Cultural and Ideological meanings of ads

Cultural and Ideological meanings of ads
Ads can express uncertainty, anxiety, fears, dreams and desires
They express and reproduce social value systems within ideological contexts
 Competition
 Individualism
 consumerism
 Materialism
 Ideals, belief and value systems about the ways we should live, look, feel, behave,
who and what we aspire to be etc
 ‘fun-morality‘ (Riesman)
 Freedom becomes associated with products
Consumer goods are given central importance in
 The construction of identity (ies)
 how we see and relate to ourselves
 how we see and judge other people
 how we relate to other people and how they relate to us

Michael Jackson’ s pepsi generation ad)

McDon, ad with Michael Jordan

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