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- Title
COMPOSITION AND FRAMING IN MODERN AND POSTMODERN TIME PRINT ADS: WHAT HAS CHANGED AND WHAT THESE CHANGES MIGHT MEAN.
- Authors
Nunes Ferreira, Sidnéa
- Abstract
This paper explores both possible changes regarding composition and framing in modern and postmodern TIME print ads as well as the meaning of these changes with respect to some of the main themes in the modern/postmodern debate. By comparing one-page ads from a 1929 and a 2009 TIME magazine issue, it identifies a shift from a balanced disconnected (framing) topbottom composition to two unbalanced but more connected (framing) top-bottom compositions. Then, it attempts at interpreting this shift as a process of duplication of the modern compositional pattern, corroborating the position of social theorists who understand postmodernity as a phase within modernity itself.
- Subjects
PRINT advertising; ADVERTISING; THEORISTS; SOCIAL theory; FRAMES (Social sciences); DISCOURSE analysis
- Publication
Ilha do Desterro: A Journal of English Language, Literatures in English & Cultural Studies, 2013, Issue 64, p199
- ISSN
0101-4846
- Publication type
Article
- DOI
10.5007/2175-8026.2013n64p199