Adverts and Hegemony

Exam structure:
  1. Underline key terms
  2. plan
  3. Introduction - Definitions (key terms), Context (background of adverts), Argument (point of view) - (DCA)
  4. paragraphs - Use structure (PEE), use media language
  5. conclusion - sums up points, couple of sentences





Money supermarket advert
  • Man in high heels and tight shorts
  • gender Hegemony - Sexuality
  • Binary opposition - His top half of clothes compared to bottom, Suit on top which is manly and feminine bottom half

Adidas advert

  • Gender Hegemony - females shouldn't have hairy legs
  • She got rape threats - the issue was the response 
  • May challenge Patriarchal Hegemony 



Key Theory 17 - Stuart Hall - Reception Theory 

Reactions to Water Aid advert:
  • Uplifted - Use of the girl singing -may come across as cute and uplifting or creepy so conflicting opinion 
  • Don't really care
  • Positive - Feeling happy for the children, Use of the long shot showing all the coloured buckets
  • Annoyed - only shows one place 
  • Cynical - Judgemental
  • More positive than the average charity advert 
  • Cute - the girl singing
  • Rewarding - The happy children at the end
  • Frustration - she wouldn't be singing in English
  • Expectations challenged - The advert has an overall positive impression compared to charity adverts
  • Mise-en-scene - the empty shot of the field - too chilled out so the message may not come across 









Preferred reading:
  • The 'Right' reading of a text, which can be forced by positioning
  • The concept has to be approached carefully, texts may have multiple meanings



He separated audience reading into 3 groups:
  1. Dominant reading - Audience agrees with the ideology shown and dominant values in the text.
  2. Negotiated Reading - The audience generally agrees with what they see, but they may disagree with certain aspects
  3. Oppositional Reading - The audience completely disagrees with what they see, and rejects the dominant reading 
Factors that affect an audiences response:

  • Upbringing
  • Moral beliefs 
  • Financial situation 
  • Religion
  • Ethnicity
  • Age
  • Location
  • Gender
  • Sexuality
  • Choice of tv programme 































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