David Gauntlet - theories of identity.

• audiences can construct there own identities through what they see on television.
• Gender binary 

Male and female stereotypes.

• men are strong
• men do the work
• men provide to the family 
• men are superior
• men are emotionless
• men are more aggressive

• women do cleaning
• women are emotional
• women are weak
• women are bitchy 

charity ads

• raise money 
• make you feel guilty
• make the audience think about what you have and what others don't
• make people feel empathy for those in need

NSPCC

• The hopeful music is a binary opposition
• high angle shots connotes weakness
• sense of begging
• black and white mise en scene 
• symbolic code
• miserable atmosphere
• extreme close up get personal with the character and the audience
• the audience can help stop a world crisis
• aimed at the working class

• audiences get desensitised with repetition

water aid ad

• established in 1981
• created by atomic London 
• The ad is optimistic
• if you donate you can give happiness
• your with the 'them' as the audience