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 SESSION A.3 : EXERCISE
 
THE PEPSI GENERATION
(A semiotic approach.)

Firstly, select a facilitator and a note-taker.

Your group has been asked to examine the codes in an advert that sells a lifestyle rather than the product. (For example, the Pepsi Generation advert had four young men as 'cool dudes', their general body language and 'young' carefree dress and behaviour indicated an attitude to life that Pepsi sought to extol and link with.) Talk about the subject of advertisements and lifestyle for a while before settling on one advert to dissect.
 
You can go, as far back in Television advertising time as you like.
 
What you should bring back to the general group, are opinions on:

·        An ad that sells a lifestyle rather than a product.
·        To identify the signifiers (codes) used to do this.
·
The group's comments on this behaviour (a) why is this approach so effective, and (b) is it acceptable that such practices are so dominant within the media.
 
The note-taker should report back to the larger group. Thank you.
 
 
Exercise:

BLACK WOMEN, FAT MEN. (A Marxist approach.)
 
Firstly, select a facilitator and a note-taker.
You group has been asked to look at how advertising deals with the social disaster of bad breath, underarm odour or a bulging waistline. Consider how older people, fat people, blacks, poor people, women or children feel when ignored or portrayed in this advertising world. Do they feel under pressure, marginalised, or compelled to conform, at whatever cost?

Identify some ads that adopt this approach. The group can go back as far as memory will take you.

What you should bring back to the general group, are opinions on;

Do people so depicted, feel under pressure, marginalised or compelled to conform at whatever cost?

Consider how older people, fat people, blacks or poor people, women and children feel. Are they ignored, or portrayed in an unfavourable way in adverts? 

Can the group comment of these issues. (a) Are ads seeking to control behaviour as well as sell a product? (b) Is it acceptable that such practices are so dominant in the media?
The note-taker should report back to the larger group. Thank you.

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