According to Christian Metz, the interpellation is when a viewer emphasizes more on the ideology and the character than the fiction side of the picture. For this case, there is the passive and immobile viewer that are qualified as being viewers that has nothing to do with the deep and the artistic meaning of a picture, and who are identifying themselves with ideal subject. We can also include the semiotic in the interpellation part to talk about the fact that image can be understood as words and text with codes and deep meanings. However, interpellation comes from, in other words, the viewers’ unconscious which is inaccessible by our logical selves. The unconscious is controlling our way of thinking and viewing thinks and especially with spectatorship view; however, this unconscious gives always us a certain motivation and inspiration.
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interpellation is a term coined by Althusser as we studied in chapter 2. Interpellation is related to advertising images since these images have the power to recruit the consumers into a particular ideological position that speak to us through language and image. the british critic Judith Williamson calls this concept "appellation”, which makes the viewers see themselves within the environment and fantasy of the ads that speak to them.
salma
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