SUBTEXT:

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SUBTEXT

• EXAMPLES

2
Subtext Examples

• (1) JIF Peanut Butter slogan
• "Choosy moms choose JIF"

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Subtext Examples

• moms
• moms, rather than mother, carries the connotation
  of loving, caring
• SEXISM relies upon a trite gender role of women
  as shoppers, caretakers of the family
• Only women can shop? Men are too stupid to go
  grocery shopping? Men dont care about their
  children?
• Men work, women do only housework?

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Subtext Examples

• to choose
• to select, seek, discriminate, buy
• choosy
• selective
• conscientious
• loving 

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Subtext Examples

• SUBTEXTS
• Moms who care about/love their children will
  discriminately buy JIF.
• Only mothers who truly love their children will
  buy JIF.
• Fathers/men dont love their childrenbecause
  they do not shop for groceries.

If you do not buy this brand of peanut butter,
then you do not love your children.
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Subtext Examples

• (2) Shania Twains
• She's Not Just a Pretty Face

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Subtext Examples

• (Oh na, na, na)
• She hosts a T.V. show--she rides the rodeo
• She plays the bass in a band
• She's an astronaut
• A valet at the parking lot
• A farmer working the land
• She is a champion-- she gets the gold
• She's a ballerina-- the star of the show Chorus
• She's -- not -- just a pretty face
• She's -- got -- everything it takes
• She has a fashion line
• A journalist for Time
• Coaches a football team
• She's a geologist-- a romance novelist
• She is a mother of three
• She is a soldier-- she is a wife
• She is a surgeon-- she'll save your life

• Oh, oh, yeah
• Oh na, na, na, na.....
• She is your waitress
• -- she is your judge
• She is your teacher
• She is every woman in the world
• Oh, la, la, la
• She flies an airplane
• She drives a subway train
• At night she pumps gasoline
• She's on the council-- she's on the board
• She's a politician-- she praises the Lord
• Repeat Second Chorus 
• No, she's (she's) not (not) --just a pretty face
• She's (she's) got (got) -- everything it takes
• She's -- not -- just a pretty face
• She's got everything it takes
• She's not just a pretty face

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Subtext Examples

• FEMINISM
• Men are defined by their intellectual, physical,
  and sexual traits.
• But Women are only defined by their sexual
  attributes.
• Yet a woman is more than her pretty facemore
  than her physical traits, her appearance, more
  than her sexuality.

Women can be defined beyond their sexuality,
their appearances.
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Subtext Examples

• FEMINISM
• A woman has intelligence, too.
• Attractive women are not necessarily stupid.
• To prove her point, she lists EXAMPLES of roles
  that women play that are NOT based upon gender.
• MULTICULTURALISM 
• The women shown in the video are diverse
• of various races and classes
• (ages, ethnicity, religion).

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Subtext Examples

• (3) Cartoon
• Pardon My Planet

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Subtext Examples
Pardon My Planet.14 Mar. 2009. 14 Mar. 2009.
lthttp//www.seattlepi.com/fun/ineedhelp.asp?date2
0090314gt.
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Subtext Examples

• AUDIENCE
• children (cartoons)
• mothers reading to children
• TARGET
• women, wives (unhappily married), divorced women
• SUBJECTS
• women, Caucasian women, middle-upper class, nice
  home clothes, not working
• IRONY
• no rings on their fingers, nice home clothes

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Subtext Examples

• SUBTEXT
• men dogs, animals, need to be trained, cleaned
  up after, kept on leashes
• BUT then a strange event occurs
• the subtext turns on the target audience, usually
  unintentionally --
• women stereotypes sit around all day (in nice
  clothes, in a nice home) drinking coffee
  gossiping while the puppy works like a dog
• women philogynists
• lesbians are man-haters
• TOULMIN
• Claim men puppies
• Grounds none stereotyping, overgeneralizing,
  male-bashing (philogyny), sexism
• Warrant claim is NOT warranted by the grounds

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Subtext Examples

• (4) Goodyear Tires
• G800 Supersteels Advertisement

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Subtext Examples
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Subtext Examples

• Text
• After a 36,000-mile tune-up,
• I hit the brakes at 50
• Image
• Car on a jetty, near the edge
• Jetty has rubber barrier
• discussed in Judith Williamsons Decoding
  Advertisements (London Marion Boyars, 1978)

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Subtext Examples

• SUBTEXT
• Jetty Tire
• Jettys shape suggests tires shape
• outside of the jetty resembles the outside of a
  tire
• the whole jetty is one big tire
• Jettys quality suggests the tires
• jetty is tough, strong, formidable
• withstands waters punishment and withstands
  erosion or wear
• hardy, durable, resilient qualities transferred
  to the tires
• Jetty relationship to the car tires to the car
  -
• the jetty surrounds, encloses, protects the car
• the tire protects the car, driver
• the part protecting the whole

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Subtext Examples

• SUBTEXT
• Logo Recognition
• brand name, emblem
• recognize the name
• associate certain traits with the brand
• accept (even unconsciously) traits about its
  product
• hold certain expectations for its products
• Celebrity Endorsement
• famous race-car driver
• transfer his authority in one area to another

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Subtext Examples

• SUBTEXT
• Too Far?
• A small white car rushing out to the tip of the
  cylindrical jetty
• thats protruding from the body of land into a
  body of water and
• thats encircled by a rubber coating
• Is prevented from going into the rippling water
• Car sperm
• Jetty a phallus
• Rubber coating prophylactic
• Water yoni
• Jettys action prophylactic, preventative,
  protective

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SUBTEXT

• END