Binary Opposition


Binary Oppositions are essential to help us make sense of things and to make other things stand out. 

  • Rich and Poor
  • Scruffy and Neat
  • Western and Eastern European
  • Sharp Hair cuts and Barely any Hair
  • Blonde Hair and Black Hair
  • Black and White
  • Colourful Suits and Bland Uniform
  • Bright Blue Suit and Grey Coat (shows brand diversity and what they have to offer)
  • Formal and Casual 
  • Clean/Dapper Looking Boys and Dirty Trailer
  • Grey Pavement and Colourful Mountains

Image result for Dolce and Gabbana ad boys on cart

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 in it.  It suggests that if he buys what it is offering, his life will become better.  If offers him a way out of his everyday, boring life.

Ideology - The beliefs and values of a media text.  It always come from the producer. 

Dominant ideology - The set of ideas or culture that is most common or widely accepted in a society.  The dominant ideology can be changed over time

Figurehead - Is a person everyone that looks up to





the Ideology of this advert is that the producer makes women believe that Tide is all they need.  It makes them doubt their womanhood if they do not use Tide and makes it a woman only job.  The ideological signification of the choice of focal image is a stereotypical representation that women are good at cleaning as there is no man in the advert and her hugging the Tide box symbolises the ideology of her loving Tide and using Tide when cleaning, emphasised by the love hearts.  This sexist stereotype of woman love cleaning and that are good at it gets away with it by having it resembles a romantic comedy type film





Related imageThis advert uses the ideology to make the women who use this appear to product sexually attractive towards men.  It uses the ideological assumption that if you do not wear make-up you are not normal or are not okay, that something is wrong, that you are not complete.  The stereotypes that exist within society present the idea that only should wear makeup. 



















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