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ARH2603 VISUAL CULTURE ASSIGNMENT 1
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Assignment regarding major themes in visual culture and advertisement that reflects gender stereotypes.
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LIST OF ILLUSTRATIONSFigure 1: Schlitz Advertisement 1952. https://www.lelivrescolaire.fr/page/11369032
Figure 2: Willie Bester, 'Forced Removal' https://www.contemporary-african-
art.com/resistanceart.html
Image 3: Africa’s despair https://smadanan.wordpress.com/2012/12/03/metaphor-for-
africasdespair/
1
, TABLE OF CONTENTS: PAGE
LIST OF ILLUSTRATIONS Iii
INTRODUCTION 3
1.1 Major themes of visual culture 3
1.1.1 Reproducing the dominant worldview and power relations 3
1.1.2 Highlighting moments of resistance 6 4
1.1.3 The interpretation of images that form a part of our everyday experience. 7 5
1.1.4 The concepts of signs as used in semiotics 6
2. Semiotic analysis of an advertisement 6
2.1 Signs in the images 7
2.2 Roland Barthes’ levels of meaning 10 8
Conclusion 9
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