Audience Negotiation

Hegemonic Power In These Advert

Adidas Advert

- Received backlash because the model had hairy legs.
- Went against dominant ideology that women should be completely shaved
- She was threatened and received a lot of abuse over the internet, and a lot of men in particular threatened to rape her. Broken Hegemonic rules.

David Money Supermarket Advert

- People complained about it, breaking stereotypes of men
- Advert Producer has decided to challenge stereortypes