Adbusters/ women

  • The ideologies of adbusters is that they're against the consumer culture and corporate advertising. Although they do use the internet as a catalyst, they believe that the hard-copy is the best version of a magazine. It's contradictory, as they are anti capitalism but the magazine itself it is pricey, retailing at 11.99.  Challenging ideology, to provoke the audience. Brand Identity - unpredictable, being anti-conventional.
  • Adbusters subvert the conventions of a magazine by not including any advertising in the magazine. This is unconventional as most magazine rely on advertising for revenue.  The shocking content challenges the audience which is subversive. Which is contrasting to women's magazine which is in the audience's comfort range.
  • Same interactions as a protest, the collective group against the corrupt society. It creates awareness for the audience. Threatening the audience with shocking mode of address - 'save the planet, kill yourself'. Women's article is more focused on beauty and male attraction in contrast.  

  • Adbusters constructs its audience through the aesthetic of the website. Through the visual gritty aesthetic adbusters are able to attract audience that are 'edgy'. The controversial and bold conversations enables adbusters to construct their audience. The simplistic design also the magazine to create a brand identity of being simplistic. Consistent ideology for a niche audience, with four clear topic. 
  • There isn't any adverts on the website which conforms to the ideology. As well this they are mocking big corporate companies, which fits to their anti-capitalist ideas. Bold language with low production value. Through lexis and direct mode of address which gives the audience a sense of unity. The merchandise reinforces the brand identity, constructing audience identity as well as familiarity amongst the public. 
Compare and contrast the difference ways that women and Adjusters position their audience 

audience positioning - mode of address, preferred reading, how audience would react. 
Women - conventional, typical, working class, stereotypical, consumerist. 
Adbusters- Unconventional, subversive, middle class, challenging, anti- consumerist. 

Example:save the planet, Kill Yourself (adbusters)
-Niche audience - block text, sophisticated lexis, no anchorage through images and lexis 
- Minimal design- black and white 
-unconventional and challenging article 
- women magazine is focused on individuals whilst adbusters collectively groups people
- not one main celebrity leading the magazine
Women magazine - breeze soap
- reinforces gender norms 
- direct mode
-lexis - 'darling'- interring it was by male 
-adbusters polysemic - no direct  instruction - women : one clear message 

Planning 
- Adbusters' audience is niche- through lexis and style - middle class- unconventional/ subversive 
-Women's audience is mainstream- through the content and context - conventional- stereotypical audience type 
- Adbusters positions the audience in an uncomfortable position - by talking about contervesial topics - guilt tripping the audiecne and through culture jamming.
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