Packaging unit

1. Packaging unit Mrs. Gonzalez AP Literature

2. Where does meaning come from? The Personal and Cultural Meanings we attach to Visual Signifiers A Lesson on how to illustrate the difference between personal and cultural relevance.

3. Blue: What are my initial impressions? • Tranquility • Freedom • Depth

4. Let’s figure out where those impressions came from. Which ones stem from personal associations? Which ones stem from cultural associations?

5. What personal associations did I make with this color? • Pacific Ocean • A cloudless sky • My sister’s eyes • My mother’s sapphire ring • Snow under moonlight • My dad’s old windbreaker

6. What cultural associations can one make with the color blue? • Many health industries have adopted the colors blue and white. • It is sometimes related to the feeling of sadness, as in “I am feeling blue.” • The Virgin Mary is almost always shown wearing blue. • When babies are born in America, blue is almost always related with boys. • Blue is associated with the Democratic party.

7. What significance does blue hold outside of mainstream American culture? • For the Cherokee, blue represented the North, and meant cold, defeat, and trouble. • In Iran, blue is the color of mourning. • In China, this color is associated with immortality. • In India, blue is associated with the Hindu god, Krishna.

8. White: What are your First Impressions?

9. What personal associations can you make with the color white?

10. What cultural associations can you make with the color white?

11. What does white mean outside of mainstream American culture? • In China and Japan, white means mourning. • A white flag is the universal symbol for truce. • In India, white is considered the absence of color. Widows wear white.

12. What do you think of when you see this image?

13. What personal significance do bird images hold for you?

14. What cultural meanings can we associate with birds? • The dove symbolizes peace in Christian faiths. • The Eagle represents freedom and strength. • Some old tales associate the stork with motherhood. • The seagull is associated with the brand name Hollister.

15. Homework: Please read Hine’s essay. • Highlight all the words and phrases that contribute to the author’s voice and style by Thursday. • Please bring a package tomorrow.

16. SOAPSTone Hine’s article • Subject • Occasion • Audience • Purpose • Speaker • Tones

17. Iceberg: Tinkerbell • Significant Package Descriptors: Tinkerbell, Fairy with white hair, winter vs. fall, burst of light near top of wings, same wings, blue vs. golden. • Meanings and Conclusions: ice/winter = death, swirl=soft, green=life, silver words like swords, bridge=connecting two worlds together, Disney is always in the same font like a signature, looking at one another like your interested, but trying not to show it • What does is say about the Target Consumers? Has a young daughter (G rated/girls/fairies), likes a mystery or change (bridge with seasonal changes/secret), environmentally conscious (recycled paper), curious as to what someone unlike self is like • Commentary on Social and cultural Beliefs: people want to live in a make-believe world, when two different cultures/races come together enlightenment occurs, girls love sparkles or glittering objects. • Complete the same for one package in your group. On back of the paper, write an analysis paragraph using a statement from each of your iceberg categories.

18. Flap #1: Portrait of the package • Award winning blue • Sky blue buffalo eclipses the back of the bag • Boutique bag of sorts • Textually dense • A blizzard of incomprehensible nutritional jargon blankets the side of the bag like snow • Decorated more for a nursery than a pantry • “return to the earth” feel is completed with a quilted Native American-themed diamond

19. Flap 2: Characterizing the consumer • Chemically conscious • Jargon junkie • Animal enthusiast • New millennium hippie • Nurturer of all things furry

20. Flap 3: Comments on Culture • Pet frenzy • One stop health shoppers wish to buy long life in a bag • Gullible gimmick grabbers • Dazzled by science • In an age of scrutinized parenting, no small mammal shall go undressed or underfed

21. Flap 4: Resounding research • How much money did American dog owners spend on their dogs in the past year? • What changes in pet spending have occurred in the past decade? • Can I find an unbiased rating of all dry dog food? • What would a wild dog eat? • How are health claims on dog food bags regulated? • Is the average family size shrinking? Does this affect the percentage of families who choose to own pets? • Do people spend more money on certain breeds of dogs?

22. Voice • Let’s discuss Hine’s. • Create a four-flap foldable note structure for your package. • Portrait of the package • Characterizing the consumer • Comments on culture • Resounding research Under the first three flaps, jot down words and phrases that characterize these things. Use precise descriptive language and include similes and metaphors. Under “resounding research” flap, jot down some things you could research in connection with your package.

23. Now go around and read what people wrote. Put positive comments on their flaps with post-its. • Read the comments made and then on the back. • Please try to draft an introductory paragraph that would it the following prompt in relation to your chosen package. • Write a thoughtful analytical essay in which you interpret and comment on the social/cultural significance of your chosen package. Describe the significant parts of your package in detail. Consider what messages the package conveys to individual consumers. What does it reveal about its place and time? How does it fit in with our culture? Dig deep! Infuse relevant research into your essay (at least three sources) and cite accurately.

24. Gender advertisements • What are your first impressions? • What personal associations can you make with this advertisement? • What cultural associations can you make with this advertisement? • What does this ad mean outside of mainstream American culture? • Present your ad to class. • Hwk: read Gloria Steinman’s article.

25. Steinem’s article • SOAPSTone • Underline Steinem’s assertions. • Analyze the validity of her assertions • Hwk: bring a magazine to class tomorrow.

26. Magazine analysis • Analyze the magazine as if you are Steinem. Which of her claims are supported with evidence now? • Analyze the magazine as if you believe Steinem is not correct. Which of her claims are not supported/proven incorrect? • Do any genres break the mold? • Hwk: read Karbo’s essay

27. Creating Voice • Create a four-flap foldable note structure for your magazine. • Mesmerizing messages (describe the messages your magazine sends to the reader) • Rendering the reader (characterize the target audience for this magazine) • Hot Highlights (describe some of the images, ads, captions, titles, features, etc.) • Resounding Research (brainstorm possible avenues of research you could synthesize into your essay) • Brainstorm catchy and memorable words, phrases, thoughts, metaphors, and similes under the flaps for the first three items. Record research ideas under the fourth.

28. “My Room” game • Fold your paper into four vertical columns. • Write down ten things one would see in your room, as well as where they are located. • Do NOT put your name on the paper. Put a made up code instead. • Now, I will give you someone else’s. In the second column, comment beside each item regarding what ideas you are forming about this persona based upon his/her belongings. • Fold the paper, so your column is concealed. Pass to a new person. Repeat the process. • In the last column, write your comments about the validity and falsehoods of the assumptions made. • Lastly, let’s talk about Karbo’s essay. • Hwk: Go to a store and record observations regarding the décor, packaging, lbels, uniforms, etc.

29. Store sketches • Sketch the interior of the store you visited. Leave space beside key items you want to discuss in detail. • Title your pieces by boiling down the image you feel the store is going for into three or less words. (Sample: Young, Chic, and Affordable) • Put dialogue boxes next to the items/features you felt helped to establish the image of the store. Write two things in each box: • A descriptive word or phrase that captures the visible characteristics of the item/feature • A statement pertaining to how this item/feature contributes to the overall image of the store.

30. Target Customer: interior monologues • Create fictional characters you believe would frequent your store. • Write interior monologues from the perspectives of the fictional characters. • The situation: your character consumer has just entered your chosen store. What does he/ she want from this shopping experience? What does this have to do with the image he/she is trying to construct? What is your character’s reaction to the various items/features you highlighted in your store sketches yesterday? What do these things say to your character? What draws or repels your character?