Com3703

Student number: 4393 307 6

Name: D. K Pillay

Subject: COM3703

PORTFOLIO EXAMINATION

Option: 2 (590545)

Date of submission: 4 May 2015

I, the undersigned , hereby declare that this is my own and personal work,

except where the work(s) or publication of others have been acknowledged by

means of reference techniques.

I have read and understood Tutorial Letter CMNALLE/301 regarding technical and

presentation requirements, referencing techniques and plagiarism.

Your name: D.K Pillay

Your student number: 43933076

Date:27/04/2015

A witness’ name: M. Pillay

TABLE OF CONTENTS

1

INTRODUCTION

2

COMMUNICATION AND MEDIA SEMIOTICS

2.1

Identity of text

2.2

Purpose of analysis

2.3

The signs (signifiers) in the text

2.4

The sign system

2.5

The codes in the text

2.6

The meanings in the text

3

TEXT ANALYSIS: NARRATIVE AND ARGUMENT

3.1

Chronological order of COPE advertisement

3.2

Narrative analysis of COPE advertisement

4

NARRATIVE ANALYSIS

4.1

Introduction

4.2

Phases

4.3

Vladimir Propp’s six-step narrative model

4.4

Seven dramatis personae categories

4.5

Conclusion

5

MEDIA AND VISUAL LITERACY

5.1

Theoretical discussion

5.1.1 Three types of visual signs

5.1.2 Levels of meaning (denotative, connotative, mythical)

5.1.3 Signs used as codes

5.1.4 Basic assumptions of cognitive approach

5.2

Application to a visual example

5.2.1 Implied narrative of a Purity advertisement

5.2.2 Denotative, connotative and cultural/ideological meaning

6

MEDIA, LANGUAGE AND DISCOURSE

6.1

Words, concepts or jargon

6.2

Grammatical structures

6.3

Metaphors and effects

6.4

Discursive practice

6.5

Language and political discourse

6.6

Functions of language

6.7

Evident ideology

7

CONCLUSION

SOURCES CONSULTED

ADDENDUM A:

SELF-ASSESSMENT AND SELF-REFLECTION

ADDENDUM B:

RIMMEL ADVERT

ADDENDUM C:

COPE ADVERT

ADDENDUM D:

PURITY ADVERT

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