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Case Study

Name/date text printed or released: Aunt Bessie's advert 2009

Purpose of text (inform/entertain etc) and genre: Advertise/persuade

What is being represented? Elderly

Audience Checklist

Targeting: The advert primarily targets busy mums (BD on the socioeconomic scale)
who are juggling families and work. The preferred reading is that the…

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Stereotyping: The advert reinforces stereotypes ­ for example the elderly are often found
to be the subject of a joke, and the women in the advert are presented in a comical way,
for example with the binoculars increasing in size

Conforms to or challenges dominant ideologies: Conforms to dominant ideologies…


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