Marxism

Marxist theory can be applied to any text that is about consuming other products - adverts, promotional material
Marxist critics would be interested in texts that -
-promote consumerism
-support and perpetuate capitalist ideology
-maintain existing system of power

Developed by Karl Marx and Friedrich Engles, co-writers of Communists Manifesto  in 1848
They looked for logical and scientific explanation in society, instead of spiritual and religious ones

Saw history, not as a succession of Monarch and Dynasties, but as a continued power struggle between classes
Classes are defined by their production rate in their work
Saw the main struggle was between Capitalist (Manufacture) and the Workers etc.

Ideology- values and outlooks shared ideas by a group of people
Louis Althusser defined it as a system of representations (images, myths, concepts...)
...At the heart of a given society; in other words, a "world view" or "class outlook."

Dominant ideology in one which works in the interest of ruling class, keeping them in power Capitalism  works since it makes us believe we can't change who we are, and cannot change our class, so in forth preventing a change, sort of like in my own media text the character could not change the social class he is in, leading to his wife's death, so forth sets out to change this and leading in a battle, just like Marx claims history to be a battle of classes.

My own product is a Capitalist product, and going against Marxism since I am making my audience see it, by persuading them and brainwashing them through adverts, posters and trailers so that I can persuade them  to part with their money and spend it on my own product, henceforth making me and the production and institution companies more rich, everything that Marx was against.
Antonio Gramsci called this form of social control, Hegemony.

Capitalism
Based on drive of owners of means of production to maximize profits for company
Modern Industrial Capitalism belief is that pursuit of individual economic self-interest (making money for yourself) will bring benefits for society in general

Marxism sees it as exploitation of one social class, the worker, by the manufacturers

"Greed is good, Greed is right, Greed captures the essence of evolutionary spirit. Greed has marked the upward of Surge of mankind"
                - Gekko  in Wall Street (Oliver Stone. 1987, US)
Advert
Marxist critic would note that it does nothing to promote the working class, the ones behind the actual ad, who spent hours in making and putting the product together for the rest of the world to view or buy.

This is true since in all trailers and adverts we are barely given the name of the workforce that was behind the actual manufacturing of the product, just like in my own trailer I am not giving any recognition to myself as the producer and the director, I am only leading my audience into actually viewing my trailer and eventually going forth to watch the film. The only time the director, me, gets recognition is on the poster, since I am trying to sell the film using the Directors success and popularity.

Ideological terms - ads promote consumerism and assumes people are naturally accuistic

Magazine
-What Ideology lies behind the text?
Buy the magazine, watch the film, it is a must see, techniques that bring the audience to watch the film since it  is a must see will mean that a lot of the audience and the target audience of the film will want to see as well as making a few being left out of this group and having nothing to talk about if they have not seen this film, as well as not realising the importance of this film from the reviews within the magazine or the initial reaction from everyone else
-How is the magazine consumed?
See it, Pick it up, Flick through it for interesting articles and pages, Buy it and then go home to read through the articles.
To be able to do this I have made sure to make the magazine cover as eye catching as possible for them to pick it up and even have a flick through eventually leading to an article that leads them to buy the magazine, even if it is a subscriber cover, I am intending to make the audience feel left out since the limited edition to subscribers can have the effect of making the consumers feeling left out and not special enough, because of them not being a subscriber.
-How does the text contribute towards hegemony(social control)?
The text promotes success and reinforces the ideology of life becoming enriched if the general public sees this film.

In my own text I am leading the audience to buy into this genre or style of film making by teasing them with the best bits, as well as the action and explosions from the film to build an interest within them as well as a fan base that will lead to a great opening weekend for this film if it were to be real and backed up by a company or one of the majors of Hollywood

Buying and Selling
We are no longer buying just the product that is being promoted, but the brand as well, my audience are buying into my film but especially the brand as in the animation and the action genre.
The film can be sold upon the Directors reputation to self the film as well as the actors, just like in my own product I am selling my media text on the Directors name.
In aligning our identity and the brands identity, we buy into its ideology.
Nike ideology is clearly Capitalism
Nike no longer sees itself as a sports shoe or clothing manufacturer, but as a brand, a way of marketing and selling products
My own product could also be a Capitalist text
Since in some sense it can be seen as a brand, a way of marketing and selling products since not only will the film be a way of taking money from the audience as well as the synergy connected with the film, the toys, bed sheets etc. henceforth creating an entire brand of products from this one film in real life.