Underline
Explore how audiences can use or interact with the advertisements you have studied
Knee-Jerk
The adverts I have studied offer their target audiences several uses and interactions, though primarily this is motivated by power and profit, and by selling a lifestyle to the audience
Plan
Selling lifestyle!
Anchorage
Cultivation (Gerbner)
Reception (Hall)
Soundtrack
Stereotypes
Binary opposition
Positioning
Lexis
CUs
MES
Setting
Guilt tripping
Identity, Gauntlet Pick & Mix
Positivity!
Intertextuality
Content
Wateraid
- On screen graphic at end of advert states :"text SUNNY to XXXX to give £3". SUNNY has positive and utopian connotation, providing the audience a definitive way to interact in a positive manner
- Representation of Zambian woman: audience (target working class and white) from a binary opposition between themselves and Claudia. Emphasises he preferred reading to be sympathetic, and once more encourages donation
- Audience is positioned with Claudia with a low angled tracking shot following her feet as she walks, forcing the audience to empathise to Claudia's situation,
- Convention of charity advert: close up of black person' feet, wearing flimsy shoes.
- Symbolic code of bucket, symbolises poverty, and is connotative of central african identity
- Setting: quintessentially 'African', MES of girls with buckets on heads, the hazy sunlight drifting through scrubby trees and the laughing children playing ext to a water fountain provides th audience with the pleasure of escapism
- Diegetic singing, togetherness, and borderline worship of water presents a positive stereotype of black people, yet also reinforces the ideological perspective that poor, black African people should be thankful for the intervention and charity of white people, or at the very least, British people
- Representation of Zambia is misleading, focusing on a small, rural village rather than the semi-affluent city of Lusaka
Tide
- "you women" direct mode of address, positioning target white working class audience in a community, which can be achieved through purchasing Tide
- The Housewife, repeated across many tide adverts, is an aspirational figure. Slim, attractive, and amorous, she provides the audience with the use and potential interaction of living an ideal lifestyle
- Promotes cleaning and washing clothes as a positive and optimistic lifestyle. Reinforces the stereotype that women ply a limited role in society. Reinforces patriarchal hegemony
- Socio Historical context of the 1950s: limited roles and opportunities for women
- Z line rule provides the audience with a simple and easily followed set of instructions, allowing them to feel confident to use the product
- Cultivates the ideology that women are housewives and live in a patriarchal society.
- Colour red is highly connotative of love and passions, a paradigmatic of the romance genre (intertextuality) allowing women to identify themselves as the hero of the story
- Red signifies and emphasises the quality of the product, and the royal significant of the brand
- Provides audience with the ability to construct their identity through the modelling of a stylish costume. Audiences may choose to emulate the housewife's glamorous yet easily copied look