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ARH2603 VISUAL CULTURE ASSIGNMENT 1 $11.32
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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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  • July 27, 2021
  • 10
  • 2020/2021
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LIST OF ILLUSTRATIONS

Figure 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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