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Italian Ambiguity

Satisfactory Essays

rthermore, the word “companion” is highly ambiguous as well. In Italian, as in English, companion means “a person you spend a lot of time with often because you are friends or because you are travelling together” ( http://dictionary.cambridge.org/dictionary/english/companion ) but the producer here wanted to link the word to the drugs, so he or she changed the ordinary meaning of “companion” and put the word into inverted commas. By doing this he or she crated ambiguity: who should the reader abandon, the drugs or the people? What is more, in the light of the semantic and visual antonymy above analysed, what is now the illocution? Is it “get engaged and do not take drugs because they reduce you fertility” or “be like this good happy white …show more content…

The ambiguity in the relation text and image creates tension, since the meaning shifts from the prevention of fertility to racial representations. By applying deconstruction and diaspora criticism to it we can destroy the hierarchy between the binaries and therefore destroy the ideology “white is good, black is …show more content…

Why should it be preferred to the black, since the existence of good depends on the existence of bad, and that of white on black? What if we put those teenagers in the upper part, and the couple below? It would be odd, since the Italian Health Ministry would encourage people to take drugs, but we can go one step further. What if we put those smiling, happy, well-dressed couples down, in the drug-taking part, and instead the marginalized teenagers up? Probably it would still look odd, since the Italian government, which acts from the white perspective, would warn people not to take drugs (but the people portrayed do not look like “druggie” so bad companions to be abandoned, do they? They are still white, well-dressed, good looking people) and at the same time it would encourage the reader/receiver to get engaged and create families, by showing multi-ethnical couples. This is the shift of the meaning that would probably be perceived, but as the image clearly shows this is not the case. The black is still bad, the white is still good. The reader/receiver is here exposed to one of the current form of racial stereotyping mentioned by Stuart Hall, more precisely the one of the

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