Revision session 2 - Tide and Water aid

Advertising - Component 1 section B
Explore how audiences can use or interact with the advertisements you have studied 
(8 or 12 marks) 
- Water aid
- Tide 

Knee Jerk reaction 
The adverts i have studied offer there target audiences several uses and interactions, though primarily this is motivated by power and profit by selling a lifestyle to the audience.

Plan

• selling lifestyle
• mise en scene
• setting
• codes and conventions
• Anchorage or positioning
• Lexis
• Layout and design 
• Ideologies 
• Narrative 
• shot type/camera angles 
• Cultivation theory - Gerbner 
• Reception theory - Stuart Hall
• soundtrack
• Stereotypes
• Binary Opposition 
• Guilt tripping 
• Identity theory/ pick&mix - Gauntlett 
• Positivity
• intertextuality 

Introduction

The adverts I have studied offer their target audiences several uses and interactions, though primarily this is motivated by profit and power and by selling a lifestyle to an audience. 

Paragraphs

Tide:

• The ideology that women should do the cleaning and a housewife (archetypal housewife character), suggests the female audience should relate to the idea that women are there to clean and look after the house, she is an aspirational figure providing the audience with the use and potential interaction of living an ideal lifestyle 
• The ideology that women should wear makeup, closeup shot on her face makeup and all the other images. This may leave the audience to assume that without makeup women are unattractive 
• The ideology that women enjoy and want to clean, the closeup of her face shows happiness and the love hearts also suggests this
• The font they have used is Sans-serif font which suggests the advert is less formal and for a working class audience 
• Connotations of her makeup- she is very dressed up to do the washing which suggests they are glamourising washing as well as saying its an exciting way to spend your day. It also suggests women have to wear makeup
• Promotes cleaning and washing clothes as a positive and optimistic lifestyle which reinforces the stereotype that women play a limited role in society  - reinforces patriarchal hegemony
• The advert presumes a position of power and authority over women
• "you women" direct mode of address, positioning target white working class audience in a community, which can be achieved through purchasing tide
• Socoiohistorical context of the 1950s  limited roles and opportunities of women
• Z line rule provides the audience with a simple and easily followed set of instructions allowing the audience to feel confident when using the product 
• Cultivates the idea that women are housewives and live in patriarchal society. provides male secondary audience the advantage of a subservient wife
• Colour red is highly connotative of love and passion, a paradigmatic of the romance genre allowing women to identify themselves as the hero of the story 

Water-aid:

• Claudia, a black African girl is represented to comes across to the audience as a strong, independent child whom seems quite mature so the audience may be able to relate as the target audience is primarily working class middle age.
• Mise en scene of the long shot of Claudia walking down a path with fields by her side further connotes the isolation of these children who are surrounded by fields and walking to get water making the British audience feel sorry and therefore donate to the charity 
• The mid shot of women cleaning the clothes cultivates the ideology women are there to clean and do the washing 
• The on screen graphic at the end of the advert states : "text SUNNY to XXX to give £3". Sunny has positive and utopian connotations, providing the audience a definitive way to interact in a positive manner
• Representation of Zambian woman: audience (target a working class and white audience)form a binary opposition between themselves and Claudia. Emphasises the preferred reading to be sympathetic 
• The audience is positioned with Claudia with a low angled tracking shot with her feet as she walks, forcing the audience to empathise with Claudia's situation 
• Symbolic code of bucket, symbolises poverty and is connotative of central African identity 
• conventions of charity adverts; Close up of black persons feet wearing flimsy shoes. 
• Setting: It is quintessentially 'African' with mise en scene of girls with buckets on heads, the hazy sunlight drifting through scrubby trees and the laughing children playing next to the water fountain provides the audience with the pleasure of escapism 
• Diegetic singing, togetherness, and borderline worship  of water presents a positive stereotype of black people, yet also reinforces reinforces the ideological perspective that poor, black African people should be thankful to white British audience for donating 
• The capital of Zambia is Lusaka but the advert is not set here as it is built up and doesn't 'look like Africa' The representation of Zambia is misleading, focusing on a small rural village rather than the semi affluent city