1. Representation and Ideology
Definitions
Cultural Assumptions in Marketing - Advertising

2. Representation
The media re-presents (i.e. changes or re-interprets) the world we live in.
In other words, the media constructs meanings about what is going on around us.
For example, the media may stereotype people (applying one characteristic to a whole group).

3. Ideology
A set of ideas, values and beliefs that a group, society or individual hold.
Dominant ideologies: Values and beliefs held by the majority within a society (shared ideas).
Ideology can seem ‘natural’ or ‘common sense’ (unconscious).

4. The Media’s Role
The media can reinforce ideologies or it can challenge them.
Media representation of people, places and things can change over time.
What types of stereotypes have you noticed around you?
How is this reinforced?

5. Simulation
You are now two competing marketing agencies (please name them)
You need to sell cereal
Raisin bran-like product: whole wheat frosted flakes with rasins
Pitch a marketing campaign that would cater to the target audience. Use any resources in this room to create a pitch.
The printouts are for you to create a quick visual if necessary (think of sizzle reels for film) (
Your can choose from 2 profiles

6. Profiles Jane Female Aged 45-65 Married, with children
Dealing with issues of weight gain, diabetes or lack of energy
Household income USD $100K+
Carol
Aged 9-12
Parents in the picture
Highly competitive and active at school
Household income USD $44K (below low income threshold)
Also ask what nationality these two profiles are
Assume both live in US, has access to internet and TV, & speaks fluent English.
Things to consider:
How will you cater for that individual?
What kind of marketing campaign could you possibly run?
What would appeal to that target profile?

7. Mediation of reality
Do the media give us a straightforward picture of the world around us?
In other words, do the media accurately show us reality?
The media is often referred to as a window to the world

8. Going back to Jane’s profile…
Based on her demographic profile, we can create a psychological profile:
Concerned with health and appearance
Wants a healthy lifestyle, but doesn’t have much time
Enjoys going online in the evenings, big fan of Pinterest
Tends to favor quality over economy
Finds fulfillment in her career and family
Values time with a small group of friends

9. The media always: Select - Make choices over what to show us
Organise - Make choices over how to present this material
Focus - Make us concentrate on what they think is most important

10. Remember to consider… Where something has been placed
How it has been composed
The type of publication, programme or film which is it’s context
The media institution that has produced it
The current social debate surrounding it
Your own response to the way in which something is being represented

11. For example: an image in a newspaper…
The caption added to any image influences the audience’s reading of that image
An image will be chosen to highlight a particular aspect of the story it appears with. Photographs can lie, even without manipulation.

12. For example: an image in a newspaper…
The newspaper’s political leaning will influence the way that images are used within it
The position of the image on the page or within the newspaper is also important (hierarchy of importance) In the next picture, note how the rifle is in the foreground, and was not even pointed towards the prisoner.

14. How does this link to Advertising?
Your thoughts….