- Marx saw capitalism as destroying its own markets by paying workers minimum wages to maximize profits, leaving workers unable to afford goods and causing supply to exceed demand. - The document discusses how advertising for clothing brands distracts audiences from their daily struggles and oppression by focusing on material goods and fashion. Prices are shown to appeal to low-income audiences and keep the system of low wages ongoing. - Different ads target different demographics through styles of clothing, models, and inclusion or exclusion of pricing information to either broaden or focus the target audience. The goal is to build brand allegiance and encourage consumption.

1. MARXISM
THEORY
Question one analysis

2. • Marx is seen as one of the most influential modern thinkers. He
is known to be the founder of the modern study of history,
sociology and economics. He has anger against capitalism as he
feels it destroyed its own markets.
• Wages are at a minimum to make sure that maximum profit is
ensured, but this means that people cant afford goods, so
supply then becomes greater than demand. By making our
clothes cheap we have made our audience feel the needs for the
goods. This then is feeding money back into the system which
the supports low wages by encouraging the market to buy a lot
of cheap goods.

3. • We needed to make sure that we showed
that the quality of the clothing were good
quality and that the audience would look
good in them. We did this by having close ups
of the clothing to make sure that target
market could see the high quality material.
But also by that model looking happy in the
clothes will make the audience want to buy
them. We could argue that we are
supporting marx and injecting a fetishism
because we will then be focusing on the
material worth to distract from the true
state of oppression and the needs of
creativity.
MATERIALISM

4. • We wanted our audience to be
educated on the new items which
are brand is selling. Our audience
want to be able to interact and be
distracted from their daily lives and
troubles to see what is new on the
media, this is why we are showing
the new range of clothes. We then
control the distribution of ideology
which then controls the multitude.
The close ups in our adverts are
then distracting the audience. We
can apply the uses and
gratifications theory here of
entertainment and information as
we are keeping them
entertained/distracted from their
daily lives by giving them new
information which they want to
know about the brand.
AUDIENCES
NEEDS

5. • The bright colors, quick cuts, high
key lighting and the upbeat music
in the day, night and sponsorship
adverts connote this happiness
and fun to the adverts. We want
to make sure that we are
distracting the audience from
their day to day lives. And making
them feel good about themselves.
By having a large range of shots
with bright colors and different
style of adverts allowed us to be
able to target a larger verity of our
target market and allow them to
connect with the model. Again we
did this by having two different
models with two different body
type modeling the clothing.
AUDIENCES
NEEDS

6. • Class controls the mode of
production also controls the state.
Political life is an illusion between the
owners of the means of production.
We decided to target our brand at
the income bracket of C2-E. we will
be having our brand on the TV and
radio stations where they will be
most likely to be watching/listening
so channel fours sister company E4
and Capital FM. The owners of the
means of production control the
distribution of goods and ideology to
the C2-E income bracket, and fools
them into thinking they are getting a
good deal for the amount of money
they are paying for the clothes.
CLASS

7. • We need to make sure that we offered our clothing at cheap
prices because we put the prices on screen. Workers are paid
just enough to sustain a system which oppresses them, and
fools them into believing it is a ‘common sense’ approach and
then spending money on our products. By having the prices
on screen it meant that it showed our audience directly who
the clothes were for and the type of brand we are. We went
against this is the sponsorship advert as we didn’t put the
prices on screen and showed more evening outfits. This could
have been seen as showing more expensive clothing and not
telling the audience all they need to know about the brand.
However, this may then lead a new target market towards
our brand, e.g. income bracket B-C1. But as we know its
sponsoring a program which has the same target market as
us we will then know that they will be watching our advert.

8. • By having the prices appear on screen was a good
way to help us tell our audience that the clothes are
cheap without featuring a voice over which our
target market doesn’t want. We wanted to make
sure that our audience can see the low prices of the
clothes because it will allow them to know what
type of brand we are, which is a brand for students.
The bright colors e.g. the shots in front of the blue
door and the red phone box, allows us to distract
the audience from their day to day lives. The target
audience will then use our advert to be socially
interact because of the low prices which we offer.
We are offering our audience false needs which then
distracts our audience from the real things which
they should be doing better to change in society.
We can apply Commodity fetishism which means
that social relations and cultural experiences are
objectified in terms of money. Which means that
our market are delighted by something because of
how much it cost.
DAY AND
NIGHT
ADVERT

9. • We went against Marxist in the sponsorship advert
because we didn’t have the prices on screen, and as
we are showing high quality clothing by the close up
shots and quick cuts it then means we are
advertising to our target audience. However,
because we are then having it sponsoring Gossip Girl
who has the same target market as us it will then
allow us to be able to still let our target market
know that we are for them. We feel as though we
should have put some prices on screen because it
will then allow the target market more information.
By not including the prices on screen we then
challenge Marxists idea the emphasis is put onto the
free market and consumer good, so that the
proletariat are part of the system as we aren't
focusing on the process of buying and selling
clothes.
SPONSORSHIP
ADVERT

10. • Within our radio advert we made sure that we
showed who our target market was and the
prices of the clothing. We didn’t say the prices
but we spoke about the clothes e.g. ‘is great for
us UNI students who cant fund our shopping
addiction’. By then saying “who cant fund…”
allows the audience to connect with our brand
because they have limited earnings. This links in
with Marxists theory that people are working
hard but aren't earning enough for the amount
of work they are doing to be able to afford the
luxury items that they want to. This then means
that our market will work harder and then
sustain the system which they work in .
RADIO
ADVERT

11. • This is all about the idea that we think that we are
well off and privileged but this is how the working
class can develop its own hegemony as a strategy
to control the State. Nevertheless, Gramsci stated
that the only way to perform this labour class
control is by taking into account the interests of
other groups and social forces and finding ways of
combining them with its own interests. We have
done this by featuring the many different styles
and of our target market as we are then taking
note of their wants and needs. Whereas in our day
and night adverts by having the cheap prices on
screen we make our audience feel good because
they can afford this high quality clothing. This
means that we are then building up a network of
alliances with the social minorities who will then
feel like they are linked with our brand and only
buy their clothes from us.
HEGEMONY