audience

• uses and gratifications

  • ESCAPISM: escape own financial status, lean back
  • INFORMATION: advice on disposable income
  • PERSONAL IDENTITY: what we aspire to look like
  • PERSONAL RELATIONSHIPS: to the brand, models and celebs
• Gerber cultivation

  • repeated exposure to dominant ideologies
  • middle upper class believe they must look a certain way (aspirer)
  • imperial leather: women are domestic
• vogue attract target audience

  • cultivation, reinforce mainstream ideology of women being domestic (imperial leather)
  • content tailored to audience
• vogue reach audiences and distribute

  • having idols as model (Sophia loren)
  • pre existing brand loyal customers
  • uses and gratfifications: lean back experience (escapism)
• construct audiences

  • repeated representations (cultuvation)
• address audiences

  • advice from relationship with brand