Cultivation Theory	Main image is holding tight to a tide box – people who watch more this advert are more likely to be influenced and be willing to buy the product as they will be bought to believe it is essential in their everyday life	People who watch more television are more likely to bump into this water aid advert, and so be aware of the situation in Africa, they are the ones who are going to be more influenced by it and so believe that in Africa people live in harsh sitiations. They are also the ones who are more likely going to be willing to dnte the money, as they see the advert on a regular basis, and so are really influenced by it.
Reception Theory	This advert is encoded by the opinion leaders who want the audience to believe that this product is essential. It is then decoded by the audience in 3 different ways 1 – dominant – the audience believes it is essential, they agree with the opinion leaders and they will be willing to buy the product 2 negotiated – audience will believe it is a good product but not essential, and will not be as  dissapointed if they can’t get their hands on it. 3- oppositional – by viewing this advert the audience will disagree with it, and in this case believe that it is a bad product not worth buying. Women will not love it but hate it.	This advert is encodd by opinion leaders, who what to show how the people living in England can give joy and happiness to the people living in Africa just by donating 2 pounds. The audience can then decode this in different ways: Dominant – believe what the advert says. Understand that the situation in Africa si very harsh, and donate some money to help them get water and survive. Negotiated – understand that there is a bad situation in Africa, but not in all Africa, just some parts of it Oppositional – believe tha  what the advert is showing is all a lie, and the company is just asking for money for themselves to make a profit.
Hypodermic Needle Theory	Media changes’ audiences’ opinion. In this cas, if the audience thought tide was a product not worth buying, as it was not perfect and effective in cleaning, this advert will make them change their mind. Through the use of images and colour this will highlight to the audience how effective the product is and it will make them believe it is the best product on the market.	Media changes’ audiences’ opinion. In this case we can see a young girl who is working hard. People may believe that those who livein Africa are all weak and dyingand don’t do anything to try and achieve a better situation. In this advert Africans are potrayed as hard working people, who are tryin their best to live a happy life, and they just need a little help from us, as they lack from theprimary resources. This will make the audience in bitain more willing to help them, as they are seen as hard working and trying to do their best.
Uses and Gratification	The audience chooses what they want to watch. In this case it could be for: 1 – identity – they look up to the actress (the main image and protagonist of the advert) . they learn from her and since she is seen to be using the tide product ,and loving it, the audience will want to purchase it as well to try and be like her. To be informed – they might want to be informed about the tide product and learn as much as possible berfore purchasing it to know they have made the correct choice. For social interaction and integration – if many women buy the product, then other audience might want to buy it to fell integrated and part of the group.	Audice chooses what they want to watch 1-    Identity  they see people working hard and a young girl singing – they will want to be like her, so start getting up and do things. Maybe start singing? 2-     be informed and educated – thid advert is seen to give you statistics on the people dying in Africa and the money needed to save them 3-    Be entertained – can make the audience think deeply about their situation and how lucky they ae compared to the people who work ard all day trough harsh conditions. It shows them how some things that we give for granted like water are actually really hard to get in other countries. 4-    Social integration – they wathc it so that they have something to talk about eith others later, 5-    Escapeism – to try and picture themselves’ in the protaginist’ life and understand what she is going through as long as they are watching the advert. They escape their own problems, and in this case they understand that their problems are much more irrelevand compare to not having some primary sources like food or water.
Two Step Flow Theory	The opinion leaders what the audience to believe that tide is a good product which women can’t llive without. This will influence them and so the women themselves will believe the product to be the best thing they can possibly buy, and they will be wanting to purchase it.	Opiion leaders throught his advert are trying to encourage people to donate money. They are trying to portray Africa as acountry in desperate need of help, but also as a country who knows how to look after themselves and how to find happiness throught he small things in life – children smiling and playing. This will influene the viewers , anf they will start to think as the opinion leaders.