Advertising & Binary Opposition

Advertising

Print

• Codes and conventions
• Layout and design
• Composition
• Images/photographs - camera shot type, angle, focus
• Font size, type of font (e.g. serif/sans serif), colour 
• Mise-en-scène – colour, lighting, location, costume/dress, hair/make-up 
• Graphics, logos etc.
• Language – slogan/tagline and copy 
• Anchorage of images and text
• Elements of narrative

She is happy/joyful/impressed/smiling, target audience is teens, mid-20's

Clearly visible coca-cola logo juxtaposes the coke drink

The texture of the bottle makes it look refreshing

Nails matches the bottle of the coke, which makes her one with the coke

Gesture

David's 'hot or not' chicken curry
David is happy of himself
"food love stories" suggests everyone love food from Tesco especially
direct mode of address
Message is formal and easy to understand, suggests the ad is aiming towards mid/young-adulthood
Green background

Claude Levi-Strauss 
Structuralism

Binary Opposition: When 2 concepts, messages or values are presented in direct opposition with one another. Levi-Strauss suggested that our perception of the world is based on binary opposition.

Rich & Poor
Light & Dark
Sitting & Standing
Little & Large
Chaos & Order
Fantastic & Ordinary
Sexually attractive & normal
Young & old
Work & Leisure
Freedom & Entrapment
Civilisation & Wilderness

The purpose of the advert is to make an audience dissatisfied with their lives.
An advert is selling a set of beliefs and values to an audience

Ideology: The beliefs and values of a media text
Essentially and advert is selling an ideology

Dominant ideology: The set of ideas or culture that is most common or widely accepted in a society
(Can change over time)