Binary opposites




'The purpose of publicity is to make the spectator marginally dissatisfied with his present way of life, not with the way of life of society, but with his own within it. It suggests that if he buys what it is offering, his life will become better. It offers him an improved alternative to what he is"-

 Adverts work negatively to promote what is wrong and missing

 Ideology: the beliefs and values of a media product.

 Dominant ideology: The set of ideas or cultures which are most common or widely accepted in a society. The dominant ideology can change over time.

 Britain: posh, tea, queen, respect royal family, human rights, health care (NHS), no guns, drinking age 18, driving 17, free education, private schools, no public hate, 

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