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Ideology

Adverts operate under the assumption that we are living an imperfect life. They use this assumption to sell a product/a brand in a way that plays on this analogy.

Ideology - The beliefs and value of a media text

Producer - The individual who creates the media product.

Dominant Ideology - The set of ideas or culture that is most commonly accepted in a society. The dominant ideology can change over time.

Works based on the assumption that female lives will be better if they have this product. Plays on the assumption that a woman is living an imperfect lifestyle until they buy this product. The repetitive use of words that have positive connotations puts emphasis on the quality of the product.

Producer conveys the fact that women look better with makeup.

Reinforces the dominant ideology that women should wear makeup.

Has a direct mode of address.



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