Binary Oppositions

Binary opposition - two things that are opposite to one another, helping us make sense of the world

- Being able to tell someone is tall because they're not small
- Being able to tell someone is attractive because they're not ugly

difference in colours; size; class; ethnicity; general appearance; clothing; western/eastern European

- Gelled/swept to the side hair (blonde mainly) in comparison to the balding man on the right
- Stereotyping
- Glamorous against the boring lifestyle of lower classes
- Contrast between mountains and the pavement

The whole advert is a conflict, showing binary oppositions through everything

the function of an advert is to sell a product, but not really. Instead it's selling a lifestyle

"the purpose of publicity is to make the spectator marginally dissatisfied with his present way of life. not with the way of life of society, but with his own within it." - John Berger

Ideology - the beliefs and values of a media text, always coming from the producers.

- Need to work hard in order to succeed
- Roman Catholics belief in sex after marriage
- Mythology; believing in mythological creatures
- Most important thing in life is looking good, fashionable

Dominant ideology - the set of ideas or cultures that is most common or widely accepted in a                                                 society, and this can change over time.

- The monarchy; we love the queen and the royal family, figureheads (someone we can look up to)
- You can't kill anyone
- The UK obsession for fish and chips
- Early 1900's America had the stereotype that if a woman smoked she was 'easy' or a promiscuous

In order to get women smoking, advertising companies used "torches of freedom" as a phrase to create a new stereotype in order to increase sales, adverts made women feel classy which completely changed the previous stereotype. In some cases these adverts gave off false ideas, with one advert saying these cigarettes would give you a slim figure, making you look attractive. the advert gave the idea that being slim was more desirable and attractive.

This advert gives off a stereotypical ideology, portraying the woman's lifestyle as a working, stay at home feel. the advert makes the woman appear to be happy to see the box of tide as it might make her work at home easier. The producer was most probably a male as the advert continues to bring on the dominant male vibes from the time of the advert. The producer may have created the advert this way to make the female audience happy to do this work at home, making them feel proud to use tide when doing their work. The idea being demonstrated is a stereotypical representation that women are good at cleaning. the symbolic code of the woman in the advert hugging the tide box suggests she loves cleaning. Possibly creating a matriarchal society?

This Maybelline advert could suggest the producer feels that women may feel as if makeup is a. The advert makes it appeal to the audience as it will make you sexually attractive, we're assuming the target audience is heterosexual women, and it'll make you sexually attractive to men. It gives the idea that if a woman doesn't wear makeup then they're not normal or attractive. If you don't wear makeup as a woman you may be questioned if you're okay; if you don't wear makeup you're not okay. the targeted women will feel dissatisfied and will feel self-conscious and will convince them that in wearing this product, it will make you sexually attractive. it also gives off the idea that makeup is feminine and isn't for men because of stereotyping. This is all to do with dominant ideology; that women wear makeup and men don't. however, women these days are totally accepting in the makeup industry and are mainly okay with this