1. IDEOLOGY TASK: GROUP MAGAZINE ANALYSIS GROUP NAMES:
Your task will be to analyze a perfume advert with your group. The aim is to identify and explain how the dominant
ideology is present in the advert.
GENRE (type of text (advert))
1. The genre of this image is a magazine advertisement which is advertising ……….A perfume for ladies
2. I know this because ……..the text says it’s ‘the first fragrance’ showing it’s a perfume.
3. Furthermore, the purpose of the advertisement is ……. To capture the woman to buy the fragrance. Also
men will be attracted to the advertisement and want to buy it for their girl. In addition to make the woman
smell good.
AUDIENCE (who is it for)
4. The target (main) audience for this advertisement is .......for woman between the ages of 16-40. It’s also for the
middle and higher class that can be interested in Beyonceand find her attractive, like perfume.
5. I know this because the evidence to show that this is the target audience is.......because the sexy looking female
with her cleavage on show is a worldwide famous artist. This connotes seduction; in addition the bottle is a very
elegantly shaped glass bottle.
SEMANTICS/ICONOGRAPHY (the familiar and recognizable images/objects/conventions associated with a text)
POINT
6. The iconography allows familiarity for an audience in order they recognize certain features and conventions. This
is so they understand the purpose and areattractedto the advertisement.
EVIDENCE
7. The examples of semantics/ iconography in the advert are firstly, a young curvy woman with long brown hair and
visually attractive to men and woman. She has her leg out and cleavage on show, showing that she’s confident with
her body while using this perfume.
Secondly, the woman is looking straight at you with incisive eyes which draws you in.
Thirdly, (optional) ……she is wearing a silky, red, short gown, revealing her legs and cleavage. The colour red
symbolises ‘Heat’ which refers to the title of the perfume.
ANALYSIS
8. The connotation of the first image is that it suggests she is appealing to the target audience and Beyonce is
symbolic of the females whom may be passive.
The second image is it showsshe is flirty,promiscuous and confident with her sexuality.
(Optional) Additionally, third thing is it suggests the colour theme is very heated and fiery. Furthermore ‘catch the
fever’ is the metaphor that means it’s like a cold and how you will be hot and want to take your clothes off which
explains as to how she is dressed.
DOMINANT IDEOLOGY (the cultural expectation that is accepted/understood by majority of people in society)
POINT
9. The advertisement is not really just selling a bottle of perfume; it connects the product to the ideology by using
familiar codes and conventions. The dominant ideology that the advert is.......that the attractiveness clean and
smelling good, and make you more attractive to the opposite sex. Your partner will want to be around you more. She
is stereotyped as the average young woman, with her behaviour and minimal clothing. Thirdly, the way she is
positioned.

2. EVIDENCE
10. The evidence in the advert to relate it to the dominant ideology is......
Firstly, …..
Secondly,
Thirdly, (optional)…….
ANALYSIS
11. The dominant ideology can be seen in the following aspects……….
Firstly, the dominate ideology is shown in the……..
Additionally, the dominate ideology is revealed in the……..
Furthermore, the dominate ideology is expressed in the……..
12. (optional) This dominant ideology can be seen in other advertisements such as......