This is my new thinking activity task on very interesting theory named: The theory of deconstruction and structuralism, Here I want to evaluate some Near examples of particular advertisement, TV serials etc, and then tried to deconstruct that particular thing in my own way, I'm not going much deeper in theories four theories click here to read it. Please open a blog prepared by the head of English department professor Dilip Barad Sir.
"Deconstruction theory"
"The opening statement of the post-structuralist movement appears in Derrida’s essay, “Structure, Sign, and Play in the Discourse of the Human Sciences,”
The Deconstruction theory is probably the most confusing and difficult one. As Derrida said that is a necessary confusion since it is criticizing the very language needed to explain it. post-structuralists argue that truth and objective reality are not only inaccessible, but also altogether inexistent within language. Origin of language is inconceivable, language is flux so we can say that language itself is very complicated and incomplete. Since physical reality can only be apprehended through language, while applying deconstruction theory presents our conscious self itself is a product of language,
Post-structuralism is a reaction to structuralism.
"A method of deriving meaning from analysing function of something with its cultural construct"
Two main aspects of Saussure’s theory need to concern us here. First, the idea of language as a closed and self-standing system, with which post-structuralism agrees, and second, the notion of langue underlying and explaining the signifying system, which post-structuralism rejects. Let us examine briefly these two points. Saussure’s main discovery lies in his view of language as a totality at any given moment, and the central point of his theory is that signs do not correspond to exterior entities, but become meaningful only within this totality:
“Language is a system of interdependent terms in which the value of each term results solely from the simultaneous presence of the others” (114).
In other words, Saussure contends that meaning in language is possible, not because words connect naturally to things, but rather because they define themselves through their mutual relations within the system. As we have seen (in preceding presentations), his principal arguments rest on the arbitrary status of the sign, and on the fact that the chain of meanings differs from one language,language which he calls langue: “[Langue] is a self-contained whole and a principle of classification. As soon as we give language [langue] first place among the facts of speech, we introduce a natural order into a mass that lends itself to no other classification” (9).
But before you go thinking that Deconstructionists were all about merely reversing these oppositions,
"Word have binary oppositions"
They didn't want to reverse them; they wanted to deconstruct them altogether, to show folks that this way of looking at the world was, well, stupid and dangerous. Deconstructionists believe these oppositions are actually contradictions, and harmful ones at that. Men aren't the opposite of women at all. Good is not the absence of evil, no siree. And if we live our lives thinking that, we're allowing unfair power structures to create meaning in our lives and literature.
While deconstructing binary oppositions, we are able to uncover the Very Foundation.
- John Hopkins University in 1966.
Here I'm taking some examples releted with deconstruction theory. Here we get the idea that how signs , symbols , signifying something very to language, on the other hand deconstruction theory works on structure subjects, how works on any particular subject ...
Click here to read Deconstruction theory
Exaggeration can make for some interesting concepts. Ariel makes the person’s shirt so white in this advertisement by Saatchi & Saatchi that the shadow is blocked. It means it signify something very superior apart from challenging the law of nature. Something which is not possible.
Human centric image and nature is ine periphery once again nature is in underprivileged. This image deconstruct the law of nature.
Perwanal Saatchi & Saatchi’s ad for Jakarta, Indonesia’s pet emporium JAKPETZ promotes Frontline Flea & Tick Spray with a huge floor sticker ad in a shopping center. When viewed from higher levels, it looks like people are the “fleas” appearing on and off the dog.
Anti human image, humans are in periferi and underprivileged. A huge satire on relationships and cultural differences between humans and animals.
BBDO New York created this clever take on the “See Both Sides of the Story” campaign for BBC by designing an advertisement that wraps around a street corner.
This advertisement for Dettol Instant Hand Sanitizer uses repellent visuals to capture the attention of germaphobes everywhere.
Human centric image, human routine lifestyle and habits is periphery, This advertisement unfolds with the daily unhealthy habits.
This campaign for Bench Fix Hairstyling Products reaches a younger demographic with atypical imagery, cultural influence.
Personally, this is not my kind of ad, but you can’t debate the ingenuity of using the decreasing size of the human body as part of the copy-based ad concept.
Man centric ad, the illusion of to be fit and slim is in periphery, Defframent in meaning of word FAT to FIT throughout biological appearance.
Miami Ad School Europe used humorous copy written by Daniel Blomberg for these brightly colored Ricola print ads that reminds us to, “Make sure good news sounds like good news.”
Food centric advertisement, deconstruction on unhygienic food.
Social cultural relationship, wife centric advertise, structured in patriarchal society.
Deconstruction the law of nature about death and birth, in this way mark of marker choose humans Being. The sign and symbol signifies something which is unremovable.
Language come as paradoxically and quest of imaginary, lack of truth,Huge satire on scientific goals (To reach aliens) . The sigh symbols and structure significance something as the man is supreme in whole universe.
Man controlling marker: God , anti-God scene, God centric, aliens are in a periphery, quest for existence of god.
Capitalism , man centric advertisement, satire on India's road. Class consciousness and power matters.
'Triple Seat, Jaane Nahi Denge Tujhe': Maha Police Uses "3 Idiots" To Warn Against Triple Riding, click here to read this news.
Marker's of cantroling people
One
of the most appropriate example of literary categories is T.P.Kailasam's "The Purpose"
This particular literary work deconstruct the historic meet of very famous epic mahabharat, here kailasam considered eklavya The a true hero and courageous, obedient student as well. On the other hand deconstruct the heroic categories of Arjuna and considerate him as jealous selfish and egoestic character of Mahabharata.
In a way its a very eye-opener, trendy kind of TV serial it emphasis very stucky rigidity with working women. But the title song of this particular serial it seems like it ruins the whole social message.
रीते सदा चलि आय हम क्यू बदलेंगे भाई
रसोई चलाएं री नारी ये पियारी
नर से करगें कामई
बरसो के शासन को मर्दो के आसन को
आइसा किसने हिलाया
श्रीमती तेंदुलकर आया
श्रीमती तेंदुलकर आया रे
श्रीमती तेंदुलकर आया
ना सूना ना देखा ना हुआ
ये ना भाभी ना मुसी ना बूआ
भाजी भी काटे रे कपडे सुखाय रे
बच्चो की जावे आया
बीवी के स्पनो के खातिर पति ने
घर में है चुल्हा जलया
श्रीमती तेंदुलकर आया
श्रीमती तेंदुलकर आया रे
श्रीमती तेंदुलकर आया
श्रीमती तेंदुलकर आया रे
श्रीमती तेंदुलकर आया
श्रीमती तेंदुलकर आया रे
श्रीमती तेंदुलकर आया।
Here I want to deconstruct idea of male dominance society, our society structure with male dominance, for working women it's hard to manage everything. See the very lyrics of this title song.
रीत सदा चली आई हम क्यों बदलेंगे भाई रसोई चलाइए यह नारी यह प्यारी नर से करेंगे कमाई.
Culture exist with the very profound ideas and with cultural categories of social lifestyles.
मर्दों की शासन को मर्दों के आसन को ऐसा इसने हिलाया....
See the very strong patriarchal send off male, kis line images impact of male dominance on society.
भाजी भी काटे रे कपडे सुखाय रे
बच्चो की जावे आया,
So far as human activities are concerned the very basic human temperaments to do work either being male or female , every person can cut the vegetables, in this particular line construct the theory of mother how the word "aaya" is used for mother. In this way we can get the very clear idea and develop the very basic visions towards reality language and particular construction of any subject. This is my own the construction on various advertisements TV serials, I tried to cultivate and expand my vision by developing very proper concepts of the theory of deconstruction and structuralism.
Thank you 😊
Work cited-
https://www.canva.com/learn/clever-advertising/
https://thelogicalindian.com/story-feed/awareness/maharashtra-police-road-3-idiots-19326#.XiFwVPWkuNk.whatsapp
https://youtu.be/KL2JsAMl2RY
https://youtu.be/8--_k11jLB0
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