2. Theories Used
• AIDA Theory
• Feminist theory
• Gramsci ‘s cultural hegemony
• Adorno’s cultural industry
• Marxist Theory
• Postmodernism
3. How did I apply this theory to my
production- AIDA Theory
• AIDA stands for- ATTRACT, INTEREST, DESIRE and
ACTION.
• Attract- I used the color scheme of yellow and black for
my house style. As the colors contrast each other quite
greatly, it indeed quite stands out from afar. I have
used all these colors through out my magazine and my
billboard.
• The billboard is very eye catching due to the fact the
color yellow was used. A lot of my respondents from
my question 3 interview have stated that the color
brags their attention immediately.
4. How did I apply this theory to my
production- AIDA Theory (2)
• Interest- Engaging with audience, identifying their needs and wants.
• Through my researching and planning, I tried creating content and articles
that suit my target audience (people living in Leicester ages 20-35)
• As the range is quite big and yet Leicester is very diverse, I tried creating
content that can appeal to potential audiences, which surrounds
restaurants, theatres, sports, etc.
• For example, my primary enjoy going out to bars and movies during their
free time, while my secondary audience (people ages 35 or above) might
enjoy something quiet such as visiting and appreciating the architecture of
buildings.
• In my radio advertisement, I included a EDM music bed which reflects a
very youthful and urban ideology to the advertisement. It also reflects the
fun-loving and adventurous to my target audience (experiencers in VAL
types)
5. How did I apply this theory to my
production- AIDA Theory (3)
• Desire- Helping my audience to understand how my
product can benefit them in different ways.
• In my radio advert, I have clearly stated “You can learn
about different cultures every week”, which from here
my target audience can learn and appreciate the
diverse culture in Leicester.
• Also, in the selling line of my magazine, “Explore the
colorful Leicester that you have never seen before”
appeals to audience as it makes it thing that after
reading the magazine, they would be able to know
more about their surroundings and they would know
where to go after reading the articles.
6. How did I apply this theory to my
production- AIDA (4)
• Action- How my audience are going to reach the product?
• For my magazine, on the cover page (top right corner) I have stated
all my social media sites and website which how my audience can
understand and read more about my brand.
• The sites are like an overview on what my magazine includes. I
would also include updates and also contests/giveaways my
magazine will hold.
• On the bottom left corner of my content page and also bottom right
on each page, I have included how my readers can subscribe my
magazine digitally.
• For my radio advert, at the end I have stated “find out more about
us on twitter, facebook and instagram, or visit us on our website at
leicesterlookbook.co.uk” which is also where my audience can find
out more about the magazine.
7. How did I apply this theory to my
production- Feminist Theory
• I included a variety of females characters through out my
productions, which includes my advertisement, billboard
advertisement and also my radio advertisement.
• For my contents page, is where the first female characters appear.
• One image is where a female holds a sign stating immigrants, and
she is presented in a medium shot wearing a suit. The medium shot
connotes that as we cannot see her full body, we don’t know the
hardships or problems she encountered being an immigrant.
Because of that, I’m hoping to represent females and immigrants in
a different position, which they are empowered as at the same time
not relying on males. They are able to make their own money, are
working as hard as they can to support themselves.
8. How did I apply this theory to my
production- Feminist Theory (2)
• The second image is the image where two females are presented in a low
angle long shot, where their arms are crossed.
• This image defies the traditional ideology and stereotype that females are
weak and fragile as these two females are able to create and establish
their own business by themselves despite their young age.
• The low angle shot presents them as empowered figures, which further
defies the stereotype.
• Also, as these two females do not originate from Leicester, they are able to
overcome the obstacles and hardships they face as immigrants.
• There is also a similar image of the two on my billboard advertisement, as
the two are also presented in a low angle low shot, where they are
crossing their arms and smiling confidently. This connotes the confidence
and how much they have achieved through out their stay in Leicester.
9. How did I apply this theory to my
production- Feminist Theory (3)
• The image on my double page spread is also a
low angle long shot of the two characters
sitting on a bench. The low angle shot once
again emphasizes the empowered status of
the two.
10. How did I apply this theory to my
production- Gramsci ‘s cultural hegemony
• In Gramsci’s cultural hegemony, readers and audiences are
expected to blindly accept the information they are given without
questioning. People whom are at a high social status would remain
at the top without disrupting the hierarchy.
• I have achieved this by advertising products to distract my audience
that I’m forcefully advertising different products and services at
them. However, as a result they are distracted by the
advertisements they are given and would take interest in them.
• As they would be interested in the product, they would forget
about the important social, political issues that exist within society.
• The advertisements I have chosen are taken under very serious
consideration as I have considered the lifestyle, hobbies and the
needs and wants of my target audience
11. How did I apply this theory to my
production- Adorno’s Cultural industry
• The theory suggests as people consume or enjoy
entertainment, they would forget the social issues that
are present within society. And after viewing a certain
type of entertainment that would have a change in
perspective.
• For my production, I have distracted my audience by
advertising service and products which appeals to
them. Which includes restaurants, films, etc.
• Advertisements are the main distractions as people are
focused on the items they are forced to read, hence
forgetting the issues that exist in the present.
12. How did I apply this theory to my
production- Marxist Theory
• I have both defied and also support the ideas of
this theory.
• In my double page spread, I have stated that
since the two protagonist are immigrants and do
not originate from Leicester, they worked hard to
fit in to the community they live in, and have
contributed by developing their own business.
(Effort will be rewarded with something
commercial success, fame, money)
13. How did I apply this theory to my
production- Marxist Theory (2)
• I’m undermining the traditional idea of dominance of the status
quo by celebrating cultural difference.
• In my contents page and cover page, I introduced different types of
cuisines (TOP 5 INDIAN RESTURANTS) to my target audience whom
live within a very diverse and multicultural area in Leicester.
• Also, the article “I’m an immigrant, but I’m not..” talks about the
hardships and problems immigrants in Leicester have encountered
and also how they have managed to cope. represents them are
powerful figures and are useful people in society.
• My double page spread also includes characters whom are
immigrants, but have managed to develop and create their own
business despite growing up from a completely different culture.
They have managed to succeed at the very end.
14. How did I apply this theory to my
production- Postmodernism
• As Leicester has developed throughout the years and has
transformed greatly, there are still certain ideologies that
Leicester is still old fashioned and boring.
• People have also stated the because of it’s multiculturalism,
Leicester is not “British enough”
• Through out my magazine, I have broken the stigma and
ideology that has been attached to Leicester by embracing
it’s diversity and multiculturalism.
• For my cover page, I have had a extreme long shot of
Leicester Market, which sells a variety of goods and
products for people. The photo has a variety of colors,
which creates the illusion that the market itself is very
colorful and interesting.
15. How did I apply this theory to my
production- Postmodernism (2)
• For my contents page, I have included a variety of
articles that celebrate the diversity of Leicester, which
includes different cuisines of different cultures, the
different religion of different countries. to appreciate
the diversity which we might not be aware of, and we
might find interesting.
• For my radio advert, I have include a EDM music bed,
which presents Leicester in a very urban, fun and
trendy, as EDM associates with nightclubs and bars.
This appeals to my primary target audience whom are
experiencers in the VAL type, whom are also seeking
adventure.
