2nd mock question

 2. Compare and contrast the ways in which viewpoints and ideologies are encoded in women and Ad-busters:

Producers encode deeper meaning in any media text, in order for the audience to decode it. 

Ad-busters - What are the ideologies/viewpoints?


  • Anti-capitalist - Mocking society and 
  • Anti-consumerist - Mocking materialism in the world 
  • Thought provoking - Making the audience decode deeper meaning to think about things differently
  • Controversial - Really depressing articles or upsetting images 
  • Culture jamming - The Tap advert, mocking mainstream companies 
  • Counter-cultural 
  • Hypocritical 
  • Heavy Topiced -Upsetting topics or heavy issues that are hidden in the media typically 
  • Anti-conventional 
  • Liberal (left wing)
  • Anti-mainstream
  • Political - Tap advert incodes the political issue of lack of clean water around the world. 
  • Subversive - Not a typical advert you would expect to see in a magazine 



Woman - What are the ideologies/viewpoints?

    Image result for women magazine 1960s
  • Patriarchal hegemony - Male producers writing and producing these magazines, only their viewpoint and idolised image of women. 
  • Stereotypical - The typical stereotype of a woman and a housewife.
  • Mainstream - Biggest Magazine company at the time. 
  • Materialistic - Sets standards and Makes the audience want to try live up to these standards and to have the 'material' they are advertising 
  • Conventional 
  • Conforming
  • 'inspirational'
  • Narrow definitions of femininity 
  • Accessible 
  • The idolised 'perfect' ideology 
  • Aspirational for the audience - degrades women in society who cannot live up to these standards they are trying to set. 

 2. Compare and contrast the ways in which viewpoints and ideologies are encoded in women and Ad-busters:


They agree with collaborative journalism as opposed to consumerist journalism. This makes this publisher non-conventional and contrasting company in the magazine/media industry. 

 In comparison to woman's magazine, they draw less significance and focus onto the idea of idea, to oppose the idea that gender and whether someone is a boy or girl in mainstream media and magazines is so significant and important. They encode this ideology by using culture jamming to mock materialistic stereotypes that are conveyed in the more conforming media. Example: Tap article: As this is a anti-consumerist article this particular advert is a piss-take and trying to show how they are purposefully trying to create commodity fetishes to try attract the audience, when thousands of people are dying due to lack of clean safe drinking water, and viruses spread through water. In this advert the muse en scene and positioning of the model makes it hard for the audience and seen as 'less important' to know what gender the model in the image is. Therefore, it draws more attention to what the article is actually about the viewpoints the publisher is afflicting on the audience. 

 Contrasting to this, soap article/advertisement 

 Structure - Intro

 Comparison front covers 

 Tap advert vs Soap advert 

 End paragraph/ Max factor vs Loui bouton (commodity fetishism) 









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