Advertising and Marketing - Old Spice, Lucozade and Shelter

Old Spice

Participatory Culture - Jenkins & Theories of Identity - Gauntlett

• 200 personalised video responses to this campaign on Youtube
• The online media offer people a route to self-expression, and therefore a stronger sense of self and participating in the world by making and exchanging

Lucozade

Two-step Flow Theory - Katz and Lazarsfeld

• Sports personalities that featured in the campaign tweeted and instagramed about the campaign

Feminist Theory - Van Zoonen

• Performative - men are generally perceived as performing highly in sport e.g. womens football not paid or covered as much

Reception Theory - Stuart Hall

• A majority of the audience will have a oppositional reading to the text, as it claims to 'hydrate you better than water' - this slogan was a breach of the advertising code and had 63 complaints

Shelter

Cultivation Theory - Gerbner

• 150 families become homeless every day in the UK - shocking evokes extreme reaction due to juxtaposition

Media Effects - Bandura

• The media can influence people directly - human values and judgement, attitudes and behaviour