Journal of Applied Communications
Volume 92 Issue 3 Nos. 3 & 4 Article 4
"The Stuff You Need Out Here": A Semiotic Case Study Analysis of an Agricultural Company's Advertisements
Emily B. Rhoades
Tracy Irani
Follow this and additional works at: https://newprairiepress.org/jac
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.
Recommended Citation Rhoades, Emily B. and Irani, Tracy (2008) ""The Stuff You Need Out Here": A Semiotic Case Study Analysis of an Agricultural Company's Advertisements," Journal of Applied Communications: Vol. 92: Iss. 3. https://doi.org/10.4148/1051-0834.1212
This Research is brought to you for free and open access by New Prairie Press. It has been accepted for inclusion in Journal of Applied Communications by an authorized administrator of New Prairie Press. For more information, please contact [email protected]. "The Stuff You Need Out Here": A Semiotic Case Study Analysis of an Agricultural Company's Advertisements
Abstract In today’s mediated society, people are continually searching to describe relationships among themselves, the items they encounter in their physical environment, and the cultural and historical contexts in which they reside. By placing meaning-laden visuals in a medium as popular as magazines with rural audiences, advertisers are sending messages as to what rural life is. The 2004-2005 advertising campaign of the Tractor Supply Company utilized photographs of rural life to sell viewers “ The stuff you need out here.” This advertising campaign, which relied heavily on a humorous appeal to play into stereotypical images of rural life, was seen in a variety of magazines that reach rural audiences. Using semiology as the framework of how images construct meanings, this case study sheds light on the various messages behind these advertisements and how they convey the cultures of rural life to farm and non-farm audiences. It is apparent that these advertisements have a tendency to play into the dominant ideology of what farming and farmers look like. Through simplistic images playing into known stereotypes such as male domination, rural work ethic, and freedom, the dominant ideal is enforced through the selling of these products. By utilizing American ideals and colors, the advertisements played into the American ideal of patriotism.
This research is available in Journal of Applied Communications: https://newprairiepress.org/jac/vol92/iss3/4 Published byNewPrairiePress, 2017 Research p T paper a Introduction idealsandcolors, patriotism. idealof playedBy utilizingAmerican into theadvertisements theAmerican tion, ethic, rural work andfreedom,theseproducts. theselling through of thedominantidealisenforced lookand farmers like. simplisticThrough images playing intostereotypes such asmaledomina- known apparenthave whatfarming that theseatendencyadvertisements of to play into the dominant ideology audiences. to andnon-farm rural life farm of Itis conveythecultures they andhow these advertisements meanings, messages shedslighton thevarious behind images study how construct thiscase framework of magazines rural life,images of of thatreachrural audiences. asthe wasseeninavariety Using semiology here.” campaign,This advertising whichappeal onahumorous reliedheavily to play into stereotypical the of Tractor you need out stuff Supply photographs Company utilized to rural life sell of viewers “The ences, sendingmessages are asto is. advertisers whatrural life campaign The 2004-2005advertising reside.they visualsinamediumaspopular Byplacingmeaning-laden asmagazines withrural audi- the items encounter they in theirphysical environment, andthecultural andhistoricalcontexts inwhich In today’s mediated society, people continuallysearching are to describerelationshipsamongthemselves, Abstract Agricultural Company’s Advertisements A SemioticCaseStudy Analysis ofan “The Stuff You NeedOutHere”: riety son, r ships r c a and ences pressions wa “ elied systematic ural dvertising’s an dvertiser hilosophical ractor ys
nly an “We The By
have histor
1978,
of
to lif
amo heavil (Ma attempts
pla
e
magazines produce S
2004-2005 c
an to upply
that
ical ng cing ma ddox, p
masses . y
sel effect
messag o 17).
y Rhoades andIrani:"TheStuffYouNeedOutHere":ASemioticCaseStudyAnalysisof themsel
fr o al co
l
n or
these
amework to low
Co
vie
ntexts a 2001),
a
In
ma understand
on variety
shed humor and of wers mpany
es,
us a
toda
y
meaning-la ves, dvertising the co
not to this
in
o
mplex a light “ n
y’s dvertisers
that The shed individuals ous the of whic
tele
“ intentio study
The
mediated meanings”
appeal items o seeks what
vision stuff h intr light n
c
den the
stuff ampaign the wil icate
nally
ar y a to y o the
l ou dvertisements to c
viewing
visuals n var
e
r
examine hannels y societ disco eside.
these
ou y (Fuery, sending soci-cultur pla
need set ious
encounter
y of need
ver
out
y,
into
in A
r messag
the them out
elationships people
that dvertising
se Fuery ho
a
to messag
out
veral
medium ster T her w
al
por
ractor r
mean (Bandura,
each imag
in es r her
eotypical e.” & elations ar
tray
of
their es behind
e e” This W
the es texts r co
b S
Emily B. Rhoadesand Tracy Irani ural as (P as agner, c these y upply
ntinually ampaign. co
age, f p
pr to popular
inding dy that
hysical nstruct 1986).
and imag and int
these
namic what
meanings
2004). 2003, Co
hav
a visuals ur es dvertisements
mpany out
sear ban a
en messag Thr as r e
of dvertisements.
ural a
p.
been
These vironment,
dvertising
magazines ho
r
ching 87). ough audiences. ural ar
in w
lif e utiliz
es or
their the e
cultur
lif imag
dered thr to a ma e,
y ed
semiotic
of descr ough
c mean was y
imag es and with al
ampaign,
p T
be
the in
S hotographs c o and
emiotics . an seen
ibe
v unco the es, ”
the
2004-2005 ery r W (
ural
be - William
social
lens, the r
study
hile elation- in cultur
specif ver
seen whic
y audi a
this stil is the the va ex
of of
as al ic h a - - - l
1 DOI: 10.4148/1051-0834.1212 https://newprairiepress.org/jac/vol92/iss3/4 Research o Tractor SupplyCompany Literature Review signs andcodes(Rose, 2001). plications for future for plications analysis. S thr f L lif lif enues ar ness media list ing than been gr tool 1996). at Por missio co tions. ur being the co at Agr centur frames: imag tions. porting sought or verview tates, ocated
ticles eat estyle estyle” ban ntent r per
ee
ural these of Tractor Background Agricultural Farming A r traits ofRural Life
ibusiness
f eaders
missio es
por those
or
pr imag
ceptions
impo By mmon frames linked to rural and farm life. andfarm mmon linkedtorural frames theirfindings classified underthreeThey distinct A ex
100 n study
y lif portray
was
R
after
public that of oducts linking dvertisers anal
r as and r are
ceeding e trayed
ural ( mostl ole eaching imag of
por
Tractor
that r es fastest-gr
being
n
f verished, ural f to
seen
S
ounded ysis f
ound the
b maintenance
by
(
and of traying eatured inc upply a
ar y Walter ations
f
es. y farm dvertising
of ar
at orm
in TSC the “ eas
viewers
do
methodolog rural” in luded
of into
businesses $1.7
e in
subjected r
pr e A S r agr
ural ar in
“
mestic ural
veryday
major states upply
pastoral,” ar Center the
oducers
a Co life owing
in e r
has
being imag
icultural is successful eview
ur the
e Journal ofAppliedCommunications,Vol.92,Iss.3[2008],Art.4 & model
bil
giv
with
lif
in
1938
mpany
“to t ban advertising A
between
(Kellogg ypically W inc lion
e
en co
is merica
Co east the pr
es lif needs
in
w
“
co ilson,
lo to f luded mpany
a
co agr of rednecks,” int
ar
e or with
man
ork as
mpany,
of y of
the w in
mpanies. “ major
2004
eas
ntinue media and a peaceful,” of
a
emplo
( iculture Media
a
and what r pr dvertising far TSC),
“domestic 2004,
of ural har
themselves, United co mail-or
y the
based
1996). Foundation, anal their ices”
(S
mers
g oppor
behind r mposed
campaign c tele
d, ender sour ecreational trover,
ampaign 2005).
( yed Roc “ lif to
Walter ysis success”
making
hav
and or
TSC, ( the a e vision and
o
TSC,
in see ce dvertising
Media
and der S
n tunities ky in to having
e
tates
of
r
as ideolog agr
this P of media
oles 2001). larg fun, In
far
magazines these of e
Mountains,
c
ublic the
“ the no
valuate
a &
atalog
quaint”
r being
outlets icultural wil
2005). 2002; 2004,
mstead it in
evenue
lo
est visual
a hav
far w or and W
that
dvertising media
a ba wer-income product, l
far
to
public iented hea co y” mers Affairs be
lea
ilson, e r ckward messag W
etail
ming
studied.
business make displa
verage the co
W
wher
f
the The ding mostl pr dquartered
co (Kel eed
hile
f lif
’s ntinually magazines alter, or and
esented
and
mmunication
ations,
co imag estyles; 1996), the far imag to
e
and most is. into and logg highl y mo
es
r mpany r
y c lif ward
etailer
men other esearch (Kel m
r ampaign imag
1995). The
co co anchers,
(Boo estyles; off e ney
families
es their
the and
these mpany vered of F
o y a r
pr ering logg
por been ural
oundation,
dvertisers nly ar
and r
es in visible
r
the tr b
ural eceding to was ne, in esearcher
W e y
ade r physical trayals
has Br of
anch
a
far
pr deter
.K. and issues, ster its
public
F their
far wil
por
and
Meisenba
tr f
wil entwood, named audiences c with oundation, ew oviding cultur
mers
public actor
laims
mar loo mer. eff Kel eotypes l
trayed
r l
mine be stor
others studies
ural
an f of co meanings. orts
ked
ations
ollow,
the
ket. 2002).
logg lo
noted environment.
al and
pr
W
par nfirm
people explanatio to ations e to wer
ar
leg
ovided lif
alter to r
if ch, at
c
thr T
The
esearchers ts
F f
eas hain who (
co F w ocus e
hav
enn., the endary ortune Walter and
alo 2002).
co ho
educ oundation to that
oughout omen Resear & in ntinue
the
as
(1995) as mmunicate
in y w cor
e ng
famil
A enjo T
these
in br to
o
ar anal
a
an r ational r al ucker, w r n
n
n eported
porate ural r
elationships with oadcast
e
giv the Magazine l
etreat omen ser pla W
&
ch “ anal
of y encour impor por
supplying y to yzed
loo
anal
the the
e hile
public
vice far y
W the
loo ar
United
pr loo a a trayals ysis
2000). a ked
eas
le
mers. ilson,
busi
fr basis r oject br
20th yzed hav
king
sup ho
r tant ural sta im and this this vels ked ag- om ev-
ief
of a- as at w ’s e - - - -
2 Published byNewPrairiePress, 2017 Research hav c 2004 sel whic tisement’s tional tion countr not against thisculture group. images ofethnicgroups are thatstereotypical Merskin(2001)concluded S organiz the skin them. o asa Advertising Visual ming showed imag agr influence S age imag with the that Bur v ing agr in 1998). Resear ster citing cized learly ery ne ue Bee Honey) reinforce an ideology that has caused consumers to be blind to forms ofracism consumers tobeblindforms thathascaused ue BeeHoney)reinforce anideology emenik,
a l iculturalists iculturalists.
e
eotypes
Several Some Advertising, A A eau, While vie oper r buy only
far
v
another
esearcher far to h (2001) e little es
an ery the
dvertisements
issue view
F
natio connection
the ies. wers ch mers (
the
understands mers ation N
for Resear
ing
Williamson, irth far 1998). independent ations.
positiv trends
g
ative
and f
y cultur 2003).
By r oal
fa
pr or this
these of
esearch
of nwide
studies
public a of ar
(2003) anal
ct as
just imary
w
of lif
Rhoades andIrani:"TheStuffYouNeedOutHere":ASemioticCaseStudyAnalysisof mor anal farming.
e
to
reflect Agr chers
farmers
f ere
A that por
“ Results
The
and
ound estyle e In sel of
hard al
a
yzed
at mericans. as persua reasons, thr light, dvertising A
e
yzing
to iMarketing being study trayal gr ling
the 1991, vie
hav
its dvertisements has functio a
descr
r no r author ough
co
w this
oups esearch
ural TSC 1978).
business
a
that w ws
r that
the ork
cor
n-farmers ncluded past, eality
e
in culture sa orking,” us of de
been
a
loo of of
por Mar ibed
ying far
notio dvertising
citiz e,
the they
ster the
associatio hav these oursel to
(AgriMArketing, so the n
Thr
agr argued
co ked is mers. but
Messar imag trayed
ma that meone
loo do make
y
media, eotypes
e nsumers ens, A y a the that
r iculturalists
n. (Gorman, still
stating
A ough ather
that w
w co ne merican remain y at “ king br ves.
honest,” nne
orked
es. The ould hold
al
be
r W mmunication
it ands specif
hav
far egulation
that to may in lows
a is
n
while in
about The
did
hile
to
By there than a
Higgins co mers
at
descr in (1994)
a e
that
vice the like far S
semiologic
was dvertisements
while
sel
to typical nnection (co
have been
ic ingapore, the r
them the shed
F
elating this 2004, notio mers
and
arm
l
the
as
def cultur co is is to
co a
hav nsisting ibe pr the do
co a
pr
of co
mpany a
2004) still
ntribute an
esident discussed hav the
ine
dvertisement. descr study
light
ne r
ma e having
to lif mmunication Bur n oduct,
co
esults mmon of in cultur pr
p1).
been method effect es
estyle. is a e.
nsumer magazines
de b a the link and
oduct, al advertising high
Mala
eau y
wa
ibed and long A that
o
of through
did anal a the is
n dvertisements,
w ideologies
al of
y ser cr
as gr plea tr
“
to
co in on study
it.
good
ere str
their esteem, ysia,
F
this of anspose eated
co
eatly these
not way
as
A ysis a but la mpanies vice,
our most that armers
The per dvertising iving
viewers
ntent cking
merican lif in a o
W
associatio
step aim ma its
ne and a e
f famil
to ceptions, of r liv
the gap to
ound
and is epresentations dvertisements
idea and
imag r media thr
illiamson
eport
es
advertising y
go.
to
se while of
mass
societ in being
meanings
w in
V to
Jour into not
ough
veral bet like
(Walter, y and product
ere per make
or
the ietnam, a
es moder F that
def dvertising values” a
and
arm
ween hav (A
was
ccording
nal
mediated wa petuated
y.
the n also wil holding
Cr
the as por
most ine
A
juxtapositio Co merican
of co
y
e its (1978)
azy
of l merican
mar w
Bur de
r
n
trayed
of
intentio nsumers
tr liv sho branding
ight
juxtapositio nsumers bet 1995). the far ell the
campaign.
(A A
co custo
veloped ansfer
also in es Horse po lif keting eau
pplied mers
wn
ween as
merican ntext
in to an
do r e b dir a werful
w to esearcher
noted
y dvertisements. F
(O’G in media cr
S W
e mers
minant in
in idealistic, a arm ection
a nally a
outheastern
eate
their hope dvertising
dvertisers n, per
and
a
r
Malt illiamson specif an (A 1998 larg Co today. was out eported dvertising
a
uinn,
Bur n ceived that merican tools
hav dvertisements
F
object mmunication a sho
por
no er
meanings of arm in to
to quoted
str Liquor ideolog ic was
to eau, e
n-farmers, than
wed
a trayals, the
liv an
def ucture r audience
Al
an
that
descr
omanti- see
co
Bur far
in br (1978), e.
and able
a
len, 1998),
eating
Asian
about visual ncern
Mer emo
F dver- these ands, av
TSC
mers r
ho in arm y eau, ela- and c
er- ib-
an an & to to of in of
w a - -
3 DOI: 10.4148/1051-0834.1212 https://newprairiepress.org/jac/vol92/iss3/4 Research ho linguistics preting messages (Rose, 2001). (Rose work S between and thesignifier —thesoundorimage attachedtothesignified. thattherelation Researchers assert sign (Mor 2001). Theoretical Framework Purpose describe ences ideals so cr 2002a). and r and mon pr gr them le ers codes, shedding def tr is better Codes ead. connotation describes assomething that reflects Barthes meanings, the cultural mythologies, aussure.
opical vel, eate oups. esented me f w
ined ollowed reinforce
Saussure n Based e o Ronald Individuals These RQ3: RQ2: RQ1:
ideologies. national T
imag
and denotatio
, it
of
with thr that
understand
meaning co A ar 2001).
These means
as explor loc
Bar
dvertisements the e the nstructed semiolog ough
light
S
How Do How es
iarty, 2005). Asign isthebasicunitconsisting ofthesignified —aconcept oranobject, ob in sets
those studies o r ar
ation, emiotics a ealms Bar b thes’
e distinctiv co vious signif preconceived these y the de advertisers
the F
the set
codes of
o
a nstruct the a
n,
thes F or veloped who does is out
dvertising
these n
r
companion, or
2004-2005
theor and co
epresentations
b is
images of agriculture
the y. por
shed ier pr
example y meanings meanings
co b
nventionalized example
of a
too is
y S r eceding study al belo
the
nnotation, ules
star a Journal ofAppliedCommunications,Vol.92,Iss.3[2008],Art.4 and trayals
var
emiotics e
legitimate co what low the
y messag
possible ar
k methods light
a
could nnections, T descr
ious ng
ting e
semiotics support
and sy , the
ractor
study message a
cr imag and
a
stematic the ,
to
semiologist
of
eated
T an
while in
o liter
dog and
messag of point signif ibes
es nor
ractor
n depict
y
a r is has
co
their
es.
imag ural
that of
seco ho signs (Rose Supply ar
social cultur of
, ature ms
or rural a
nnotative
the
with
e a methods
W signs
w
others been fur ied (Merskin, a shielding in
p
seeing
lif defy
dvertisements es nd bi-le
understanding w of e S hilosophical own in other
illiamson
ther
whic sign,
upply ,
e. to ork
of e
is po life
behind r
the 2001). imag
their eview, le to Company The
ar and de
ar a the vel
see wer vel,
may minds?
with e .
portrayed
to tr co
veloped h bitrary cultur
cultur As c r
of
said
opical es eading Co an
codes
o r
r stereotypes
me
advertisements. loc the descr r in esearch eading
2001).
ne
The
making these elations, see
this these
loa the (1978) mpany
signify
al
whic
in to e
r al hidden
eads ded appr
and it
(K cultur
ibe portray
that island
wil
inter
fur study study co inter
of gr
of
a
as ster in
ates dvertisements, h of questio
ntact
oups
l ther
with
a ho
oach meaning ho c
the
argued
a “ diff
f the these be ar an ests va
eotypes The
orm messag pret es
guardian surrounding w
w of & w e meanings aims
cation
its
dir
mean erent anal
b thr
r ould ar used with ideologic
meaning
linguistics of esearchers S y that semiotics
ns
what stuff the e
advertisements? haw-Garlock, ect, company
the ough
that the yzed battling
to
es guiding
that
co hav in the things or diff
w
seeks
specif
w
or explor y that r
ntinue is
orld
pr
uling r ou orks a
r
e
in agr
elaxation
wider thr ar erent al dvertisements egulation kno
threat.
that oducing,
a agriculture?
or e
w
need
assumptio m
co ic basic
to m in icultural
ough the in to
this par orks of iginated e
wn ust
c
ust
mplex meaning
to
is
this lass things co
similar the diff ideologies
P ticular
ster
1999). anal
out be e
as
mo ierce, nfront denotativ thr take
the voked
and
erent in campaign? co
of
a ideolog eotypes por
dvertising ve ough ysis
co her
messag
nveying, mind ns to what
in theor
wa slo to
pla L
mmunicators be trayed,
of
al O
e”
diff that the individuals. the evi b
w
cer ys w
yond low
at y ce. ver the the ere c
e
y. (Rose
etical inter
ampaign. living
the
erent pla with S tain es w
r
liter questio r
Ideolog eading The
time trauss,
each
sign. vie as ork and
use wil
ced
the messag (Bar object
national
f
ary cultur
wers ,
. ollows:
fr
similar l
people
2001). (Rose ,
These of
initial inter
vie audi co ame- these
upo This thes,
n
and and of F
c y the m-
By w- an
or of to es al
is is n a - - ,
4 Published byNewPrairiePress, 2017 Research r the vie signs The diences identify selected with ( in a off educ inc (Agr about mor g lected text develop o meaning c a of r o of 2004). ences The describe Methods an meanings them method ar ecognizes esearcher Western
ampaign dvertisements enre, n theimageofcomposition itselfinterms andsocialmodality. This studyusesthesemethodsto wn total e
the a wers ering the
luded y par
The Williamson Bloo
Moriarty Semiology, as a method, researchers tools for to use to dissect an image and many offers analytical
specif
and This ated iMarketing, r convey, horses.
c objects.
esearcher within
o
ampaign
and
sign f the T t-time W of n or
associate
ar
a ractor three
m a with used
magazines . its
imag
the
in
individuals
Bar
hile
this paper 12 e
case ic
unique c Horseman, e cultural meanings(Barthes,e cultural 2002b).
r
anal as the smal
and
esearcher (2004)
meaning the
the
situatio
as
pag it.
Man diff thes
“
Rhoades andIrani:"TheStuffYouNeedOutHere":ASemioticCaseStudyAnalysisof
and
as in far es study
were 10% r we
do
yzed
study
S well each ho
de
also l
host w By
anal
c (1978) upply
e.
mers, erent (McKeo semiotic par
far minant
2004). those
ere ampaign r w veloped descr
y
S pr
ural descr
Once
.
seeing
of published ayre
pr
n, ms, in as these
t c yzes
These it
esent my
to of
in hose published; c who
of
oducts
an TSC makes the n.d.).
the pr whic
o
Co perspectiv ibes
meanings the three r thological
ibed wn stated like
elation W
(2005)
the int thr the visuals,
wn,
understand y
imag
mpany. anal
liv
imag overall these b a
thr pr
hile ar ’s meaning h my
y horses,
ee
a
situatio e Hobb
targ
imag the esented star meanings e advertisements
custo The dvertisements 2005). the Car
ee
the
ysis.
in a es th
that giv
es
se dvertisements
to noted
the a
their imag
et t “
e,
individual r
dvertisements michael as veral
a together. ideologies.
The es most TSC en ural that with status
the
r mers y
ds
This or the esearcher
audience y thr
a n .
w
F Ho
The the
w b es
seco w
functio
ar armer. w
ere
alo y that ar ough y stuff
natur ’s tele ere ere in no out
orld
e
w wever,
w ar
is TSC eas as
vice inter
ng
y r ere nd-order loc ere the
L e
eturning
basic
vision thr
published the taken m ly
the the
of
ynch
y ful w
and ally . ar
semiotic
ated used
with n
ou TSC
ust selected r
without f W a pr ough ere texuality that all
its un ound in
l-time as dvertisements. method these text
single
esident since
estern
meaning need
w
ar
inser
of 2004, signs, co inc
(Bloo
in f into and in
ould ound our e ar
is
meaning the
mmercials,
and
the to
it se
in lude e
the
w
in attempting
the bec
t
out far
“ theor taking selected,
(Rose veral do volved
smal these
expert-reading”
ere
unique Horseman
m, of themsel and
pr
thr not that ads. of
the a b TSC mers, minated
y
ause
ocess A
y to
the her
var 2004) not ee
w a
l
y, merica’s the agr the
be dvertising
, ideolog
a
ere was to of
c
into 2001).
e” iety
specif a in imag
S
ategories.
be vie
campaign.
dvertising wns
icultural-focused 15% pr the
co
as the emiology ves the denotativ of
r
c in
esearcher the yond
ampaign oducts
wer.
r
utiliz nnected
co b to of
w eflects
signs.
descr
es o public y into signif r
ic
a
y ell
This nsideration esearcher
ar nly Horse w cross visuals magazines r
w
–their each Ho
being pr e
estern
ed as and
ork appr
par the ibed public int
As By
and
ier
e wever, study the ations studies
pr
associates in
pla
A as and
in
audiences
t-time
tog
and
mar
oach int of vie a and a merica inter being r
this
dvertisements and dvertisements elationships engaging ced its organiz var w
utiliz
r ations ether
wers co e wil
ural
a
keting
W the
af r the
signif
dvertisements, ious
r public
eaching tend esting, nnotative study sol was eadership equestr in
ter l estern far familiar
ed
f
(Agr lif text
r of ve the ocus specif to
esearcher ational
mers, the in magazines,
the e. ied who
to
, the
an descr ations.
and giv the
as The cr surr whic same
iMarketing, y co
ian
Horseman. o r that
with imag eative, tr ic e
ar ural steps
w n
ncentrate
members messag
and pr eff aditional with
and
w
as a ibed ounding
e ell. the anal lif missio f h
eelings
ere oblem” deeper W
pla br
visual, ective.
estyle being e, could
other audi
these
w
One 30% out
ings f idea
hile and ysis ced au ind the the the se ere es n - - - -
5 DOI: 10.4148/1051-0834.1212 https://newprairiepress.org/jac/vol92/iss3/4 Research when f steps, as ar whole S the signs c imag Analysis explor y lined in ment, r subjects ment lif of F p visuals A while o 2004). dr w public, the ages put in vie is inter ield eader an n hotograph igns armers
orking e merica.
estyle they seeasrelaxing they andserene. estyle aws connoting tur
was the so
wers
three y
open dvertisement Each Ea
Ea Considering These o be denotativ
The
esting ar ar es
meone’s
notes nto
n
and b
o
loo thor ed w
no upo
ch ch attentio
e e imag
to c
to do n bec By v the
w
ere hosen into
also Rose sel ery
in
n-farmers o ar
consecutive the to
text king the in
ere a of ne the descr a text D
n n
ough
ause
posted e
dvertisement
por and ling
the
that a
identif
diff
e
ter demanding
c uct-tape, impor
the
dvertisers able
based in the sho dissected
botto
imag loser a
e
is itself co
da
(2001, within
f
traying f n.
ms
historical ibe
advertisements. or
or erent and offered
in this
the then mpany. the
imag y
f wn
advertisement The ield the to
semiotic meanings.
this e messag in ied
tant. of m inspectio .
the y
o
who W as do pla co
study in
n
ar
p r
of what “ inter es v
pages; the
Journal ofAppliedCommunications,Vol.92,Iss.3[2008],Art.4 notes
as ural posted” duct-taped based
.
ery nnotative a pop-out minant illiamson this
e
the a to ar
ce ideolog
91)
further Al
utiliz the
W
applic
humor
sepia in thought
r a e
was way
a , es
identify omanticize themsel
l pretations
mix dvertisement.
ther
juxtapositing hile A
pr the f the
to
anal a “
ormat n pag
w ruralness,” appear however,
ds o merica.
oduct, Af
es
pla
of it ere identify n
ed to with ations y
perso
y e
c ous
analysis ar
text
a e. ysis, a
ter and
was
the
signify ampaign ne, doing dvertisement
is ced that
(1978)
r
e
audience of
p W kept eadings ves
note the
hotographic and laid
an
side
the
what
indic to is r n
pr
as this designed involve
hen The esearch
(3M, to depending
easil was far
no
in individual understanding
not and ides
be
pictur
and business ward
out
anal pla siz b
the note with
descr
ming The
method al these y the ating
two appears
is cut
la
y
e of being
ys l initial 2005).
themsel explor
of in itself
ysis
the thr yout designed into a
of them .
a
the
ing
dvertisers pr the
into the
One a ads out ibed a
ds o the
is dvertisement (Higgins, ee the qualities
the n esented
hor
r
tec was
and
o usual ly
esearcher
the w
r utiliz of signs
e
o midd
findings. the is
identif a By
could to n eality of
magazines y
the
in n
dvertisements ere w the ves.
hnique ho izontal
seen
suppor imag
the ar
the
co ould
be
being a another a
positio
the a
with w
dvertisement, e that
ly
dvertisement imag ed r
company co le mpleted, r
Thir
un,
old. duct
elevant individual in ar be instea imag o a in ied
as
e.
nnections
image. 1991) of dvertisers nto co to e
the ted the that plane co an
co P ther seen the r
ery
d,
By r nsider
ning ugged,
the signs. imag r hotographs
eaching
tape
ntrast e ntinually
magazine each
in the
identic y d the
in
liter
appears
e most t of
makes
to
ar ar of ying at , public
an whic
that
w
the
a with
is y es TSC
o e e
har
the
and ere ature L the a
pr these
the
nto
w bet impar
or industr pol a able r
w as to
astly,
pr
ely
liter oduct al impor ere into is h male d-working far
ere
anal a t
the it
ation
ween emeditated same
it
appear ysemic the vie
the ypically r loo these
based pr
to
or solutio
eferred
mers o r to appear to anal is
ature ar
eview. next tial oduct. n
this wer.When
the
vie
k ysis. be
a
f ial cultur
e a imag that tant be pla igure. these
that signs. ne time. as
pictur
successful yzed
wer
a r
an
on
to str and thr esearcher a humor examined ds ce in
(Rose n
wspaper
N
ds
a thr
is as ba Thr par
e
ne,
These
to ength, e
(S individual
quic traditional
ext,
ee-dimensional, themsel half-pag their w
at
Onl visual so
seen
ck in w
if (McKeo ee messag e
no W
ere trover,
what t the
e ough
ere
of , it
it
of ye-level
r ous these kly a to n-farmers anal 2001). hile y elation
ds
was
published, this natur stands
their
stand-out
a
o
the as and that anal
puns loo
the
dvertisement to
ne is co
as ves r
yzing e the e man un 2001)
a
happening a
wn, wa ’s
signs nnects deter ked
dvertising
(Gor a a the a
yzed e, values.
liter f F dail snapshot
so dvertise- dvertise-
- dvertise into
perso
with or in to
anal to out y irst, as y
meone
2005).
b object
at
signs, a
paths other those
y mine alike ature
dr man, y
r w
the
as ural
r
and this
it and im ysis lif the the the the the nal ere ow aw
is e, y a - .
6 Published byNewPrairiePress, 2017 Research the nicel tisement. vie col The Man vie plays setting. theidealfarm fying This redin front barn, ofaclassic signi- tern. Heisstationed inafarmyard bar hav popping colors hard peal, ning ure 1)appearsnearthebegin- far of blue the vie the br mo a task. ntains the ment matc to men being in A ity to sexualit merica
inging
the the mer wer’s wers’ pla wers lar, politicianspeakingatalec- n, fence, and crops continue to America,play on the image of rural the idea of simplicity, bringing
vies with e The This Four The Many A c r r
vie
ed y ight hairs, h
skies in with w
been
merica’s to of ce
co
po men like a
ork, and
it
c wer
dvertisements
y and
the
bar
into problems.
lothing:
the
e
his setting
a
imag werless out
the
their (Walter to appears f people ye side
ure Fork
irst
semiotic the “ in
Upo the listening she
n,
male and
ar a
thr
sel television
sexualit sees vie
a str of dvertisement,
F the ound gr Rhoades andIrani:"TheStuffYouNeedOutHere":ASemioticCaseStudyAnalysisof
es
a taped lif
of l politician, o ee-dimensional
ebruary is
a n
aight the wer’s dvertisement
Horse een
trustworthiness their wn
f
utiliz
estyle
or gaz bib
ar w or c
the a an as &
losed f dvertisement
oman,
e
irst
p her studies
subor gr c the y
to
e” hoto,
if W
a
o pla hairs. r
imag to older speaker
dvertisement and ed . omanticized ass,
veralls,
doing
programs.
.
this of into
the ilson,
These 2005 imag ced inspectio with Its
the
in
dinate in
agr who c dr his
es,
,
The
lear and politician of
imag
the the contrast
white- in aw a
br
so iculture
e
;
1996). her the dver- (F jeans,
a
a issue
a ho
is
is ight
mething dvertising ctive
mis-matc ds skies, ap while
the TSC
f
a ig- to
e as our co y
so dvertisement wever, n, v ar
- ery pla
is por
nnote the
mething
pictur she ms
basebal
r
r o
Figure 1.Figure Tractor Fork aManure Supply for Advertisement with
and ole y
w speak eal a the tray nlookers passiv
dvertisement vie and into ood
has
y or
hed
in y ou e and
ster fr imag wer’s
the
a
ar seeing of
l eedom legs
lo
f the lif
f male e, that c c ence,
or e
eotypical wered
c an aps,
was r
e. farming
and al hairs
ural es
(Messar
ar mind.
a do cr
This l
see
most e
hav
while
gaz v ossed. them and
and minant not
ery and in an lif
herself off c o
e
e
e
is ampaign
the
These
nly
ec
flannel open posed.
pointed
cr in audience. minds r .
is,
that
pur
a ural in The to lectic As ops
chieved
whic
ba his
1994).
ideolog a ity
his
and Gor
has
ckground. in positio
lif co in
thr
These
ar
co
shir
h gr b
estyle.
their lef nnotations out sho
the m
y
man ee been the
njure ma
oup
W b t sho
y t.
and
y
w
males the side
n ba de y of
A hile
sitting the
people
who wing These co wher (2004) a
shaped nother ckground.
when
the
herself leg use S . pr nfirm
these he vie By
, oduct
ar
.
white
e
b are
of the He
wer
e b is y the
a c using thinking
descr
y
perso ds ame
dr
thr their
sexual
the
sitting
smal then
a being beaut
appears y
ds essed seeing , in
ser
The ough male hav
males’
ibed, her
c do n or
ler, ve postur tr hairs
sy
appears y e
der
spr
ansferred bet gr e in
as
of not
just far mbols media, of in
al
o this een
to
awled
co an ween ster
l
n far to mer
natur
that co e,
of
use be co - mfortabil their
ming answ mparison appear juxtapose gr is
eotypical
the to mpleted
in
dr in ass suc
seen blatant do se
out e.
to
be
or essed
o veral r er
men
The h
ural lif and wn, not the
der
o o to to as as e: n n
7 DOI: 10.4148/1051-0834.1212 https://newprairiepress.org/jac/vol92/iss3/4 Research attentio withdr cian. ing a flag, but his is pointed out of the image and he appears attentionnot to be paying to the politi- colors these ing T indic is job imag His co tisement W f opposed bef man, sitting sitting else the elder ing attentio pa the flannel appears in lecter is ideal as idy in advertisement, olded. ractor
the sa nnotes ying alter w the this
ore llic
.
do The The The The The The advertiser that is a ying flag ell.
e This ly ates that she may be there as a listener or as a support to her farming husband.ates thatshemay toherfarming bethere asalistenerorsupport dvertisement
of n
2004)
things.
o
ne.
tr
in
co awing setting
scene
st the c
setting nly man
He attentio with
and shir n, n. The
ansferred
S losed the to
o
elder the politician
is yle. imag f nnotes audience
the to
and pla upply
our that
The
nly as Ho diff
held be o t
is
t, far
y wo
. W r
who ne appears ys w
As a
a
f
ural One
from
loo w wever,
ly ar
our and
could e people
erence
dvertisement coff , with the did he ell. By microphone
imag m
ilson
oman into n
a the
sho e
y of is pr g mentio a ctively
king
ounger
manag entleman not
is b y to
The perso
people
har ee. the into edominantly aligning
a not
the of
y
of is loo the
wing w
a her
e in
be
man that the the
dvertisement
spr
(1996)
as
ould in
The sho
d-working is who
co them in
Journal ofAppliedCommunications,Vol.92,Iss.3[2008],Art.4 o out
king y
a pose.
signs
flags
situation
the nlookers mor n. ounger if ned
also ho legs
engag
eading ncerned
ers. position other the
speaker
men,
wn
the
ster
to he
who He
at like coff w
ar
pr
itself e
stuck
is
at
is ear pla
The shot co the a and
being discussed what
is the e gr eotype
co patr
dvertisement oduct
ed
o w
loo
thr ee the to nnote
sitting she
just ipping appears y lier, ne
out far mpany
ears sho
.
r
y
flags
into and with man with ar pla
as again f ight to Both of king ee iotic,
in
ind
that mer of ar politician.
is is
ms held
about this
wing
ar
the ys wher power. ar being e
the co
bec
t that pla
the ob
this
e wo ar
alo seen e themsel who
what of the the
cr off
veralls, ho vie into
tur and men helps as seen
to either
co viously e al ause
ying co middle
ossed,
the ngside e communication
off
held people
to w
l-American
the imag
wers nnotes politician. ning
holding lecter to be
sold, nnotes
the
is as
pla
that
the
the w r
ward
ar
as
his
speaker
espond o
wil This to into older
dr the omen
ves. loo
a ys ne e pla
vie
e
assume
while
sho
his
the
politician
n inking
sho far of co
co r patr ling
the of the
in
the
elaxed
king
her
ys
c
wer spouses and
the
V
a the nvey
mmon an
could
m this
wing these A far
gaz the wing
most
iewers into
patr
iotism. in y politician
The
to r to
mericana,
inc la
the ounger
hat, ole
ob appears mer co vie off w ster
e
is ck
so scene r a
r the to
earing ural
and
iotic
oll mpany viously lude dvertisement
their
awa
the
wer qualities. sy
the
of
that
mething.
passiv men other into with
is of eotypical
and and ideal
is the
ar mbolize
politician, up
The the
sa
diff
po mor y
sho
e media audience far
and and
an imag
it ying to po spa
siblings, r w not fr in his ar
the
a wer
as eader e
t
t b
of
mer
erence notice om w ork
wo is
ypical elder y
e e white wer be
y
perso the ce
ounger why w
the
slee
co
e supposed al no By har
political what using The
and
and
ell.
belo far ar male his
or boots. the l when
ncerned
seems
and
a
that
ly sm e other
ves
sho dworking inter holding
arr
, dvertisement
with
m they
n hav W
far a
in and
col ar ag por sub
elder w far
politician,
ug in
a
r
suc anging
far scene man
wing e to hile co the
m ing
e this
e him. lared
est thinking far mer,
He
trayed mission wanting
to the are the
figure a and
their is mfort in mers do h wif to
ly
with
co
wa mer
o the
be taking in imag
in
is
a
their
is
that w n
not the The
w
a putting e. far
ncentrated
a
shir wisdo
y smal and
dvertisement.
a onder this
the
also
flannel e her less oman
do major W w
the (Goffman, as yes
what mer might with r
he w indoors. es. ealistic
oman,
to
he t to
ar angle of
expr hile
not ork. r far l
e
hand.
a politic co with
the
men eady c
e m, vents the A
The
c
is be losed,
this pla dr
ho
an ity in m ncerned vie the the open
merican
is essions.
she appear pa
This ink and
appear
o so
w
men
ys
of
this
a
suppor wers be his of ar
nly also scene loo
to ying do
This
politician co situatio al mewhere g
man ther
is e
the into
co
oing the of 1979).
in
minant seen that
g mpany.
k.
slee pa speec
mean a o
seated S (Gor
et nnot-
hold
dver-
in ne to
what c
e
he their This
with
ying shot The flag r like
that
col lose in
t
ing the the is
ves
o he an
be as in as n.
is h n - - a - a - . ,
8 Published byNewPrairiePress, 2017 Research sa lapse g hav tan, thr black-and-white f tape e pag image The ferring simple that and ticle. shoulders. sees ern dvertisement ors as as same the tor to r message denoting apolitic He with and w the le thefuture for cerned ofagriculture. The Deluxe Shade eatured a atthetopofpage featuring id ye entleman, earing vel ying,
w a add
n, ee-dimensional
of e e, in
Behind himisat midd In The Another The dir ”
demo
Horseman.
. The ducttapeagainconnotes thestrength ofthecompany andtheproduct beingpresented. do ell a c
the has
imag
is by the the bur
ampaign in
paper fr
br
this in the
ectly
minant co
to this as eedom “ featured lif
this
judgment
ief providing I
blue co sign been next n that nnotes
imag
le co
e nstrates the the am
appar e
a
f This
lines mpany.
descr ilth
that of ntrast pr in a to idea that
dvertisement,
co
tr what o you jeans. connotation Rhoades andIrani:"TheStuffYouNeedOutHere":ASemioticCaseStudyAnalysisof esumably
a
the
pla e
to the imag this
n dvertisement aditional
to
in
nnotation ently
of pla The
al in ar iption
the
o the is explor ced
imag
Mar and
lows al speech and farm life by life andfarm theassociational speech oftheproduct sale, for itisconnoting a y nto
the b ound
be a
signs with the The ys the our
the a appeal duct-taped dvertisement y e By
dvertisement
fr
fr
a al o ypical rural sceneofrolling fields, rural ypical trees, road. andadirt The background ofthe o
into
cut-out anal c dvertisement the ch if
eedom e.
ont
object n n foreground lowing politician of
lif using
lassical o
e
politic a
that
their a you
Its ne the the
politic ar natur
2005 e,
far what
yzed pr c the dr of co of
e
an y the to br
oduct,
mer lo ou imag dul
do
aws ntinuing (F support
patriotism an the the
and
shir ight
idea wer e himself
al be f
a
issue “
al to
is igure eel
need
farmer’s l, dvertisement not appears vie and
older
y
f bec is the o
lecter c sign,
e the r
t. eel
the
is openness ar ead
arried ver
half colors
of wer the
that the with
sa
This
want is of liv e
ause
v
the vie 2) ying
r in the the
ery
sel
gentleman, the a
ed,
to
pla the into e ar W n ser of vie
dvertisement
again
far
wer’s fr
a
the (Kellogg
tan
duct near
ling ticle
pla pr in g
est- and does idea
image
he ced to simple
om white the enity
simple wers ar et is patr mers
oduct. the the ”
ys -
be of “ a is
bur with
and manure” dvertisement
that
iotic
co
into
standing
Shading CanopyShading 2.Figure Tractor a Supply for Advertisement Tractor
the f in stor ,
sign of
eel ar nt. facing
and
ntrast
lif
co
the
Foundation, This the the e
a
the
politicians
scene e. e. By
mpared this that meaning
t bur
of ypically
blue
The The
co
title
advertisement same
and
imag loo
the a
the ntains nt
with
ideal in dvertisement b .
y ,
This king colors far
satir
fa
to “6-tine
a viewer
text buy also e pain
to
ce,
f
mer
out his is sol ield
(Kel as
are
e
the
2002). str the
ing co
natur
nec
pr of
ve w co
in
ag I in
in aight ntinually
full
with
logg ell.
esented at am,
manur the nnotes log pr y
e the the k,
the the our
eye-level. alistic symbolizes
and
evious
and By of o,
could
a you
imag what item,
F at
dvertisement f a
pr the ield
manure. oundation, dvertisement
sho
e
wisdo the
ar oblem
that
in
f should tr scene
ork.” e ms,
be a slogan
wing is f ansferred the
dvertisement. the vie or stand
co pla this m,
y and man wer,
his
W of nsidered
a sho
wil
ying the buy dvertisement. sho
of hile out bor co
age 2002).
a
y he l ws co
mpany wing patr exper is pale hours the
to this
edom o
mes and
appears
and this n shir the
the
iotic
a a
c
product.”
c By
ampaign, A ience
he “ co my into
hest tless
vie wisdom. imag and
farmer’s
pr and n is
ntinue
tr
oduct ha thical
wer
swag older to
co
ans-
The pla
and wil and
e the d g
be n-
et
is a y a
l ,
9 DOI: 10.4148/1051-0834.1212 https://newprairiepress.org/jac/vol92/iss3/4 Research who shoes. ring serve ba imag is swimming do manuallabortog dle-aged A tisers vie gins, tr that co appears the The Deluxe InsulatedCoverall this a strong (F the into thissceneofabr featuring the but vertisement of indic this magazine pag vertisement. the pain dvertisement,
ying merica.
stil mpany. ckground, igure wer the
es farmer’s The
There It This The The ideal text Mar
the
bottom of the page underneath a story bottom ofthe page a story underneath
shade
a
the this and e. par
ating 1991;
l dvertisement
the wil
is
behind
manl The to ba It flipping magazine
pr inter 3) to ticipate ch abo
viewer
“ pop-out
l f
ideal a
of
his ckground
c man is . imag This inal a
Resear
dvertisement oduct
pr
is apture
you
Just
undesir
hav is
and 2005 A man bla y, A
ob ve
esent was “
a esting indic
merican similar farmer’s
mericana, and This
vious
into sense the a e
ck-and-white
e it, sitting
will r
b like dvertisement
are
should through ed-and-white
been
of in a y ch
, is
also
issue it
the
dvertised
a ating as men ableness but tan
pla
pr
dvertisement
the str manual obviously was sitting not was to co
has
the
a that
of evious the
to et thejobdone right.
dvertisement
sno cing ” Journal ofAppliedCommunications,Vol.92,Iss.3[2008],Art.4 pla cr ong,
nnotes
in F tan note
of
due
ight green fieldblueskyinorder andbright toaccentuate hisredness. The
co
innocence also
want
arm look sho in eated do the able he TSC pr depicts
the
ced missio a it wflakes ” W mpany,
evious ludicr is minantly
him in lawn smar
possibl
wn
that
is b labor
to this estern tr
co
a Bur
this
publication. like to
y
to
near
dvertisement imag the sno a is actor wet.
electr being
nnotes toda perso
its
that
n stand lawn
against
visit. positio t out a eau,
ous time
c
.
pr
duct-taped the
wing
sho idea t men. of that
hair
larg By
y wo co about the e.
Horseman
oduct y’s
onically.
sha no
of could
TSC n was pla
or
ntrast anal 1998). This
wing
individual
c sho er,
out is
imag the that co n-farmers
ar societ midd hair, in
the
ning ar
de This
c ced a
a e
hildlike mid ntinues the
ound yzed
wing
the
sold br
to t
states: delux
fal a a hav
thr ideologic
that wo
this
es, d- d- to
whic in By
at ight
le
itself y. The
co a
ling - man, to sno ee
e
Thr b
this nnotes him,
sho TSC
is
e y Coveralls 3.Figure Tractor Insulated Supply for Advertisement just
the in a
h
blue “ to w. tr
poses TSC.
ds, ar man sha a
as work
ough as
wing ust sy this
ound
natur thr
pla He
al g
imag and a
this de mbolizes is he
otten
sky har far notio ough that in
y
The
also advertisement. to
har is
f
is juxtapositio
ster into
y or alistic is , mers him. the e d-working,
ou make w again
holding
d, the is out
while
the
a n earing man eotypical
the
c imag
the hav har exa
of an
Goffman
and
o the
of setting r
nly
them imag co
iding
d-working ctly
in e far see patr
this it.
e
nnoting fun, spur r a
a
the a omanticize mers
loo
n,
His
cup dvertisement hea a tr
like
iotic e,
far
man
appear lawnmo the
hot
and ustworthy,
ks
and imag the
of
d (1979) ming
shor
and
being the
as
theme band, vie
tub
the
appears could that
a make
business e if dvertisement
ts smiling wer
pr unr
is
scenes wer. he sitting
mo
their appear
evious descr
har also TSC hat,
eal,
be seen f A mo was
ment in eels
The d-working to merican
seen
not
pr
whic that ibed ney…” and shor
and at
in is
be
digital
in to that ofession a
it dvertisement, answ an r p
a
eality c the an
be in ts, t
hysically is
h as ho hildlike, bar is ying
A
b
the ywhere
wil
The tur co
ma and ly if w tr y pr er merican n
- ansfer
buy mpany he people
ling
pla a
evious n it of imag in de (Hig to dver-
pool man
pr into
was
ced the the ing
f his f
he or e- to in it, e -
10 Published byNewPrairiePress, 2017 Research is flakes co pr sho their r co the that a tr ments. ing, yourself facing. tinues toplay on theideathatthisisaproduct thatisstrong andreliable inany situation you find sno sho of the less-educ bar Conclusions dvertisement in themsel subor (Kel pla at in pr imag tory pla sages portray. thatthey style a anal olling dvertisement
ansferred intotheproduct. tendenc
evious oducts. al mpany TSC, the har the ce, yed e
ws, w. wing
Interestingly, As The Due Many The Based l a duct-taped
ysis
in logg
of was sto dvertisement es (Higgins, blue
dinate pr
d
y
a
By a
this
into It is in ou
hil what oduct pla
ds mach
ves
w
off
you duct nnote a simplistic lifestyle andasenseoffreedom. nnote asimplisticlifestyle man
t to a
ated
seen Foundation,
not is
as orking. wo
y sitting
the
ls and could, man o By ying
c anal
ers imag sho
to the
an lassical into n
an
as farm
can these
a
all
tape Rhoades andIrani:"TheStuffYouNeedOutHere":ASemioticCaseStudyAnalysisof
is
pr this that
utilizing the
dvertisements populatio
also in white
y
a A
yzed.
wn
the 1991; A
o impor note ou into
ob evious
e work.
unique merican
the n still in too
merican this the W
wife
the
co
used anal viously as a posted could
imag c
pla other the a
an
, hile
cold .
kno
nsumer
F
dvertising imag is
is being be while other y The Kel
a tance y
2002; or
dvertisement
ysis,
who co
ar TSC a smiling sno A
in into es
ns oppor successful ds,
wn
in
logg be e the da merican mbat t
need
es organiz
and
wo a this cold, ar
sho
w
in
dvertisement
the mor he
t y TSC it is of
fr
ster ’s wo
e
American
the
and hav is most
with sitting
om
F
is A there a
por tunity wing delux
visual
is in
a ,
to dvertisements,
this oundation,
other also
e dvertisement indic tec merica eotypes,
sho a
appar e.
do
holding
w dvertisements. tur make
tr traying fr ation be
ideals so The and hniques par
rinkled ies minant
ost
wing ster
e
to a
buy outside
n pla
patr
ated imag f
little t insulated
fun or
ent t, wo is
support to
bite eotype have Farm lawn ys
that (S specif ing
the
r
the and w iotic. that seems
and a
esearchers tel
scene trover, b es into a that
c
orking
2002) than
. dvertisements, r
y ideolog
lothing,
ar
ed
F into l half-dr
far is
fun,
in
do c
the
colors Bureau, armers the is ic
e sa he
hair
The
the and f the
these mers her cup
minant . ounded toda
co ying diff
utiliz to that
meanings
This
W
is this pale while 2001).
in vie
har
verall.
he idea white
. sa y sol having husband.
r essed
hile
erent These
y’s this pictur
(Kel omanticized
wer to y, of of ar about
and a ed
d
is far 1998). w ve color
dvertisements
e
b
mediated
f anal maintaining that the ideal what
rinkled sitting
o
this y
or
a This
ming logg seen to
y
By
that n
pur and fr dvertisement people our
buy
e
the a
colors, om out the r
other r
yze
per dr
of TSC ural, ural g
c
a ity These
is
r alling ood ing w dvertisement F to y pr b
aw
a ural
his
lif o that
fect a dvertisement y oundation, of et
enf tape suc sho
oblem. dvertisement.
n of
be
cultur
estyle, buy
living har
t
societ
ideal
the is
in who while time is wo.
those
skin orced
lif h
the
w settings used
an ads midd
this
r
d-working
your appears ing vie
imag e ed, sho pr
ho This
, e
A is
loo
of
sno y, and is The
r oduct
and wers
also
whic
subtle
w
ural and a imag
white merican the wn in
simplistic
thr le-aged, it also
far manly ks es
delux
w
the
2002),
helps is
the
is the does
ough
b
pr
play
mers
and in ideologies. h pr like to ar
pla and and y
es essential
co co a
,
, oduct This
pr eas oduct putting
b dvertised
co and other
r be f e tr
ntinuously nnoting ys y
(
ural
ew image. .
oduct
into to not deter
co Williamson, aditions. ntinue Thr pr the the living har
al the
this
ally ar str
into
blue; mpany low co oduct, meaning r
e
being
ed
magazines
d-working
uggling thr sho o ough
the sel r
a nnote
mine usual
n am andom a to y
dvertisements
is
dvertisement mar S
that ourself a
ee them
ling to the the w
or
his
emiological har take ideal used ser
T
By
off
just a the por simplistic
pla ly shopping
ks
the
dvertise- CS
the c
fr ene pop-out d
ideal of
is
to
lothing ered
seen buy
eedom
ce
in fal to
1978). o trayed b
w of
as
gr in
again
these
mes n y
ideal keep co hav ven- men ork-
lif ling
this
een
put the ing the the
his his
n- b b e- as y y e -
11 DOI: 10.4148/1051-0834.1212 https://newprairiepress.org/jac/vol92/iss3/4 Research 58). (pp. r mmm.com/mws/mediawebserver.dyn?6666660Zjcf6lVs6EVs666CX2COrrrrQ- D pr wood nicators fr gap plore References Keywords The the Authors About While mor paper pr pr The A diences of r the denotations oftheimages. the in is sion (McKeo ead esearchers
om mericans
C esenting information topublics.esenting information ifcommu Researchers must thesestereotypes - continue totrack esented. sa their F
. Bloom, Barthes, American Barthes, AgriMarketing Bandura, 3M. Rural Assistant professor andACE communication Rhoadesat teachesagricultural memberEmily
Further It media. target audience of TSC. Thus, other researchers should look at these images and consider other
e ying
lorida’s Sage, 33-40). 20024) (A spots
O b imag
http://www.agrimarketing.com/show_story.php?id=24998
these co y Cliffs, is
hio
these vailable
no could
natur mprehensive esented at the 2005 Southern Association of Agricultural Scientists Conference. Scientists Association ofAgricultural esented atthe2005Southern wn, imper
want (2005). about
es Images,
London. as n-farming
Ther
S
It ideologies,
J have and
anal Depar
tate .
Sage,
R R 2005), por
w NJ: tec e (2004).
is
A.
shed to F . ative .
ell
and
r (2002a).
fr (2002b). arm appar e
trayed ural
hniques
ysis r
P (1986). Univ
be warned Prentice-Hall.
om ural is as
erformance London. Advertising, tment
mor
ar
hope as able it
(2004,
the Bur
of lif
Bet
the ent e
anal audiences. Journal ofAppliedCommunications,Vol.92,Iss.3[2008],Art.4 ersity.
lif is
it
co
e. open other thr e
pr
eau. e
Rhetor
is impor
to
My So mmunicators
light
about hav A
the thr of in S ysis o
int ough
impor
merican ince cial Foundations of Thought andAction: ASocial Cognitive Theory. Engle- Ma nto effectively
Agr A that ough th
(1998). e
to
far
a a
of CE o P dvertisements
al dvertisements,
tant y).
toda
(Walter diff Semiology, ic
n their signs m
lus icultural lowed these
al F tant
man
the
of
V armers this l o member
erent
a to D n y.
iew F The the
dvertisements
co pr arm to and y these
In uct
portray
imag note anal
that the positiv
oducts,
ntexts
& r fr imag
J
inter
ealize
public
Educ . ar T om signif
Bur
Evans, W ysis
ape. Qualitative a guy T es e w that dvertiser
racy
used seen e.
ilson,
e
pretations o the eau, e and co farming
ation that s: ne
ho co
In the iers imag
ideals Retr
ntinue these Integr
ntinue
w
T
I &
could J as messag in 600 y
rani,
.
in op. 1996).
ar negativ
Evans,
inf
ieved
hav S and e ste
the
e
the to . ar
of
f
ormation Mar in Hal A
pol
Case ation, indings
wards
associate to
e gain e
depending
griMarketing. to juxtapositio “the A
Co es the
c also
also ysemic, Mar
ampaign, emp
merica’s l e & yland study
being
(Eds.), mmunication.
ster Study,
a
N media.
stuff
S
of being br pla
ch . hasize ashville
ar Hal
eotypes
pr oader
the
pr e ho A
yed 20, pr or
esented y
the F ve. ofessor, T V o l
ou
w esented. n as
pr armers-Bridging land, n
able ractor (Eds.), isual culture: (pp.The reader
2007,
into
the
r the S esented. pictur
the Retrieved w need r st ural
.W., eadings about ell
yle,
to
same and
individual qualities
b
the This
tea Supply
as
fr cultur y
hav
V out e S By Adv
om these
isual culture: The reader
uite tr of ches m far
my
As
e
iangulation ster anal
ar of her
ust
what ertising Age, ertising m F mers htt es
th
ticle
800,
ebruary
futur
Company o ultiple cultur in
eotypes
e” of be
yzing ne ar p://multimedia.
of and
the the c
e this
har
ar
tr ampaign is
W individual e far por e
usted
al
studies based the
per
d ashington, Univ
the meanings,
stil c ming
23,
gr trayed ampaign with pr w
ception 75(21). cultur
l oups orking tele
evious
being 2007, when ersity
o
or lif 51- au ex n vi-
in in
is e. a a e - -
12 Published byNewPrairiePress, 2017 Research pdf tion, 16(11), trieved (Third (Eds.), tions, 12, Er tions 1991. Retr discourses and Media(pp.243-256). typing Rose, meeting oftheAssociatio S tury. Strover, 1991. www.mytscstore.com/about_TSC.asp?pageID=company ers. Research, Communication Applied of Journal A and MassCo lenges po . sian Journal of Communication, of sian Journal 13(1),
Mor werless lbaum. Moriarty, Maddox, Page, Messaris, Moriarty, Merskin, Kellogg
McKeown, Walter, Kates, Walter, Gorman, Goffman, Fuery, Higgins, Boone, Firth, T
ieved O’G
Doctoral
to ractor Rural Sociology, 61(2), Agriculture andHuman Values,Agriculture 12(3), (First
iarty, of F Edition), Handbook Communication of Visual Theory, Methods, andMedia
pr
ebruary
uinn,
159-169.
J
K.T A .T. April positio ovide K., S in
G. K.,
G., G.
.M., S. S merican
Edition), F
181-203. G.
M.A.
S advertising (2004, D mmunications, Toronto, Canada. F upply
Rhoades andIrani:"TheStuffYouNeedOutHere":ASemioticCaseStudyAnalysisof S S
P oundation
Fuery, .
E.
(2001).
Dissertation,
.J. (1995). .E. T Meisenba
. . . (2003). &
.
(2001). R
Bar & (2005).
(1994). .C, 7,
agr
(2001).
2, & Tho (1979). ns?
(2001). .
W
(2004,
(2005).
2005, S (1991,
2007,
Co icultural batsis,
S Al
ayre,
A
ilson, P., P Indians haw-Garlock, mson
Iowa ugust). Rural
aper A len,
mpany A
&
V V
Winnebagos,
V
ch,
dvertising Gender from “
fr n for Education in Journalism andMassCommunications, inJournalism Education n for Toronto, Canada. to A (2002, Deter S
Mahwah, curious
isual
A isual
isual Methodologies, Sage L S W & . om
C.T
ugust)
pr
South-Western:
. (2005). ugust). State women. e
T
NC 227-248. Internet pr
(1996). agner,
K.Kenne A ., in esented P
(2005,
http://www.aber.ac.uk/media/Students/rum9501.html htt
oducers , semiotics arfum mining &
liter
semiotic &
A N
State
Advertisements,
p://www.wkkf.org/pubs/FoodRur/MediaCoverage_00253_03795. University blend T A
merican ovember
S
Br
ucker, K. acy A and
dvertising NJ:
G. emenik, Journal of Advertising, of Journal 28(2), S
A
n connectivity.
idging de
at ilent
(2003).
Cher
University, y
pril eff the 37-54.
intended-per (1999). v ”:
Erlbaum. the
the
(Eds.), s. washing
anal theor
The ective M.
visual
9). par kno
a 55-68.
okees,
ho 1).
meeting Mason, dvertising Press.
the R ysis (2000).
Co Visual Cultures and Critical andCritical Cultures Visual Theory, Arnold: London. tners: successful mogenization imag y.
.J. wledge The
217-222. P
H
co
In co
erceptions manipulatio mpany
of (2003).
up: Raleigh, andbook Communication of Visual Theory, Methods,
Harvard A mmunication
Telecommunications Policy, 25. mmunication K.
es
magazine paches, e W ceived
Ohio.
A of ver
A
of S
necessar gricultural Communications Changes Communications andChal- gricultural omen P
br
mith, the
semiotic
ublications: pr f far Advertising andIntegratedAdvertising Brand Promotion entangling ands, emales
ofile.
NC.
study University
mer Associatio and of
of
in n,
S a
.
y
r dvertisements.
The H
cultur far Cr
Retr Mor ural in
Dakotas:
to str in anal gap using 33-49.
m - inMassCommunica Studies itical A
ategies pr S
ieved iarty, merican
w A eventeen: magazine ysis bet es: omote Thousand
- Communica of Journal arvard n eb: Press: merica:
visual
(pp
f ween P
or
of
G. The erspectives A A
f
.227-242).
Educ or
t pril
c
study wo Cambridge,
Bar far semiotics.
hange
P far
agr
Media persistence P success
aper
9, m
ositions a 331-347. batsis, mers ation ds icultural
Oaks,
2005, magazines, of
f pr in
or fr
ideologies
and co
esented Mahwah, stor in
om the
&
P In
fr
verage. of
ersil Mass. Jour
Calif om
K.Kenne
ies, no of organiz K.
21st ASEAN. po
nfarm- ster
S htt nalism
wer liquid.
1934- 1984- ornia. at mith,
cen
Re
and p:// NJ: eo- the
a- or y - -
13 DOI: 10.4148/1051-0834.1212 https://newprairiepress.org/jac/vol92/iss3/4 Research Mar wesertnhorseman.com/ad-rates/pdfs/whoweare.pdf Williamson, Western ion Boyars.
Horseman.
J .
(1978). Journal ofAppliedCommunications,Vol.92,Iss.3[2008],Art.4
(
n.d.)
Deco
W ding advertisements: andmeaninginadvertising. Ideology ho
w e
ar e/
r eader
pr ofile.
Retr ieved
F ebruary
10,
2007,
fr
N om ew
htt
Y ork: p://
14