Cultivation theory

• Who

  Gerbner
• What was the theory

  Repeated patterns

  Common sense ideology

  Passive audience
• What grew significantly in the 1950's

  Advertising
• What ideas were cultivated

  -Tide is the brand leader

  -No product cleans better than tide

  -Tide is desirable

  -'Miracle suds' are an innovation in washing
• What does the repetition of messages show

  Leads to audiences to adopt these beliefs aligning their views with the advert
• What does this result in

  a positive ideology towards tide