analysis

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This is an advertisement for DKNY (Donna Karan New York) a company that make money by selling fashion goods to both men and female. The text cues the reader to accept that it is not so much involved with perfume, but with the beauty of nature: ‘gold delicious’. The syntagm that makes up the text of this image is dominated by an image of a girl biting an apple. The word in the upper left hand corner offers thanks to those who bought this perfume were helping the environment rather than the company.
Let’s now use the three kinds of reading proposed by Stuart Hall. A dominant reading is one that reads with the cues of the text, accepting the values that the text signifies. A dominant reading constructs an addressee position on the basis of the self-evident meanings (denotations) that the text signifies. A dominant reading of the DKNY text would accept that DKNY is a positive institution, contributing to the wellbeing of society. This is supported by cultural codes in which an image of injured children being nursed back to health acts as metonymy for the restoration of the health of the society as a whole. If we were to substitute a young adult for the child (commutation test), the meaning would change because the paradigmatic values would be slightly different. Children signify (connote) innocence and hope for the future in a way that adults do not.
A negotiated reading is one that in the main agrees with the dominant reading and accepts the addressee position, but negotiates with some aspects of it. For instance, I might generally agree that it is a good thing for companies like DKNY to make contributions to the wellbeing of climate, but I might not agree that DKNY perfume is a good perfume.

An oppositional reading refuses the addr...

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...des the way in which the health of children is dependent on complex medical and bureaucratic discourses and practices which require resourcing in many ways, through public and private funding. An oppositional reading does not necessarily condemn the text for not saying these things, but simply points to the way it closes off this possibility, thereby over-simplifying the actual social and institutional relations upon which the health of a child is based. It might contribute to a more progressive way of thinking as charity, as part of the solution to the management of children’s health. It would also cast some suspicion on the connection between private enterprise, gambling and responsibilities of the state. It would dare to image a world otherwise, in which the possibilities intimated by the image, but close off in the mythic expression, are explored and considered.

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