ERIC Number: ED370587
Record Type: RIE
Publication Date: 1993
Reference Count: N/A
Teaching a Semiotic Analysis of Television Commercials to Chinese College Students.
Notar, Ellen Elms
In the United States, people have become resistant to advertising because they live surrounded by messages. However, in China, the average viewer is relatively naive about the use of commercial messages. An attempt was made to teach Chinese college students semiotic analysis of television commercials. Observations of Chinese television were made to record the types of appeal, the use of symbols, products being marketed, and the timing of commercials and programs. Thirty-six undergraduate students kept logs of the programs and advertising they watched (approximately 900 advertisements). They were instructed to analyze the commercials in terms of H. A. Murray's list of appeals. Students initially were skeptical that commercials contained emotional appeals but learned to recognize and accept their presence. In some cases, presentations were actually counter to Chinese culture. Student response indicates the enthusiasm with which these students became aware of techniques and appeals being used to entice them. When this aspect of visual literacy can be related to Chinese traditions of storytelling, literature, and art, a new Chinese cultural media literacy will emerge. (Contains 5 references.) (SLD)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: In: Visual Literacy in the Digital Age: Selected Readings from the Annual Conference of the International Visual Literacy Association (25th, Rochester, New York, October 13-17, 1993); see IR 055 055.