messages in Tide and coca cola ad and cultivation

• Women like washing
• Women don't need men with Tide
• Woman don't work
• You can only be clean with Tide
• Women love Tide 
• Looks like a romantic film (Intertextuality)

Hegemony - Where one group wields power over another not through domination but through coercion and consent. 

• Parental Hegemony 
• Workplace Hegemony 
• Political Hegemony 
• Educational Hegemony 
• Patriarchal Hegemony 
• Cultural Hegemony   

• If you drink coca cola your middle class.  As this advert shows women in a big city.
• If you drink coca cola your wild and fun.
• Being middle class is better.

• Setting: Binary opposition between the beach and city. The city also has Connotations of wealth and status. This reinforces the hegemonic norm of wealth and status, and suggests to the audience that wealth is necessary to be happy. 
• Target audience 16-30. The women are stereotypically pretty. Lack of clothing emphasises the fact these women are thin. This reinforces the hegemonic norm that skinny women are stereotypically attractive. 
• Aspirational image, using a stereotypical and cultivated image of women.