Ideology

Thursday 21st September 2017

Ideology

What is the function of an advert?

Adverts operate under the function that our lives are imperfect, that they are able to sell more then a product, they are able to sell the solution to the problems we didn't even know we had. They are showing us a way of perfection through idealisation of the people within advertisements.

Ideology - The beliefs and values of a media text

The producer is the individual who creates the media product. 

Dominant Ideologys 

• The set of ideas or culture that is most common or widely accepted in a society
• The dominant ideology can change over time 

Torches Of Freedom:

Was a phrase used to encourage women's smoking by exploiting women's aspirations for a better life during the women's liberation movement. But because he wanted a new demographic to sell cigarettes too, 

Ideology of the Tide advert:

The woman should want to love cleaning, the focal point of the image is how much she loves the product and how much she enjoys washing. The ideology is that woman need to have this brand of cleaning because they are meant to do the washing and should do the best possible job. The advert also presents them only as housewives and nothing else, the producer wants to show women as housewives and nothing more, no depth, personality or life other then solely speaking about cleaning and have little capacity to do. Their purpose is to clean and do housework, they have no brain, they're only programmed to work. 

A producer will put his ideologies in an advert so that they have a focal point for their particular demographic and that they can use propaganda to present their ideas to further his message across.

Ideology Of A Make Up Advert:

• That this eyeliner is the key to beauty
• That it will increase your attractiveness substantially 
• That they can become an expert through the use of the product
• This advert reinforces the ideology that women should wear make up
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