Binary opposition and ideology

• split west and east european
• The kiosk worker represents the difference between the rich and poor.
• The west european models have blond gelled hair where the east european have different hair styles.
• the variety of colour represents the diversity of the brands clothes.
• Fashionable men on a dirty truck.
• The advert is to make the audience feel dissatisfied with their lifestyle.

Ideology- The beliefs fixed to something.

Dominant ideology- The beliefs believed by society and the culture but this can change as the culture/ society changes.

In the 1920s women weren't allowed to smoke as the ideology of women smoking meant women were prostitutes or easy.

A brand called lucky smoke made adverts advertising women smoking and the ideology of this was that women who smoked were rich, pretty and skinny. This is an example of a dominant ideology.

Tide advert ideology.

• That women should be housewives.
• women do the cleaning.                                               .

• Aimed at heterosexual women.
• Ideology is that this eyeliner makes women desirable to men.
• If you don't wear makeup your not a women.