Just Looking ...

Okay, so I was thinking about double articulation after our tutorial today. And, I wondered if 'sound bites' or slogans could also serve as double articulation. In tutorial, we deconstructed TD Bank's green armchair. This had me thinking about Scotia Bank's new slogan "You're richer than you think." I find the slogan suggests that ones ability to save or have 'more' money is a matter of perception and that saving money is simply a matter of agency and creative or strategic money managment. In applying Barthes double articulation, the words "richer" and "think" is the signify 'the possiblity of more' and 'able to rethink' or 'view circumstance differently.' Together they signify the myth of financial success through personal agency and ingenuity. The slogan obfuscates or exnominates the economic variables and principles that impact ones life such as competition, free and global markets, wages, and cost of living.



Ty