Jacques Derrida was an Algerian-born French philosopher best known for developing a form of semiotic analysis known as deconstruction, which he analyzed in numerous texts, and developed in the context of phenomenology. He is one of the major figures associated with post-structuralism and postmodern philosophy.
Deconstruction is a way of understanding how something was created, usually things like art, books, poems and other writing. Deconstruction is breaking something down into smaller parts. Deconstruction looks at the smaller parts that were used to create an object. (For example Book when we are reading a book at younger age at that time our understanding of meanings is less an same book we read after five years our knowledge increased and we can understand something more because thinking process has been increased so it gets changed. )
So in short their is no fixed meaning it changes as per time is called deconstruction.
Deconstruction of advertisement.
As we can see in India we have patriarchal society. In which everything is controlled under men and women has to do household chore. In this ad we can deconstruct that male and female both are working and sharing their work equally their is no gender bias and even their is a stereotype that only women washes the clothes and even has to do household chores but in this ad even her husband is washing clothes because after whole day of office work and household chores she tired so her husband helped her in washing the clothes . So in this ad they are trying to break stereotype that each and every household chores are equally important for both male and female.
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