I have chosen to analyse the advertisement for the Lynx Apollo (2013) deodorant in order to illustrate the ways in which ideological content can be used to reiterate the hegemonic ideals of the dominant and ruling minority, upon the subordinate and working class majority, as seen from a feministic theoretical position. Ideology is important because it enables insight into how a text struggles to construct some meanings whilst obscuring others. Hegemony is important as it stresses how capitalist power is not absolute but progressive, with a constant need to be renewed and re-enforced. These concepts are of interest as the effective application of both concepts to the text will work to reveal the structure of the advertisement which are not obvious, nor common sense; exposing how it works and achieves its meaning.
Ideology is a complex term and is commonly referred to as a system of values, attitudes and belief characteristics which a class, a group, or an individual deems important. Ideologies usually go unquestioned as they are generally thought of as "any knowledge that is posed as natural or generally applicable" (O,Sullivan et al, 1994, p.140). How a society functions ideologically varies, as they are affected and determined by the culture of the particular group. Hegemony is concerned with the ways in which consent is won by the dominant minority. It allows insight into the way that "dominant social groups achieve rulership or leadership on the basis of attaining social cohesion and consensus" (Joseph, 2002, p.1). It argues that the hegemonic class maintains leadership by means of cultural ideas and ambiguous mediation which persuade the subordinate group that arrangements are beneficial to them (Branston and Stafford, 2010, p.436).
I have chosen to perform a critical analysis on the Lynx Apollo (2013) advertisement which promotes the new fragrance for men from a feministic theoretical approach.
Hegemony is "the process of moral, philosophical, and political leadership that a social group attains only with the active consent of other important social groups" (Artz). If the leadership can align the subordinates" interests with their own, people willingly adhere to the their bidding. Leade...
In this "Critical Theory" people are regarded as mindless and easily persuaded into adopting sets of capitalistic ideologies. ... He instead proposed that audiences acted as discriminating consumers under what he called "Hegemonic ideology". This Hegemonic ideology promoted an idea that the media does not purely suppress dissent and demand obedience to any specific ideology but rather operated to obtain the consent of the majority. ... I agree with Gramsci that the media does not purely suppress dissent and demand obedience to any specific ideology in a democracy. ... Additionally, the depend...
THE EFFECT OF ADVERTISING ON CULTURE To begin my discussion of the issue of commodification and advertising, I would like to look at TV. ... (p. 11) Miller connects TV as a culture with advertising. ... As far as their overall intentions were concerned, they were--at least into the Forties--not conspiratorial sly, but ebulliently forthcoming, given to proclaiming outright, and in good conscience, their project of eventual hegemony; J. ... This is not limited to political advertising, but includes the staged nature of debates and the biased presentation of the news. ... What has e...
(Danna, p.23) The resources-television, records, clothes, video games, language-carry the interests of the economically and ideologically dominant; they have lines of force within them, that are hegemonic and that work in favor of the status quo (Fiske, p.2). Advertising is at the heart of commercialism. ... The truth in advertising concerns consumers, government, companies, and advertising agencies. ... Companies are fed up with the truth in advertising issue. ... The advertising industry is the largest service industry in the United States. ...
The powers establishing hegemony over the society use an important part of the people known as intellectuals to impose their world-view. Each of these "enlightened people" happen to become supporters who defend the world-view legitimizing the hegemony order. At this point, the cultural hegemony theory draws attention particularly to the academicians, that is, in other words, to the ''scientists''. ... After the WWI formally ended on November 18, 1918, there was an ideological war still going on in the US. An ideological war which prompted mass paranoia and caused, among man...
The essay will also outline aspects of the brand such as core values, personality and image and will observe how these characteristics create the brand's ideology by identifying how they are used within the chosen advert and how they have been created to form a connection between the brand and the consumer. ... The preferred reading will be those who can successfully decode the text and will believe in the intended dominant, hegemonic message that has been created by the institution; for instance, consumers who believe in the brand's ideology and core values that are represented with...
Dant explains: What the account of second hand and 'alternative' or 'subcultural' styles tells us is that the material culture of clothes is not simply determined by a single hegemonic cultural process, although commodity capitalism and the ideological fashion system is never far behind. ... To be so unique and be able to resist society's ideologies is a great triumph. ... Freaks follow these subculture ideologies. ... Advertising media develops us into pawns for play. ... To resist the ideologies of the consumer media, subcultures must not be involved in any type...
The Ministry's objective was to ensure that the Nazi ideology was successfully communicated through art, music, theatre, films, books, radio, educational materials, and the press. ... Through the overuse of technology, social media sites and everyday subtle propagandist advertising campaigns, traditional propaganda techniques would be effective in our technologically driven society. ... The preferred method of advertising such propaganda was through the mass distribution of the 'propaganda poster' which, for the global youth forum, is the third source to be considered. ... Toda...
The folk-games of the seventeenth and eighteenth centuries were vastly different from the sports we play today in numerous aspects of their structure, style etc. One of the shifts observed by Guttmann (1979) and others has been the secularisation of sport. One significant feature of folk-pastimes wa...
