1950's America

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Postcolonial Theory-Paul Gilroy

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What is a colony? a country or area under the full or partial political control of another country and occupied by settlers from that country. Gilroy believes that colonial discourses continue inform contemporary attitudes to race and ethnicity in  the post colonial era. Civilization-ism  constructs racial hierarchies and sets up binary oppositions based on notions of otherness. An example is the British empire, in 1913 the British empire held way over 412 million people,23% of the worlds population. Britain post-imperial postcolonial melancholia demonstrates its failure to let go of a long gone imperial past reproduces in the present imperial impulse. A target of impulse may be an immigrant.
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LouBoutin advert- ADBUSTERS

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this advert suggests: Black person, suggests that the person could be from Africa as the background is Barron, also an image of a Black African has the connotation of a poor and unfortunate, this is the opposite to the normal LouBoutin customers.      The Anti-capitalist view is shown through the inequality between the rich white shoes that LouBoutin normally sells shoes to, and the poor African who is wearing plastic bottles on their feet for protection. "Red soles are always in season" suggests that a persons feet in a poorer nation are always bleeding or blistered due to the lack of footwear, the red soles are associated with the LouBoutin range, it is almost a trade mark.  The use of the actual name of the product gives the advert a realistic and well known feel. Normal LouBoutin shoes cost around £400, the contrast is shown with the worthless plastic shoes. The audience is made to feel guilt and embarrassed. 
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Barthes 5 code theory

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code 1:- Hermetic code, this is the way a story avoids telling the truth or revealing all the facts, in order to drop clues through out that will add to the mystery. code 2:-The enigma code, The way tension is built up and the audience is left guessing what will happen next. code 3:-The semantic code, the code points to any element in the text that suggests a particular, often additional, meaning by way of connotation which the story suggests. code 4:-The symbolic code, similar to the semantic code, however it acts on a wider level- organizing semantic meanings into broader and deeper sets of meaning. code 5:-the cultural code, this looks at the audiences wider cultural knowledge, morality and ideology. This gives more context and meaning to a text, it references how we think. 
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