Note: Kiss Of The Vampire will not come up in Component two section B. Additionally, only AUDIENCE style questions, not INDUSTRY questions will come up if advertising appears in component two section b.
Underline
How do the adverts you have studied appeal to a range of specialised and generalised audiences?
Knee-Jerk
Primarily the adverts I have studied target generalised audiences, though there are some concessions to more niche audiences.
Plan
Sociohistorical context
Representation of women
MES
Ideology
Z line
Binary opposition
Hall: reception (PNO)
Cultivation theory
Lighting
Stereotypes
1950's
Narrative
Feminism as selling point
Gauntlet - pick and mix
Positioning
Uses and gratifications
Demographics
Content
Tide
- CU of woman hugging soap packet is connotative love and romance, which indicates and reinforces the ideological perspective that women should be housewives. Reinforces hegemonic beliefs and ideologies, allowing it to appeal and to target a mainstream audience
- Use of lexis: whitest and brightest", exaggerated and hyperbolic language allows the product to appeal to a generalised audience
- MES of makeup infers a stereotypical representation of women, effectively appealing to a target, mainstream female audience
- Audience are positioned in a way which allows them voyeuristic pleasure, seeing in to the life of a woman with a similar lifestyle
- However, audience are also positioned in a friendly and relatable manner through the costume of the housewife, how audiences would be able to relate to and identify with
- Symbolic connotations of red appeals to audience through reference to the romance genre
- Specifically targeting middle aged, female, housewives, working class.
- A general, mass market working class audience specifically targeted through the use of unthreatening sans-serif font
- Follows the strict conventions of the z line rule: a conventional and mainstream advert for a conventional and mainstream audience
- Comic book panel reinforces the adverts mainstream and mass market potential
- LS bottom left: remember! direct mode of address directly involves the audience and allows them the appear of identifying with the housewife
however!!!
- By appealing exclusively to a working class audience, especially with the exclusive lexis "no wonder you women buy tide more than any other washday product".
- Additionally, entirely omits men as a target audience, which is entirely appropriate for the 1950's socio-historical context of the advert
WaterAid
- Appeals to a mainstream audience through the MES of the establishing shot. An instantly relatable image of a drab rainy afternoon in England allows audiences the pleasure of identifying with this advert
- Immediately afterwards, a hard cut establishes the central African setting, positioning audiences in an escapist fantasy.
- A third shot, this time a CU LA tracking of a young black woman positions us with Claudia
- Audiences are anchored through the MES and gentle slow paced editing to sympathise with gentle Claudia, reinforcing the preferred ideological ideological perspective that the audience should help her
- Targeting a white middle class British audience. Diegetic radio sound "radio today" is an intertextual reference further anchoring the white audience in their role.
- Positive imagery, for example MES of colourful buckets and laughing children emphasise a pleasurable and positive atmosphere
- Allows audience the pleasure of 'saving' the poor, fragile and vulnerable Claudia. Audience are positioned as the hero of the story, a 'white saviour'
- This is reinforced through a clear binary opposition between rainy middle class England and and dry, poor Africa
- Postcolonial theory : Paul Gilroy. Choice is made to represent a small and impoverished rural community rather than a more wealthy urban community like in Lusaka, the capital of Zambia.
- Advert is distributed through digital online technology, allowing it to reach a vast and generalised audience
- Claudia sings an easily identifiable pop song that the audience will be able to take pleasure from
- British audience: Claudia sings in English, official language of Zambia. Text at end of advert also in English.