Sonya lesson 15/10/20

 


  1. What are demographic and psychographic profiling?

Demographics: categorises audience from their class occupations and income

Psychographic: describe traits of humans psychological attribute/ applied to studies of personality, values, opinions, attitudes. 


  1. What are the four psychographic profiles?

  1. Mainstreamers

  2. Aspirers

  3. Explorers

  4. Succeeders

  5. Reformers


  1. What are three or four key facts about the context to the Tide advert?

  • The tide advert was produced in a period of great economic change 

  • Was made Post world War 2

  • Women stayed at home and washed and cooked while men went to work to provide for his wife and kids


  1. What are the three ways in which Stuart Hall argues audiences respond to media products?

  1. The dominant position: the audience accepts the intended meaning of the product

  2. The negotiated position: audience acknowledges some sort of message encoded by the producers of the product but may question the audience to be more relatable to their own experiences

  3. The oppositional position: the encoders message is understood but the decoder disagrees with it 


  1. What are the two main principles of Gerbner’s cultivation theory?


  1. The idea that exposure to repeated patterns of representation over long periods of time can shape and influence the way people perceive the world around them 

  2. The idea that cultivation reinforces mainstream value 


  1. How was the audience of the time targeted by the Tide advert?


The audience of the time was targeted by the Tide advert as this advertisement was a direct address to 1950s lower to middle class white women with a sole responsibility for working from home. Tide advert because of the way the advert includes promises such as the “no soap - no other suds” thing and women would have approved of the slogan.


  1. Which of these psychographic groups do you think Tide was aimed at? How do you know?


I think that the product Tide was aimed at explorers because women back then would like to try new things that would help with cleaning and Tide helps persuade that message across. 


  1. What ideas does Tide aim to cultivate?



  1. How do you think a modern aspirer audience would respond to the Tide advert? Why? (Refer to Hall’s reception theory in your answer).


If they do not already use the Tide product, they wouldn’t be interested in using it as they are fixated on the cleaning product that they already are using. Moreover, since it is modern day, society’s views has changed and this is now seen as sexist and very misogynistic so modern day buyers would refuse to buy this product as they are looking at it from an oppositional position where the decoder degrees with the encoder. 


Think of a media product (tv show/advert/film/magazine/music video) that has been aimed at people like you. (Your age, sex etc).



  1. What messages did the product cultivate?


The TV show Glee had many different messages in each episode; for example, there was an episode regarding racism in high school towards ethnic minorities, homophobia, transphobia, teen pregnancy, bullying and more. 


  1. Did you accept those messages? Completely? In part?


I accepted those messages and the meaning behind it and how they were able to solve and portray those messages in the show. In this perspective, I would be seen as in a dominant position because I fully understood and engrossed the meaning behind the tv show messages and accepted it. To an extent, I was in a negotiated position as some of the topics that were mentioned I could relate to on a personal level which helps me understand the show more. 


  1. Describe a product aimed at you whose messages you rejected.






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