The messages imparted through mass media effect individuals on various interpretative levels through the placement of semiotic codes. Media education and media literacy is important in education in order to understand how and why media shapes cultural beliefs on a macro scale as well as on an individual level. As media and society are intrinsically linked, media must be understood in order to utilise it within a given culture. Secondly the narrative acts ideologically within the genre of the advertising theme, specifically the toy narrative.
Narrative provides a framework within which conventions of the advertising genre can unfold.
The genre utilised in this media analysis is that of advertising and more specifically toys. Upon locating the genre the text becomes contextualised and therefore assumptions can be made regarding the audience of that text. These assumptions are culturally defined perspectives that adhere to the principles of the receiver as they have been shaped by the media. Within this text the receiver can identify three indexical signs. The first indexical sign is that of the boy child.