Sept 9 INTRODUCTION: Fast Food, Sedentary Lifestyles

CMNS 426-4 Video Production and Cultural Research

School of Communication Simon Fraser University Fall 2005

Instructor Steve Kline and David Murphy

I. Introduction to Visual Persuasion

Film:Ways of Seeing

Required Reading:

Kozinets, R.V. (2001). Burning Man Paper. Retrieved from;

Marshall, M. [1964]. Chapter 20: Photo (on-line); Chapter 23: Ads.In Understanding media: The extensions of man. (Second Edition). New York: New American Library.

Methodological References:

Leiss, W., Kline, S. and Jhally, S. (1990). Chapter 8: Two approaches to the study of advertisements. Chapter 9: The structure of advertisements. In Social communication in advertising: Person, products & images of well-being (pp. 197-284), Second Edition. Scarborough, Ont: Nelson Canada.

Rose, G. (2001). Chapter 1-3. In Visual methodologies: An introduction to the interpretation of visual materials. London: Sage.(on reserve)

Shroeder, J.(2004). Visual consumption in the imageeconomy.K. M. Ekström and H. Brembeck (Eds). Elusive consumption (pp. 229-244). New York: Oxford University Press. (on reserve)

II DESIGN ANALYSIS

Sept 16 : Fast Food, Sedentary Lifestyles? Culture, Social Communication and Markets

Film:Supersize Me

Required Reading:

Kline, S. (September 7, 2005). Exploring a multi-disciplinary approach to overweight and obesity in the United States. Conference Paper prepared for Exploring the Cultural Context of Food, Physical Activity and Physical Inactivity. the Academy of Educational Development. The United States, Washington DC.

Hill, J. M. and Radimer, K.L. (1997). A content analysis of food advertisements in television for Australian children. Australian Journal of Nutrition & Dietetics, 54(4), 174-187.

Seminar Presentation Reading:

Miles, S. (1998). Chapter 2: Consumerism in context. In Consumerism: As a way of life (pp.15-35). London: Sage.

Supplementary Reading:

Scott, L. M. and Batra, R. (Eds). Chapter 1 & 2 In Persuasive imagery: A consumer response perspective. London: Lawrence Erlbaum Associates Publishers. (on reserve)

Sept 23: Discourse Analysis: Narrative, Drama and Ideology

Film:Deconstructing Advertising

Required Reading:

Thompson, C.J. (2004). Chapter 9: Dreams of Eden: A critical reader-response analysis of the mytho-ideologies encoded in natural health advertisements. In K. M. Ekström and H. Brembeck (Eds.) Elusive consumption (pp. 175-204). New York: Berg.

Seminar Presentation Reading:

Kilbourne, Jean. (1999)Please Please, You’re Driving Me Wild: Falling in Love with Food. Kelbour Can’t buy my love: how advertising changes the way we think and feel p 108-128. NY: Simon and Schuster

Supplementary Readings

Williams, J. (1978). Chapter 2: Signs address somebody. Decoding advertisements: Ideology and meaning in advertising (pp. 40-70). London: Marion Boyars.

Goffman, E. (1979). Gender advertisements. London: Macmillian.

Nicholson, D.R. (1997). Chapter 9: The diesel jeans and workwear advertising campaign and the commodification of resistance. In K. T. Frith (Ed.). Undressing the ad: Reading culture in advertising (pp. 175-196). New York: Peter Lang.

Methodological References:

Sept 30: markets as communication systems:brand icons

Film:Cola Wars/ Insert Coin

Required Reading:

Miles, S. (1998). Chapter 3: Design for life or consumption designed? In Consumerism: As a way of life (pp.37-51). London: Sage.

Seminar Presentation Reading:

McQuarrie, E. F. and Mick, D. G. (2003). Chapter 11: The contribution of semiotic and rhetorical perspectives to the explanation of visual persuasion in advertising. In L. M. Scott and R. Batra (Eds). Persuasive imagery: A consumer response perspective (pp. 191-221). London: Lawrence Erlbaum Associates Publishers.

Critser, G. (2002). Chapter 1: Up up up! and Chapter 2: Supersize me. In Fat land: How Americans became the fattest people in the world (pp. 7-29). UK: Penguin Books.

Supplementary Reading:

Klein, N. (2000). No logo: Taking aim at the brand bullies. Toronto: Vintage Canada. (on reserve)

Messaris, P. (1996). Chapter 3 In Visual persuasion: The role of images in advertising. London: Sage. (on reserve)

Buchanan, R. (1995). Wicked problems in design thinking. In V. Margolin and R. Buchanan (Eds.) The idea of design (3-20). Cambridge, MA: MIT Press. (on reserve)

III. AUDIENCE ANALYSIS

Oct 7: Markets and Audiences: Reflexive Circuits of Reception and Choice

Film:Marketing Research Video

Required Reading:

Batra and Ray (1986)Affective Response Mediating Acceptance of Advertising. J. of Consumer Culture. (on-line)

Presentation Reading

Goossens, C. (2003). Chapter 7: Visual persuasion: Mental imagery processing and emotional experiences. In L. M. Scott and R. Batra (Eds.). Persuasive imagery: A consumer response perspective (pp. 129-138). London: Lawrence Erlbaum Associates Publishers.

Methodological References:

Schrøder, K., Drotner, K. Kline, S. et al. (2003). Chapter one: approaching media audiences. Chapter two: The history and divisions of audience research: the received view. Chapter three: Methodological pluralism: the meta-theoretical foundations of discursive realism. In Researching audiences (pp. 3- 63). USA: Oxford University Press.

Oct 14 Reception in the Domestic Context

Film:Nova: Can you believe the ratings?

Required Reading:

Morris, J. D., Woo, C., Geason, J. et al. (2002). The power of affect: Predicting intention. Journal of Advertising Research, May-June, 7-17.

Presentation Reading:

Storey, J. (1999). Chapter 6, Cultural consumption indomestic contexts. In Cultural consumption and everyday life. New York: Oxford University Press. (on reserve)

Oct 21 Discretionary Consumption: Performance of Choice

Film:Conquest of Cool

Required Reading:

Mulvey, M.S. and Medina, C. (2003). Chapter 12: Invoking the rhetorical power of character to create identifications. In L. M. Scott and R. Batra (Eds). Persuasive imagery: A consumer response perspective (pp. 223-245). London: Lawrence Erlbaum Associates Publishers.

Presentation Reading:

Nordhielm, C. (2003). Chapter 5: A levels-of-processing model of advertising repetition effects. In L. M. Scott and R. Batra (Eds.). Persuasive imagery: A consumer response perspective (pp. 91-105). London: Lawrence Erlbaum Associates Publishers.

Supplementary Reading:

Cochoy, F. (2004). Is the modern consumer a Buridan’s donky?: Product packaging and consumer choice.In K. M. Ekström and H. Brembeck (Eds). Elusive consumption (pp. 205-227). New York: Berg. (on reserve)

Oct 28 CULTURAL PRACTICES and Politics of Consumption

Film:Consumerism ABC / Nanook

Required Reading:

Prose. F. (2003). Chapter 2: The wages of Sin. In Gluttony: The seven deadly sins (pp. 43-75). The United States: Oxford University Press & The New York Public Library.

Presentation Reading:

Wilk, R. (2004). Morals and metaphors: The meaning of consumption.In K. M. Ekström and H. Brembeck (Eds). Elusive consumption. New York: Berg. (on reserve)

Warde, A. (1994). Consumers, identity and belonging: Reflections on some theses of Zygmunt Bauman. In R. Keat, N. Whiteley and N. Abercrombie (Eds). The authority of the consumer (pp. 59-74). London: Routledge.

Supplementary Reading:

Goffman, E. (1979). Gender advertisements. London: Macmillian.(on reserve)

Methodological References:

Alasuutari, P. (1995). Chapter 9: The structures of interaction. In Researching culture: Qualitative method and cultural studies (pp. 101-115). London: Sage.

Prosner. Visual Anthropology (TBA).

Nov 4 Fan Cultures and Food Performances,Occasions and Cultural Capital

Film:Skate Board

Required Reading:

Murray, S. (1999). Saving our so-called Lives: Girl-Fandom, Adolescent Subjectivity, and “My So-called Life”. In M. Kinder (Ed.) Kid’s media culture, (pp. 221-239). Durham: Duke University Press. (on reserve)

Presentation Reading:

Storey, J. (1999). Chapter 3, Cultural consumption as communication. In Cultural consumption and everyday life (pp.36-60). New York: Oxford University Press.

Elliott, R. (2004). Chapter 7: Making up people: Consumption as a symbolic vocabulary for the construction of identity. In K. M. Ekström and H. Brembeck (Eds). Elusive consumption (pp. 129-143). New York: Oxford University Press.

Supplementary Reading:

Visser, M. Dinner (TBA)

Nov 11 Promotional Culture

Film:42 Up

Required Reading:

Ritson and Elliot (on-line) (TBA)

Presentation Reading:

Wernick, A. (1991). Chapter 6 and Chapter 8. In Promotional culture: Advertising, ideology and symbolic expression. London: Sage. (Chapter 6 is on reserve)

Nov 18 Point of Purchase: Negotiated and Discretionary Consumption

Film:Mall Time

Required Reading:

Miller, D. (1998). A theory of shopping. Cambridge: Polity Press.(TBA on reserve)

Presentation Reading:

Sherry and Gifts to the Self (TBA)

Nov 25 Health and Risk Politics of Consumption

Film:Classroom Confidential/ Jamie Oliver School Lunch

Required Reading:

Kline, S. (2005). Countering children’s sedentary lifestyles: An evaluative study of a media-risk education approach. Childhood, 12(2), 239-258.

Presentation Reading:

Warde, A. (2002). Setting the scene: Changing conceptions of consumption. In S. Miles, A. Anderson and K. Meethan (Eds). The changing consumer: markets and meanings (pp. 10-24). London: Routledge.

IV. Dec 2 Review (TBA)