Ideology

What is the function of an advert? 

To sell a lifestyle.

"The purpose of publicity or advertising is to make the spectator dissatisfied with his present way of life. It suggests that if he buys what it is offering, his life will become better." - John Berger.

Adverts work in a negative way. Instead of making you think about positives, you think about the negatives. 

IDEOLOGY - The beliefs and values of a media product.

A media product cannot have 'beliefs and values', these are more the beliefs and values of the producer.

DOMINANT IDEOLOGY - The set of ideas or cultures that is most common or widely accepted in society. The dominant ideology can change over time.

Dominant Ideology in the UK

- Being posh and drinking tea

- Brexit

- Respecting the royal family

- Human rights 

- You cannot torture people

- Health Care

- Gun Laws

- Drinking/driving age

- Free education

- women should work at home and should have the responsibility of cleaning

- women have obligation to the family to care for them

- women should always look presentable 

- They should put pride and effort into their actions and appearance

Dominant ideologies are good to put in adverts because most people believe in this, and therefore it is easier to sell the product. It reinforces the dominant ideology. 

3 6 

Female middle class age 20-35

Guitar 

- Laws against hate speech