Key Theory 7- David Gauntlet- Theories Of Identity.

Key Theory 7- David Gauntlet- Theories Of Identity.

Gauntlet believed that despite many negative perceptions of the media audiences are capable of constructing their own identity through what they see on television. Additionally, he writes there are now many more representations of gender than the traditional "gender binary."

Roles/characteristics of women:

• Lots of make-up.
• Emotional.
• Skinny.
• Weaker than men. 
• Earn less money than men for the same job.
• Domestic.
• Take more care over their personal hygiene. 

Roles/characteristics of men:

• Strong.
• Hides their emotions.
• Good leaders.
• Attracts lots of women.
• Bread winners.
• Competitive.
• Physically demanding jobs. 

Charity Advertisement:

What is the purpose of a charity advert?
The purpose of a charity advert is to convince the audience that they can make a difference if they donate money. This makes the viewer feel empowered and important because they have helped the charity.

How do charity adverts work?
Charity adverts work by using guilt to convince the viewer to donate. They shock the audience by showing harrowing images and films as the before picture. After this, the advert will address the audience directly and show happier images of the charities work. This makes the audience feel validated because they can help the charity and be the change the world.

What mode of address do they take?
These charity adverts will almost always directly address the audience because they want them to feel that they are the change that the charity needs to help them. They aim to make the audience feel guilty and responsible for the suffering shown in the charity's advertisement.

What conventions do they demonstrate?
The conventions that advertisements demonstrate are used to shock the audience and prove how badly the charity need help. This tactic has been used to make the audience aware of the statistics behind the charity. This makes the viewer more likely to donate money because they will be able to relate the people in the advert, thus feeling more guilt. Advertisements will also tell the viewer what their money will go towards, making them feel that they are truly making a difference to this charity.

NSPCC Advertisement.

The advertisement for the NSPCC uses an emotive sound track behind the narrator's voice. This sets the tone for the advert and evokes emotion in the hearts of the viewer. The narrator's lexis suggests that he is begging for the audience to donate money "Please open up you eyes and your hearts." The lighting used in the video is low-key and dull, reenforcing the sadness of this advertisement. The words on the screen have been used to create shock factor. They show the audience a phrase such as "Tommy doesn't tell his parents anything." to suggest that the child is at fault and has been naughty. After this the narrator's uses a powerful voice to and reveals "His abuser says he'll come and get him if he does." this distresses the audience and makes them want to act. The target audience of this advertisement is adults because they will relate to the advert because they wouldn't want their own children to be abused.



This advertisement from Care International UK is trying to help children in underdeveloped countries gain safe drinking water. The advert uses the phrase "drink problem" because it is commonly used by the general public, however it has been used in a different context. By using this well known phrase next to the image of an innocent child, the charity want to stop the audience and make them take a deeper look at the facts and statistics that the charity provide.