Representation of youth: Project Sunlight

Representation of youth case study, based on Unilever's Project Sunlight campaign

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  • Created on: 28-02-15 15:40
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Case Study Unilever
Name/date text printed or released: Unilever Sunlight project, 2014
Purpose of text (inform/entertain etc.) and genre: Inform
What is being represented? Youth
Targeting: I would say that the primary target audience for the text would be teenagers of
both genders. This is because it gives a positive representation of youths, showing them
as confident and able to make a difference. The advert aims to show teenagers what they
can do and that they can help and do something ­ you don't have to be an adult. The
secondary audience would be parents of teenage children, as the advert may inspire them
to encourage their children to stand up for what they believe in in order to improve their
own future and the future of others across the world.
Uses and gratifications: The advert would satisfy personal identity, because it shows how
we have just as much power as anyone else when it comes to making the future better,
regardless of where we're from, how old we are or what we believe in. also, I think the
advert could be used as a basis for conversation and debate, and so it would satisfy social
Young and Rubicam: I think the advert would appeal to the mainstream and to the
reformer. The teenagers shown are reformers themselves as they are breaking a trend. In
addition to this, they are an inspiration and would appeal to an aspirer.
Preferred, negotiated and oppositional readings with reasons: The preferred reading would
be that the teenagers are an inspiration to their own generation and generations of the
future to stand up and make a difference as they are ignoring the views that they should
keep their heads down. The negotiated reading would be that they are making a difference
but people won't listen to them because they are children. The oppositional reading would
be that they are interfering in something that doesn't really concern them and they should
concentrate on what really matters.
How the audience are positioned to respond: The audience would respond positively as
the advert only offers a positive representation.
Mass or niche: The advert would appeal to a mass audience as it is on during the daytime,
and a range of cultures and identities are being represented. In addition, the advert is very
politically correct, meaning that it is inoffensive and that a number of people could relate to
it and appreciates the messages.

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Stereotyping: A number of stereotypes are represented in the text in order to help the
audience to quickly identify with the teenagers so that they can focus on the message
being carried. Firstly, Grace Jones is a stereotypical English girl. She speaks with RP,
which is considered the norm for people that are not from Britain as it is the most widely
used and recognised form of the English Language.…read more

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Todorov's theory:
Propp's theory:
Strauss' Binary oppositions:…read more


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