm colours including brown, orange, and beige. These colours are normally associated with sensuality and romance. It is apparent that the commercial is trying to exhibit a certain romantic tone.
The meaning of the commercial is largely brought out by the textual codes within it, such as the camerawork. The first shot of the commercial is from the outside of the house. The shot is from the ground, looking up at a window where you can see the man drying himself off with a towel. This is the first time we see the man in the commercial. Daniel Chandler refers to connotations with the vertical compositional axis saying, “up has come to be associated with more and down with less”. The fact that the intended audience of the commercial, which is obviously women, is looking up at the man through the window indicates power or a higher-status for the man. Women are essentially on the outside, looking in at something they cannot have. In reference to the sections of the shots, Chandler also mentions that, “the upper section tends to … show us ‘what might be’; the lower section tends to be more informative and practical, showing us ‘what is’”. The man has a high status, exhibiting a level of importance with where he stands on the vertical axis of the shot. Although the remainder of the commercial is inside the home, this idea of the man being unreachable has already been established. Another shot of importance is during the man’s narration, before he lies down on a couch. He is walking and the camera moves to a close up of a fireplace, with wood burning. The shot connotes the sensuality of the commercial, since fireplaces are connected with warmth and romance. Television and movies are known to use a lighted fireplace in the background of a steamy sexual scene or a passionate date. This pushes the idea of the ideal romantic moment. When the man does lie down on the couch, the camera focuses on his whole body instead of his upper-half like the rest of the commercial. He holds the chocolate in front of his genitals, forcing the audience to look in that general area. This is the shot that exudes the most sexuality in the commercial.
The Kit Kat commercial is for a special type of reduced-calorie chocolate named Singles. The commercial is similar to the Aero commercial, but the chocolate itself acts as a man. The commercial is animated and takes the form of an online personal ad. The ad is for the Singles chocolate, which speaks about itself, metaphorically. Although it is a cartoon chocolate talking about its great qualities, it parallels a man doing the same. The method of using the chocolate to represent a man works because, as Scott McCloud says, “we humans are a self-centered race … we see ourselves in everything” (32). The chocolate has a simple set of cartoon facial features and its “clothes” consist of its wrapper. McCloud believes that, “the more cartoony a face is, for instance, the more people it could be said to describe” (31). Unlike the Aero commercial, where a real person is used, a cartoon version of a man is based more on his meaning rather than his specific look. However, the aesthetic codes are similar to the first commercial. The Singles chocolate is in the foreground and the background consists of a bedroom scene. The furniture is modern and the room consists of brown and warm colour schemes. Once again, the idea of romance and sensuality is suggested. The chocolate is wearing a red wrapper, which is slightly folded back to look like a collar. This sharp colour red connotes a fierce and sexual man, and sets him apart from the rest of the background. Textual codes are not as apparent as the Aero commercial, mainly because there is no camerawork or different scenes. The shot stays the same in the background, with the bedroom surrounded by a fake browser meant to look like an online personal ad. The chocolate is the only thing that moves and talks, and he stays primarily in the center. This is to keep the audience, intended to be women, focused on the chocolate man.
Social codes are important in the understanding of both commercials as well. In the Aero commercial, the man displays very sexually suggestive body language. He also speaks with a tone that is very flirtatious. He begins by mentioning how chocolate melts uncontrollably at body temperature. There is a close-up shot of him as he delivers the word “uncontrollably,” where he grins into the camera. When he is lying on the couch, he directly refers to the audience by saying “ladies” before mentioning how the pleasure is more intense with Aero chocolate melting in your mouth. At the end of the sentence he eats some chocolate and raises his eyebrows at the camera. His body actions and words are so sexual that the focus on the chocolate is nearly non-existent.
The same sort of sexual implications can be found in the social codes within the Kit Kat Singles commercial as well. The chocolate man states from the beginning that he is single and available. He raises his eyebrows and leans forward when he mentions having a nibble on a break, which has various connotations. For the purpose of this commercial, it is a play on words with Kit Kat’s slogan “have a break”. It also connotes a sexual mood, which is obvious with the raised eyebrows and passionate voice used while speaking. Similar to the Aero commercial, using sex is a strategy that both commercials use to gain attention from their female audiences.
There is much more to be said about both commercials from a social point of view. It has been established that women are the intended audience of these commercials, especially by the man in the Aero commercial speaking to women directly. Even the font of Aero is curvy and round, which connotes femininity. Other audiences would not gain much from both commercials. Most men would find them to be either humorous or just unappealing, and a child would not understand the sexual implications. It is also safe to assume that the commercials are intended for single women. The use of an online personal ad in the Kit Kat commercial takes on a modern form of dating, and the chocolate man is single. The lure of romance and lavish taste in the Aero commercial would appeal to a single woman who is looking for a relationship. Women in relationships may be looking for the same type of things as well, but the idea of chocolate being the substitute for an absent man does not apply to them if they are already in a relationship. Both commercials are constructing a reality that women should look for muscular and aggressive men, as well as luxurious romance.
There is a cultural assumption that women eat more chocolate than men, so it is not surprising that both commercials appeal to the same sort of audience. Chocolate has been called an aphrodisiac, and can be viewed as pleasurable to consume. These commercials are trying to send out the message that chocolate can provide the same sort of pleasure that a man can, especially to single females. The inability to find a man, let alone the ideal man, makes single women feel insecure. Chocolate advertisements use this fear and insecurity to sell their products. These commercials are basically demeaning single woman by using a muscular man in a rich house and showing he has power. Even though the man is being put on display for his appearance, which usually happens to females, he is not being degraded. He still holds a power that seems unattainable by a woman. The commercial is putting out the idea that since women cannot find this “ideal” man, they can at least have the chocolate.
Older single women would be very affected by these commercials, such as those who have been struggling with relationships for a long time. Or, those who fear they will be unaccepted by society because they are not already married in their 30s or 40s. These women may have possibly tried online dating or made a personal ad, which has the connotations of being the last attempt at finding someone. The Kit Kat commercial is literally making the chocolate a man in a personal ad. This further proves the idea that chocolate can be the replacement for a woman who is without a significant other. It is also interesting to notice that the man in the Aero commercial is actor Jason Lewis. His other prominent roles include acting in the television series Sex and The City. This show is known for its honest portrayal of four older, single women and their troubles with love and relationships. It is no surprise that those behind the Aero commercial chose an actor who is related to a show with a similar audience that they intended to make the commercial for.
Advertising can tell people how to improve their lives, or what they are missing out on. The Aero and Kit Kat commercials succeed in doing both. As John Berger says, “the purpose of publicity is to make the spectator marginally dissatisfied with his present way of life. It suggests that if he buys what it is offering, his life will become better. It offers him an improved alternative to what he is” (142). This holds true to both commercials, which make women feel insecure at the prospect of life without a gorgeous man and a life full of romance. The suggestion of chocolate as an alternative for some type of satisfaction or pleasure makes the impression that women cannot be happy in their lives, whether they are single or with an “average looking” man. There must always be some sort of alternative or better standard, whether it is chocolate in the place of a man, or even “the perfect” man as illustrated in the Aero commercial. Addiction to chocolate has stemmed from advertisements that promise false realities and have led women to believe that chocolate can actually fill a void in their lives.
Works Cited
"Aero Bubbles." Advertisement. 30 Oct. 2007
Berger, John. Ways of Seeing. London: Penguin, 1972.
Chandler, Daniel. "Syntagmatic Analysis." Semiotics for Beginners. 29 Oct. 2007
McCloud, Scott. Understanding Comics. New York: Harper Collins, 1994.
"Nestle Kit Kat Singles." Advertisement. 30 Oct. 2007
Postman, Neil. Amusing Ourselves to Death: Public Discourse in the Age of Show Business. New York: Penguin, 1986.
Thursday, November 1, 2007
Utopian / Dystopian
I am a huge fan of utopian and dystopian novels. Postman has referenced Orwell and Huxley, both of which wrote novels fixated in a future world very different from ours today. The interesting thing about these novels is how extreme they may seem, but the scary possibility that our future may become something like them. Just look at it this way, how would people from the past (hundreds and thousands of years ago) feel about our present? I’m pretty sure it would be a very frightening reality.
This past summer, I was fortunate enough to read the novel The Handmaid’s Tale, by Margaret Atwood. I had been meaning to read this book for quite some time mainly because I knew it was a dystopian (essentially a “nightmare” world) novel. The story is set in the future world of Gilead, where women’s only job is to breed. Women who are not able to reproduce are considered useless, and usually act as servants. Women are not allowed to form friendships, read any sort of book, or have a career. The protagonist is Offred, who frequently thinks about her former family and wants to escape the life she leads.
Atwood is an incredible writer. Even though the story is startling, she manages to add in her own form of wit. I thought the story itself is eerily remarkable. Just the thought of living in that type of world sends chills down my spine. It’s as if everything women have worked hard to achieve is completely ripped apart from them, and they are reduced to specifically reproduce. I would recommend this book to anyone, mainly because it is a great example of a dystopian novel.
Works Cited:
Atwood, Margaret. The Handmaid's Tale. Toronto: McClelland & Stewart, 1985.
This past summer, I was fortunate enough to read the novel The Handmaid’s Tale, by Margaret Atwood. I had been meaning to read this book for quite some time mainly because I knew it was a dystopian (essentially a “nightmare” world) novel. The story is set in the future world of Gilead, where women’s only job is to breed. Women who are not able to reproduce are considered useless, and usually act as servants. Women are not allowed to form friendships, read any sort of book, or have a career. The protagonist is Offred, who frequently thinks about her former family and wants to escape the life she leads.
Atwood is an incredible writer. Even though the story is startling, she manages to add in her own form of wit. I thought the story itself is eerily remarkable. Just the thought of living in that type of world sends chills down my spine. It’s as if everything women have worked hard to achieve is completely ripped apart from them, and they are reduced to specifically reproduce. I would recommend this book to anyone, mainly because it is a great example of a dystopian novel.
Works Cited:
Atwood, Margaret. The Handmaid's Tale. Toronto: McClelland & Stewart, 1985.
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