Professional Documents
Culture Documents
Tide Fact Sheet EDUQAS
Tide Fact Sheet EDUQAS
1
A Level Media Studies – Set Product Factsheet
2
A Level Media Studies – Set Product Factsheet
Cultivation Theory - George Gerbner for its female audience; and its “miracle suds”
• Advertising developed significantly during are an innovation for the domestic washing
the 1950s and this theory, developed by market. Gerbner’s theory would argue that
Gerbner in the early 1970s, explains some the repetition of these key messages causes
of the ways in which audiences may be audiences to increasingly align their own
influenced by media texts such as adverts. ideologies with them (in this case positively,
• The Tide advert aims to cultivate the ideas that: creating a product that “goes into more American
this is the brand leader; nothing else washes to homes than any other washday product”).
the same standard as Tide; it’s a desirable product