Word: deconstructions
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Dates: during 1984-1984
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Traditionally, says Blonsky, semiotics has done little about such reverses of its theory, tending to try only to "deconstruct" each ads to show why they are attractive. Books like Gadvich's Gender Advertising have picked apart such ads to show what kinds of needs the ads are addressing. For example, ads in which women are playfully sprayed at with hoses, or hit with pillows, have, according to Godvich, emphasized a cultural tendency to want to see women babied. However, new kinds of advertisements have shifted away from cultural tendencies like these to take on newer, more diverse ones...