Influence of advertising

    AQA
    GCSE

    The sociological study of advertising examines its function as a primary agent of socialization and a mechanism of social control within capitalist societies. Candidates must analyze how advertising constructs consumer identities, reinforces gender stereotypes, and generates 'false needs' (Marcuse). The scope includes the transition from informational promotion to the branding of lifestyles in a postmodern, media-saturated culture. Analysis should cover theoretical perspectives on the media's power to shape ideology, specifically contrasting Marxist views of manipulation with Pluralist concepts of consumer sovereignty and Postmodernist ideas of hyperreality.

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    Objectives
    4
    Exam Tips
    3
    Pitfalls
    3
    Key Terms
    4
    Mark Points

    What You Need to Demonstrate

    Key skills and knowledge for this topic

    • Credit responses that explicitly link advertising to the process of secondary socialization and the transmission of norms and values.
    • Award marks for the application of Marxist theory regarding the creation of 'false needs' and the maintenance of capitalism through consumption.
    • Candidates must analyse Feminist perspectives on how advertising reinforces patriarchal ideology through gender stereotyping (e.g., the 'beauty myth').
    • Reward the use of specific concepts such as 'pester power', 'consumer culture', and 'role modelling' when explaining the impact on family dynamics.

    Marking Points

    Key points examiners look for in your answers

    • Credit responses that explicitly link advertising to the process of secondary socialization and the transmission of norms and values.
    • Award marks for the application of Marxist theory regarding the creation of 'false needs' and the maintenance of capitalism through consumption.
    • Candidates must analyse Feminist perspectives on how advertising reinforces patriarchal ideology through gender stereotyping (e.g., the 'beauty myth').
    • Reward the use of specific concepts such as 'pester power', 'consumer culture', and 'role modelling' when explaining the impact on family dynamics.

    Examiner Tips

    Expert advice for maximising your marks

    • 💡When answering 12-mark questions, ensure every paragraph follows the PERC structure: Point, Explain, Reference (Theory/Concept), Critique.
    • 💡Explicitly use the 'Item' provided in the question; quote the specific phrase that triggers your sociological point.
    • 💡Do not just describe an advertisement; explain its function as a mechanism of social control or socialization.
    • 💡Allocate 15 minutes strictly to the 12-mark 'Discuss how far' questions to ensure sufficient depth of evaluation.

    Common Mistakes

    Pitfalls to avoid in your exam answers

    • Providing psychological or personal explanations of advertising effects rather than sociological analysis of structural impact.
    • Confusing the 'media' generally with 'advertising' specifically without making the distinction in the mechanism of influence.
    • Failing to contrast theoretical perspectives (e.g., Functionalist view of economic function vs. Marxist view of exploitation).

    Key Terminology

    Essential terms to know

    Likely Command Words

    How questions on this topic are typically asked

    Identify
    Describe
    Explain
    Discuss how far
    Examine
    Evaluate

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