Identity Identification and the viewer o Identity claim to what does it belong o No advertising can work without a claim of identity the image o Identification you can project yourself into o Ads only work when we IDENTIFY with what is represented in the images o Advertising tries to construct a position of identification for the viewer in relation to what is depicted in the image o You can only get something out of the image if you position yourself into the image o The viewer is implicated in the production of meaning Meaning is interpretation o Images have no fixed meanings o Images have potentially a wide range of meanings o Making meaning is always a process of interpreting what is represented o Interpretation is dependent on historical and cultural context
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