Magazines and Audience and Revision

You can talk about representation in audience/industry

There are 2 types of audience question

1. How does the audience respond to the product?
2. How does the producer target/position the audience?

Explore the different ways adbusters and woman target their audience through content and appeal

Media language: shot type, camera angles, font, mode of address, theorists

Bonus theory: Audience pleasures, uses & gratifications (a pleasure)

what is pleasurable about tv shows?

• Social-interaction: after a tv show ends you can discuss about it to others                                
•  Escapism: want to leave the outside world as it is boring
• Voyeurism: Taking pleasure in someone elses actions
• Relating: feeling an intimate connection
• Entertainment: Because it's fun
• Sexual Gratification: being attracted to someone

• Aspirational
• Aesthetically pleasing
• Hegemonically attractive
• Direct mode of address
• Advert tells women they must use the product and stay clean, it would solve their life
• Voyeuristic hyper realism

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Stuart Hall: Reception Theory

Preferred: Audience agrees with the ideology of the producer

Negotiated: Audience partially agrees with the ideology of the producer

Oppositional: Audience fully disagrees with the ideology of the producer

Aberrant: When the audience totally doesn't get it

Ideology of this advert: anti-consumerist --------------------> 

1.  Preferred: We need to help the poverty in Africa, Africa are unable to help themselves
2. Negotiated: There are issues in Africa, but they can't hate on Louis Bouton because it's not their issue
3. Oppositional: Corporations help society, Africa need to sort themselves out
4. Aberrant: Audience thinks they should buy the shoes

Audience positioning

• Shot types
• Intertextuality
• Direct mode of address
• Pull quote pulled directly from a text

• Close-up shot of Alfred Hitchcock
• pull quote- "they're like snow capped volcanoes"
• stereotyping women in a magazine about women
• Hand gestures suggest affirmation
• The way he looks directly at the audience creates a controversial atmosphere 

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What are Adbusters?

• Anti-consumerism, consumerism is making society poor
• Anti-capitalist
• non-original
• anti-advertisement
• anarchist
• Culture Jamming
• Environmentalism
• Subversive
• lacks anchorage
• Atypical
• Anti-authoritarian 

Adbusters and Women are very different

• Anchored in such a way that is criticising the ad (zucchetti), because they're manipulative and spreading ideologies that people have to buy the product
• Close-up, high angle shot of the tap,  to say that we are in the room with the tap
• The transition from the image of the (assumed) women (as the stereotype of skinny legs and smooth skin suggests that it is; to the white background makes it as if  the advert is trying to cover up the actual poverty caused by this, which adbusters is trying to address, that it's subversive
• the mise-en-scene of the wrinkly is symbolic code of poverty and misfortune
• The close up shot of the model on her knees in this positions is deliberate way to not sexualise her, it's to prove a point
• Suggesting the target audience is educated and knowledgable 
• Binary opposition between rich and poor
• Suggest theres a division between people who can afford luxury items and everybody else

Messages and values of woman magazine

• buying certain products will improve your life
• women should be housewives
• published in 1964- sociohistorical context
• reinforce hegemonic views of women
• Specifically tells the audience how to be attractive
• women must be family orient 
• Singular

1. Trying to friendly by showing fake smile and the close up shot enforces that the audience is in the room with the woman
2. The colour purple is symbolic of