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Look at the expression and content: What associated meanings do they have?

Look at the expression and content: What associated meanings do they have? What products would you associate it with today? Who is the audience ? What kind of the relationships does the participants have? What does the language tell us about the social and cultural context?

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Look at the expression and content: What associated meanings do they have?

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  1. Look at the expression and content: What associated meanings do they have? What products would you associate it with today? • Who is the audience? What kind of the relationships does the participants have? • What does the language tell us about the social and cultural context? How does the cultural context and their conventional understanding and beliefs influence the language used? • What is the function? How do we know this? • What is the mode? Despite it being written, how does it overlap with spoken language?

  2. Look at the expression and content of words used:What associated meanings do they have?What products would you associate it with today? The bolded statements over the edges of the advertisement suggests that the product is in widespread use in America. By utilising an ellipsis in the phrase “ALL OVER AMERICA…”, viewers pause in awe of the expression’s grand scale. As a result, ‘Kent’ cigarettes are perceived by viewers to be a praiseworthy product and prevalent in the current social context. To reinforce the cigarette’s popularity and high-calibre, the writer comments that “MORE SCIENTISTS AND EDUCATORS SMOKE KENT with the MICRONITE FILTER”. Not only is the ‘Kent’ brand associated with an intellectual status, the reference to a “micronite filter” advocates a supposedly ‘healthy’ cigarette. This is exemplified through the determiner ‘more’

  3. Bar graphs displaying cigarette choices by consumers persuades viewers to believe that ‘Kent’ is the most commonly purchased brand name. Viewers identify the product as statistically greater than competing brands and develop the sense of an unrivalled quality. In the phrase “For good smoking taste, it makes good sense…”, the connective repetition of “good” emphasises the concept of logic and the standard judgement for ordinary people.

  4. Who is the audience? What kind of the relationships does the participants have? In the 1950’s tobacco advertisement regarding ‘Kent’ cigarettes, the writer portrays the brand to be used by intelligent, upper-class men. During a daytime metropolitan setting, a suave businessman is pictured smoking a cigarette in a confident fashion and allows a partially invasive view of his actions. The writer imbues the ‘Kent’ brand with superiority over other cigarette companies and an association with the higher-classed population. Viewers are drawn to the elite nature of the product and are desiring of its exclusive implications. • Viewers identify the product as statistically greater than competing brands . In the phrase “For good smoking taste, it makes good sense…”. Viewers are lead to desire the labelling of a “good smoking taste” and feel pressured to conform with the upper-class norms of smoking. • Viewers are coaxed by the prospect of a ‘safer choice’ and feel that selecting the product will facilitate an educated decision. • Viewers are frequently positioned to desire a bettering of their social appearance and inevitably believe that ‘Kent’ cigarettes will be the means to do so.

  5. The function: The ‘Kent’ cigarette advertisement is effective in forming correlations between the product and the current status of its viewers. • Viewers are made to feel the desire to associate themselves with the product’s prestige image and ultimately purchase the product. • Promote the brand as prestigious and safe. [The male’s portrayal to be sophisticated in his manner of smoking provides a picturesque image that male viewers may be aspiring of. In addition, the close-up view of the male’s upper-body suggests his firm position despite an invasion of personal space. Viewers are made interpretive of the man’s confidence with the product and infer that the use of ‘Kent’ cigarettes will bring about a similar form of composure. ]

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