1. the Three Positions Taken When Decoding an Image Are Said to Be Dominant, Negotiated and Oppositional. Choose Two Images, One from the Genre of Documentary and One from Advertising, and Explain the Process of

Increasing the options of fast food restaurants in America gave society different choices of where they can choose to go eat. Some restaurants may be cheaper than others, but what society didn’t realize was the cheaper the restaurant the more calories the food contains. The consumers didn’t seem to realize or have a problem with these cheaper companies until some consumers sued the company for getting them fat. This caused children to sue Mcdonald's the company for making the consumers get fat. For this reason, according to the author David Zinczenko it is a problem that people are not informed on how many calories the food they're eating contains. He has the credibility to be trusted by his audience

Fast food is unhealthy and does not provide the necessary nutrients needed for a daily diet, however Mcdonald's, a fast food empire claimed in a 2004 lawsuit against them that fast food can be a part of a healthy diet. The court ruled that the plaintiffs would have a serious claim if they could prove that eating fast food for every meal is dangerous for the person and their health. Morgan Spurlock, writer, director, producer, and star of 2004 documentary Supersize Me set out to prove that fast food is dangerous for a person's health. The documentary follows Morgan on his 30 day challenge of only eating fast food for breakfast, lunch, and dinner. Through Morgan's challenge his weight skyrockets, his health declines and feels terrible all the time. Many people believe that fast food companies are to blame for America's obesity but the individual must take responsibility for what they put into their bodies instead of blaming fast food companies for their unhealthy eating habits .The documentary explores the idea that people should avoid eating fast food because Fast food, although more convenient and easier is worse for you than making your own meals. Fast food leads to many health risks and is not a good substitution for traditional meals. People should avoid eating

Contrary to the popular belief of the time, Morgan Spurlock’s amateur documentary “Supersize Me” pushed reform in both fast food culture, and eating habits of citizens, being one of the first catalysts in a new movement in America. This 2004 film, being the first of his works to establish Spurlock as a filmmaker, focuses on Spurlock’s 30 day journey in which he vowed to eat solely McDonalds for three meals a day, and track his overall mental, physical, and social changes over this span of time. Throughout the film, Spurlock consults three doctors (a gastroenterologist, a cardiologist, and a general practitioner) as well as a nutritionist to monitor physical change and gather quantitative data supporting his claim. The film often exhibited

McDonald’s is killing Americans, at least that is what Morgan Spurlock believes. In his documentary Super Size Me he embarks on a quest to not only describe and use himself as an example of the growing obesity trend, but to offer the viewers with base-line nutritional knowledge that will allow them to draw their own informed conclusions. Spurlock's primary intention is to prove through self-experimentation that eating solely McDonald's food is dangerous. His secondary intention is to denounce the rising obesity rate in American by using statistics, his own research, and the opinions of experts. His broader message is for a general audience while he tailors select chapters towards more specific demographics such as parents or McDonald's

Through visual anthropology, images, ads, and cartoons are constantly changing individual’s views and the world in which they live in. Images are not merely pictures to state the obvious, they are pictures that have a deeper meaning. Whether the meaning is shown or not shown, they convey representation of something more meaningful in the end. Stuart Hall

We live in a society where visual images are becoming increasingly significant, as most information in the media is presented as a combination of pictures and words. Visual representations enable individuals to interpret and evaluate texts that communicate with images more effectively. Distinctively visual techniques are used to enhance and challenge the way an individual understands personal experiences and the world. The way that they perceive these experiences can be shaped through distinctively visual techniques, as the vivid images can allow them to make sense of the world and provide diverse perspectives on how they view it. John Misto’s play ‘The Shoe-horn Sonata’ (1996) utilises powerful visual and language techniques

In Robert Scholes essay, “On Reading a Video Text” Scholes asserts that modern visual media or “video texts” provide a powerful vehicle for “cultural literacy.” By making use of “visual fascination” in mass media and in particular, commercials, these “video texts” use this part to bring viewers out of boredom and pique their interest. Following this, “narrativity” comes into play not only giving viewers the story but providing them with the ignition for their on context using their own cultural knowledge and experience on the commercial. The final step in the process is the ideological confirmation that is “cultural reinforcement,” the securing of one’s place in a body or group. With “video texts” more widely seen than traditional forms of

The reader is able to construct his or her thoughts by observing the small keys in each photo. Some of these keys are the use of color, setting, expression and focus in the scenery and objects around.

Although not stated outward until the very end of the documentary, a minor argument concerns whether or not the fast-food companies and chains should be responsible for the obesity it causes for its clientele. As informed to the audience, there have been multiple cases filed by numerous different people, suing these chains, a specific example being the ever popular McDonald's, for their weight gain and health issues.

In a society that is facing numerous problems, such as economic devastation, one major problem is often disregarded, growing obesity. As the American society keeps growing, so does growth of the fast food industry and the epidemic of obesity. In order to further investigate the main cause of obesity, Morgan Spurlock, the film director and main character, decides to criticize the fast food industry for its connection with obesity in America. In his documentary Spurlock performs a radical experiment that drives him to eat only from McDonald's and order a super-sized meal whenever he is asked. By including visual and textual techniques, rhetorical appeals, and argumentative evidences, Morgan Spurlock was able

In Bordwell and Thomson Text Book, the authors present four types of interpretation used understand how cinematic form makes meaning. Those are Referential Meaning, Explicit Meaning, Implicit Meaning, and Symptomatic Meaning.

Have you ever watched a food commercial with images of juicy burgers or rich dark chocolate and instantly desired to eat that particular food based on the picture? These are clever advertising and marketing tools used to lure consumers with enticing the imagination. These tools have been used for many years and prey on our use of visual literacy. Visual literacy is the capacity to explain what we see through images and make meaning of them. The textbook, Visual Literacy: Learning to See, and Brian Kennedy’s video, Visual Literacy and Why We Need It, explains the definition of visual literacy differently. The textbook and B. Kennedy’s video both offer an intellectual clarity on visual literacy, but the textbook gives a more accurate definition based on today’s world, seeing as there is a continuous use of images in advertisements and marketing, which rely on much more than just our sight.

The Kuleshov Workshop explored the effects of juxtaposition in film, and how sequential shots convey a

In his essay The Rhetoric of The Image, Roland Barthes explores the relationship between image and meaning. He centres his discussion around the advertisement as advertising is a medium in which there is an intended message being sent to the viewer. Barthes puts forward that if an image contains signs, in advertising the signs are ‘full’, as these signs are formed with the viewer in mind so that the intended message is not missed.

Barthes proceeds to portray three kinds of messages images convey: Firstly, The Linguistic Message, which is the text that requires nothing but reading and comprehending. Secondly, the denoted image, which is the denoted literal message, what is right in front of us. And lastly, The Rhetoric of The image, which is the symbolic and connoted message that requires inference and reading between the