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UNIV 103 - Children and Their Ideas: Deconstructing Imagery

Deconstructing an Advertisement - Generally

To "deconstruct" or "interrogate" an advertisement critically, there are typically four (or five) acitivities or concepts that one must critically undertake or evaluate.

  1. Observe.  Focus on the image or video with intention to observe as much as you can critically (foreground, background, colors, symbols, etc.).
  2. Purpose.  Determine the purpose of the image or video.
  3. Assumptions.  What assumptions of knowledge or perspective is the maker of the image or video assuming about the viewer?
  4. Message.  What message is the maker is trying to convey?
  5. Consequences.  What are possible or the intended consequences of the image or video? 

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