Advert Analysis: 3 Ideology

Ideology
John Berger - media theorist

Adverts operate under the impression we are living an imperfect life with flaws - adverts suggest we can solve these flaws with their solution.

Ideology - The beliefs and values of a media text. The message/moral.
Producer - Individual who creates a media product
Dominant Ideology - the set of ideas or culture that is most common or widely accepted in society. This can change over time.

Advert Analysis
Implies the eyeliner is easy to use and the resolution to a problem this is shown in the use of the word "now" when describing the product. Reinforces dominant ideology that women have to "keep your eyes in line" and wear makeup. Direct address to the audience through use of "you". Advert has a friendly tone in the writing to imply it's on your side. "No caking. No flaking. No running away." - the product won't let you down it will work and you don't have to run from using it.

Advert Creation Task
Female aged 9-13, pencil case

Comments

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