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Reading the media essay (Module 1 Key Concepts) In any television advertisement, without realising it, us as an audience are sub-consciously being dictated to. An advertisement aims to advertise something to us, be it a product or a service. The advert will contain a variety of stereotypes in the form of representation, values and ideology. These stereotypes are conveyed to us, the audience, by media language, narrative and genre, and a media institution governs all this. It is we, those that are aware of the power of the media, that can see that these key concepts can be used to identify just how and why we are being manipulated. The aim of any advertisement is to make a sale as a result of being advertised to, in order to do this successfully; the media must create an advert that makes the product seem appealing and something that the audience will want. ...

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