Claude Levi-Strauss

Claude Levi-Strauss = Structuralism 

 Binary opposition = where two concepts, messages or values are presented in direct opposition with one another. Levi-Strauss suggested that our perception of the world is 
based on binary oppositions.

 Simpsons 
Marge and Homer - smart and sensible - stupid and irresponsible
Lisa and Bart - Lisa goes by rules all the time whereas Bart is completely rebellious 

 Dolce and Gabbana Advert =
Rich vs Poor = people in suits on the right and people on the left are market workers
Bright vs dark = brightness of their clothes against the darkness of the background 
Sitting and Standing = makes it more interesting to look at
Barrels vs Cans  
Big and Small
Chaos vs order
Fantastic vs ordinary
sexually attractive and normal 
young vs Old
Leisure vs work
Freedom and Entrapment = The man is stuck at work and the freedom of the cliffs
Civilisation vs Wilderness
Boring and exciting 
Higher class vs Low class
Different vs usual world

 The purpose of an advert is to make the audience dissatisfied with their life and to make them think that if they get/purchase what the advert is selling they will get their desired life.

 Ideology = the beliefs and values of a media text. 

 Dominant ideology = the set of ideas or culture that is most common or widely accepted in a society - it can change over time.


Ideology of the Tide advert:
- cleaning is a women's job 
- it's romantic and it's fun
- ALL women should clean clothes - there are only women within the advert and the slogan of 'Tides got what women want" shows this
- Doing the washing is something that should make you happy and doing washing is exciting
- producer of this advert is trying to make it clear that the women's life was boring and dull before she used tide to sell the product to the women as society have already accepted the fact that the women did the cooking and cleaning. 



Maybelline 1960s advert
- it's advertising an eyeliner to make people look better
- the assumption that if you wear makeup you will look better from the advert
- stereotypically women tend to wear makeup 

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