A Level Media

Cultivation Theory: Gerbner Exposure to television over long periods of time cultivates standardised roles and behaviours. Gerbner used content analysis to analyse repeated media messages and values, then found that heavy users of television were more likely, for example, to develop ‘mean world syndrome’ – a cynical, mistrusting attitude towards others – following prolonged exposure to high levels of television violence. Gerbner found that heavy TV viewing led to ‘mainstreaming’ – a common outlook on the world based on the images and labels on TV. Mainstreamers would describe themselves as politically moderate. Media Effects: Bandura The media can influence people directly – human values , judgement and conduct can be altered directly by media modelling. Empirical evidence best supports direct influence rather than the alternative models of media effects: two-step flow, agenda-setting, no effects, or the media reflecting existing attitudes and behaviour. Media repres

Both adverts use colour to attract their target audience. The Gucci advert uses black and white to make it traditional and classic, this matches his suit as it makes it seem more expensive due to additional colour of gold which is on the bottle and in some writing at the bottom. The black and white it to make classic which shows the expensive quality of the brand, the gold is to also show expense as gold is very expensive. In comparison to the Lucozade advert, they use colour to show energy and water, the yellow is to show energy but its also the colour of the drink, and the blue is to show water and hydration, but the colours of the advert also match the colours of the bottle.