Hegemony

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Hegemony

 Money Super Market Advert
By the man dressing as a 'stereotypical' woman he breaks hegemonic power. He has a male upper yet a female bottom - Binary oppositions. He is breaking stereotypes which caused outrage





Adidas Advert:

The girl has hairy legs on show of which caused outrage as it is not very 'feminine'. men threatened to rape her as it 'threatened their patriarchy'. They feel threatened because she has a 'masculine' feature and feel the need to get back at her.
Audience response (WaterAid) :

 - Uplifting
- Annoyed
- Heartbroken
- Cynical
- More positive that an average charity advert
- Cute
- Rewarding
- feel good
- Frustration that she's singing in English
- Irritated

Use of the handheld camera makes 

 "By donating money to WaterAid you can make a sad African person happy."

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