I intend to advertise the product ‘Celebrations’ – a miniature chocolate bar collection by Mars, Incorporated. I will create two different adverts – one radical and one reactionary.

For my radical advert, I am going to base it around an 80s and 90s themed advertisement. I want to present the excitement of a literal celebration to appeal to all ages and races (specifically a younger audience ranging from ages 7 – 25), so I will include bright colours and lights. I also want it to be aimed towards friends and families – so it might include a diverse group of people, to show that the product is available to share with everyone. This will also coincide with the ‘Celebrations’ tagline: “Share the joy”, which I shall include in a bold font with a contrasting colour to the background to make it stand out. The product being advertised will be the dominant signifier and this will be placed at the front of all the layers to draw attention to it.

For my reactionary advert, I am going to design it in the style of a modern advertisement. I want to feature Laura Mulvey’s idea of the male gaze. My dominant signifier will be a man in the centre of the advert surrounded by women gazing lustfully at him. This will entice other men into purchasing the product due to the voyeurism that consumes the hegemonic masculinity in our society.

dominant signifier /

ideology

paradigm

icon

index

symbolic

signifier

signified

David Gauntlett

fluidity of representation

collective identity

male gaze /

patriarchy

voyeurism /

dominant ideology

hegemony /