In what ways does this advert target it’s audience through content and appeal? Make reference to hegemony and cultivation

Setting - binary opposition between the natural beach and the urban city. Connotations of wealth and status.This reinforces the hegemonic norm of wealth and status, and suggests to the audience that wealth is necessary to be happy.

Target audience of young women, 16 - 30. Models are stereotypically attractive. Lack of clothing emphasises the fact that they are slender. This reinforces the hegemonic norm that skinny women are stereotypically attractive.

Aspirational image, using a stereotypical, hegemonically constructed image of female beauty to present an aspirational lifestyle. The product (the cola) is almost beside the point.