Lesson 4: Paradigmatic Analysis
Binary Oppositions (2)
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Class assignment 1 (group work, done orally):
Study the table below and try to make a similar one for the advertizing campaigns of two telephone operator companies.
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| IBM
| Apple
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| Structure
| repetition
| non repetition
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| disconnected lines
| joined lines
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| Colour
| monochromatic
| polychromatic
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| cold
| warm
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| Forms
| substance ('bold')
| outline
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| straight
| curved
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Class assignment 2 (pair work, done orally):
- Analize 3 variants of lyrics of the same song and think of their binary oppositions.
- Watch two videos with the song performance and say
a) if the performances have the oppositions you specified for different lyrics variants;
b) what other oppositions you have observed.
video 1 video 2
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Resources for Lesson 4:
Chandler, Daniel. Semiotics for Beginners.
Silverman, Kaja (1983): The Subject of Semiotics. New York: Oxford University Press
Lodge, David ([1977] 1996): The Modes of Modern Writing: Metaphor, Metonymy and the Typology of Modern Literature. London: Arnold
Spiggle, Susan (1998): 'Creating the Frame and the Narrative: From Text to Hypertext'. In Stern op. cit., pp. 156-190.
Cook, Guy (1992): The Discourse of Advertising. London: Routledge
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Пермский государственный университет
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