SUBTEXT

1
SUBTEXT

• Process

2
Subtext How To

• Give examples of the following that you find
  hidden in or suggested by the piece
• Values
• Beliefs
• Attitudes
• In essence, read between the lines. 
• What is it saying without saying it?
• Do not be afraid to go too far.

3
Subtext How To

• QUESTION EVERYTHING WHY, WHY, WHY?
• Why that person?
• Why that gender, race, age, or class?
• Why that pose, in those clothes?
• Why that magazine or that show?
• Why that music?
• Why that setting?

4
Subtext How To

• AUDIENCE
• To whom is it targeted?
• What is the audiences
• age
• ethnicity
• race
• gender
• religion
• socio-economic class?

5
Subtext How To

• AUDIENCE
• In what magazine did it appear
• (or on what television station, at what time,
  during what show)?
• What is its readership?
• (who buys, read it)
• What kind of office would it be found in?
• How would the advertisement be different if it
  were in a different magazine?

6
Subtext How To

• TOULMIN METHOD
• What is its apparent thesis?
• What are its claims?
• What is its main argument?
• How does it support that thesis?
• What are its grounds?
• What is its proof, evidence?
• Refer to rhetorical strategies.
• Are these claims warranted by the evidence?
• Supported, justified, relevant, timely
• Does any part of it contradict its claims?

7
Subtext How To

• SUBTEXT
• Who is pictured in the advertisement?
• What is their background?
• gender, religion, race, class
• educational history, ethnicity,
• socio-economic status?
• Why are the subjects women?
• or men, gay or straight people
• Latinos, Asians, Hawaiians
• Jews, Arabs, Russians,

8
Subtext How To

• SUBTEXT
• What type of lifestyle is it demonstrating,
  condoning, and/or exploiting?
• What isms does it foster or rely on?
• age-ism, sexism
• racism, feminism
• multiculturalism

9
Subtext How To

• SUBTEXT
• What types of values, beliefs, morals, and/or
  attitudes does it suggest or imply?
• not necessarily in an overt way
• perhaps hidden (between the lines)

10
Subtext How To

• In essence, read between the lines. 
• What is it saying without saying it?
• Do not be afraid to go too far.