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Teaching a Semiotic Analysis of Television Commercials to Chinese College Students. Notar, Ellen Elms [microform]
Teaching a Semiotic Analysis of Television Commercials to Chinese College Students. Notar, Ellen Elms [microform]
상세정보
- 자료유형
- 마이크로피시
- 언어부호
- 본문언어 - English
- 청구기호
- 서명/저자
- Teaching a Semiotic Analysis of Television Commercials to Chinese College Students. : Notar, Ellen Elms - [microform]
- 발행사항
- 형태사항
- 10; 1
- 총서명
- ERIC Reports
- 주기사항
- 10p.; In: Visual Literacy in the Digital Age: Selected Readings from the Annual Conference of the International Visual Literacy Association (25th, Rochester, New York, October 13-17, 1993); see IR 055 055.
- 초록/해제
- 요약In the United States, people have become resistant to advertising because they live surrounded by messages. However, in China, the average viewer is relatively naive about the use of commercial messages. An attempt was made to teach Chinese college students semiotic analysis of television commercials. Observations of Chinese television were made to record the types of appeal, the use of symbols, products being marketed, and the timing of commercials and programs. Thirty-six undergraduate students kept logs of the programs and advertising they watched (approximately 900 advertisements). They were instructed to analyze the commercials in terms of H. A. Murrays list of appeals. Students initially were skeptical that commercials contained emotional appeals but learned to recognize and accept their presence. In some cases, presentations were actually counter to Chinese culture. Student response indicates the enthusiasm with which these students became aware of techniques and appeals being used to entice them. When this aspect of visual literacy can be related to Chinese traditions of storytelling, literature, and art, a new Chinese cultural media literacy will emerge. (Contains 5 references
- 복제주기
- Microfiche. . Springfield, VA : ERIC Document Reproduction Service. . microfiches ; 11×15 cm.
- 일반주제명
- 키워드
- 기타저자
MARC
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■008980922s1993 us b 000 0 eng d
■040 ▼apcul
■0410 ▼aEnglish
■090 ▼a370.78▼bE68
■24500▼aTeaching a Semiotic Analysis of Television Commercials to Chinese College Students.▼cNotar, Ellen Elms▼h[microform]
■260 ▼aU.S.; Maryland▼c93
■300 ▼a10; 1
■440 0▼aERIC Reports
■500 ▼a10p.; In: Visual Literacy in the Digital Age: Selected Readings from the Annual Conference of the International Visual Literacy Association (25th, Rochester, New York, October 13-17, 1993); see IR 055 055.
■520 ▼aIn the United States, people have become resistant to advertising because they live surrounded by messages. However, in China, the average viewer is relatively naive about the use of commercial messages. An attempt was made to teach Chinese college students semiotic analysis of television commercials. Observations of Chinese television were made to record the types of appeal, the use of symbols, products being marketed, and the timing of commercials and programs. Thirty-six undergraduate students kept logs of the programs and advertising they watched (approximately 900 advertisements). They were instructed to analyze the commercials in terms of H. A. Murrays list of appeals. Students initially were skeptical that commercials contained emotional appeals but learned to recognize and accept their presence. In some cases, presentations were actually counter to Chinese culture. Student response indicates the enthusiasm with which these students became aware of techniques and appeals being used to entice them. When this aspect of visual literacy can be related to Chinese traditions of storytelling, literature, and art, a new Chinese cultural media literacy will emerge. (Contains 5 references
■533 ▼aMicrofiche.▼bSpringfield, VA▼cERIC Document Reproduction Service.▼emicrofiches ; 11×15 cm.
■650 4▼xEducation
■653 ▼aAdvertising▼aAffective Behavior▼aBroadcast Industry▼aConsumer Protection▼aCritical Viewing▼aForeign Countries▼aHigher Education▼aMass Media▼aProgramming (Broadcast)▼aSemiotics▼aTelevision Commercials▼aTelevision Viewing▼aUndergraduate Students▼aChina
■7001 ▼aNotar, Ellen Elms
■999 ▼a143; 150
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