COMPARISON TASK

Compare the way that gender stereotypes are constructed and used in this advertisement for Dove with one of the other adverts that you have studied.

CAN WE INCLUDE AIDA?

CAN WE INCLUDE RECEPTION THEORY?

Encoding/Decoding

Preferred - Negotiated - Oppositional Reading

Positioning

Anchoring Text

CAN WE INCLUDE TEXTBOOK CONTENT ON ADVERTISING?

Below are some of the ways that advertisers use media language to communicate (taken from text book): 
Section 1: Classical or Mainstream Product Advertising
- To establish brand identity
- To make the product more memorable
- To promote positive associations with the brand
- To differentiate the brand from its competitors
- To engage with/validate the lifestyle choices of consumers
- To engage with/validate the aspirations of the consumers
- To attract new consumers
- To maintain/reassure existing consumers
 
Section 2: Non Mainstream - Service/Charity
- To communicate with users of the charity
- To raise awareness of issues
- To build/maintain brand image - create positive associations with the charity
- To reassure existing supporters
- To persuade new supporters