Context

Context: Respond

Work through the following questions to think about how context informs how you read a text. Then “submit” your responses.

Here is a parody of the Absolut ad campaign put together by Adbusters. To read it critically, you have to recognize layers of context: for Absolut, for A.A., and for Adbusters. Essentially the same question follows four times, each time with another layer of context that adds to your reading of the ad.

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Courtesy of www.adbusters.org

  1. Question 1

    Without looking at any additional context, what can you say about this parody? What is being "sold"? Who is the intended audience? Is this an effective ad?

  1. Question 2

    Here is some context for the ad:



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    Does knowing more context about the Absolut campaign change how you read this parody? What is being "sold"? Who is the intended audience? Is this an effective ad?

  1. Question 3

    Here is some context for Alcoholics Anonymous (A.A.):



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    Does knowing more context about A.A. change how you read this parody? What is being "sold"? Who is the intended audience? Is this an effective ad?

  1. Question 4

    Here is some context for Adbusters:



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    Does knowing more context about Adbusters change how you read this parody? What is being "sold"? Who is the intended audience? Is this an effective ad?

  1. Question 5

    How important do you think context is to your reading of this visual text? How much did your answers to the same questions change as you received more context?