adverting comp 1 section B revision Q

How do adverts you have studied appeal to a range of specialised and generalised audiences? (12 marker)

Water Aid

Tide soap

(kiss of the Vampire will not come up in Comp 2 section B)

1. knee jerk reaction 
2. Plan
3. DAC (definition, argument, context)
4. paragraphs 

Primarily the advert I have studied target a generalised audiences, through there are some concessions to more niche audiences 

Sociaohpistorical context

representation of women

mise-en-scene

Ideology

Binary opposition

reception theory (readings, Stuart Hall)

cultivation theory (George Gerbner) 

stereotypes 1950s

Fem theories 

Narrative

Pick and mix (Gauntlet)

Demographics 

Tide Soap

First impressions:

-Bright colourful and eye-catching

-old fashioned maybe 50s

-cartoon imagery and text

-feminine: curvy title, little hearts

-very wordy maybe in a magazine 

- too happy; ubiquitous (all the time) smile

-body language hugging the box 

-ad within an ad?

-not a single man in sight

-specific address with “you women”

Context:

-launched in 1946 in America, still a product today

-used print and radio adverts to build up familiarity with brand

-the main character is the housewife and became a popular icon

-the word ‘White’ is used almost in a racial way, all characters are white

-the words ‘you women’ creates community for women and gives them a sense of comradeship

-the use of superlatives ‘cleanest, whitest, brightest’ \hyperbole (very over the top language) ‘miracle’ 

-the lexis creates the ‘best product’ vibe

-the ‘sudsing whizz’ gives informality and women to women friendliness

Water Aid

Context- The charity water aid was established in 2008 asa response to a UN compassion for clean water, sanitation and water hygiene education.

dominate ideology/ preferred response: audience feels sympathy and believe that all kids in Africa need water (audience is British) give money and donate  

oppositional response: reading through that ad and not believing in the stereo type presented (entire country shown as poor)) romanticised poverty. presented Africa as a single country when its contains lots of country's, songs in English not in home language  

TIDE SOAP

• Close up of women hugging soap packet is connative of love and romance which indicates and reinforces the ideological persecutive that women should be housewives. 
• Reinforces hegemonic beliefs and ideologies, allowing it to appeal to target mainstream audiences. The mise-en-scene of the makeup further enforces this view as it connotes a stereotypical representation of women
• Audience are positioned in a friendly and relatable manner through the costume of the housewife. The symbolic connotations of the colour red appeals to audience through reference to the romance genre, specifically targeting middle aged, female house wifes most likely working class.
• Direct mode of address directly involves the audience alongside the comic book panel reinforces the adverts mainstream market potential 
• 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'. This additionally entirely admits men which is appropriate for the 1950s sociohistorical context of the advert.

WATERAID

• Appeals to a mainstream audience through the mise-en-scene of the establishing shot, an instantly relatable image of a drab rainy, British day from the interoir of a middle class house. Immediately afterwards a hard cut establishes the central Africa setting, positioning audiences in an escapist fantasy equaling a binary opposition between wet England and dry Africa.
• The diegetic sound of the radio is an intertextual reference further anchoring the white audience in their role. 
• The third shot, a low angled tracking shot of a young black woman positioned us with Claudia which is further anchorged by the sow and gental paced editing to sympathise with her. By following her journey to the water the audince feels the need to accompany/help her in her need. 
• Post colonial theory: Paul Gilroy, the choice is made to represent a small and rural representation of African community, tapping into the idea of the white audience being the 'saviour' and hero in the narrative.