the producer is not present. communication rests on the competencies shared by the designer and viewer.
the image of a viewer that the producer has is only an image - itself a construction.
social relations between producers and viewers are represented - not enacted. This means we can get away with not fulfilling demands when confronted by an image of a demand. "In face to face communication, we must respond to a friendly smile with a friendly smile ..." 121.
But whether we respond or not, we do understand we'er being addressed. 121. This is one of the shared competencies.
<b>demand</b> direct address. image looks at viewer. Viewer is object of the gaze. This 1. acknowledges viewers explicitly, addressing a visual 'you', second person. 2 creates an image act: used to do something to the viewer. what kind of relation and doing is signified by means other than the image act. 122
<b>offer</b>. indirect address. viewer is the subject of the look. no contact is made. viewer is invisible onlooker 123. what's on offer: the representation itself as information, object of contemplation ... impersonally. 123
Offers and demands are part of larger genres. Interviews: the participants aren't to look at the viewer but maintain an offer position. But a news anchor can shift between demand and offer.
Offers and demands related to grammatical person.
Demands realize a visual you but it is not matched by a visual I. the I is the image itself 127, as a he, she, they. I's are repressed in this language of advertising, bureaucracy.
Offers 127-8
## Speech acts Core types - Offer information - form a statement. Indicative mood. - Offer goods and services - would you love me? Interrogative mood. Or by idiom. - Demand information. By forming a question. Or by Command - imperative. - Demand goods and services - a command. Imperative mood.
Review p 129 Categorize Try to discern types We can construct types.
Further types from core can be Constructed as subtypes - Prediction: offer of info, e future tense, etc. - Promise - Invitation - Summons - Warning
There is no image act for every linguistic act but that is an artificial limit. Not a limit of the nature of the image.
## Demands - Q in interrogative mood - Imperative mood - a command ## Offer - Indicative mood
## Exercise: how to proceed