Component 1: Section A - Media Language and Representation - Tide Print Advert

Question 1

Give at least three examples of where visual codes can be seen in the advert.

Answer 1

At least three from the following:

1) Setting on a beach where the product is called Tide.
2) A woman cleaning and hanging out the washing.
3) White clothes - shows that Tide makes clothes clean.
4) Young child.
5) The product itself.

Question 2

Give at least one example of where technical codes can be seen in the advert.

Answer 2

At least one from:

1) The camera is following her (tracking shot).
2) Close up of the Tide packaging.

Question 3

Give at least two examples of where audio codes can be identified in the advert.

Answer 3

At least two from the following:

1) A male voiceover.
2) Woman singing
3) Harp sound (contributes to the idea of heaven).

Question 4

Give at least one example of where written codes can be identified in the advert.

Answer 4

At least one from:
1) Font is thick and wide.
2) Childish and friendly font which is not aligned
(sans serif)

Question 5

How are women represented in the advert?

Give at least three examples

Answer 5

At least three from the following:

1) Idealistically - flowing white dress, make up and heels in the garden.
2) Delicately - welcoming and open women.
3) Unnatural - it is not natural for a women to hug a washing product box.
4) Cartoonish - they are drawn not photographed.
5) Feminine - wearing a polka dot dress.
6) Elegant - bright red lipstick and makeup.
7) Perfect - wearing makeup even though they are doing domestic chores.
8) Stress free - they only have the washing to worry about - this is a contrast to nowadays where women have more to worry about.
9) Happy - bright red lipstick and a glowing face.
10) Domesticated - washing line, clothes line.

Question 6

What happened as a result of the consumer boom?

Give at least three examples.

Answer 6

At least three from:

• There was job stability.
• The home was an important part of the family - many babies were born in the 1950s.
• New houses were built with new technology.
• People no longer need to venture into cities - essential places such as post offices came to more rural locations.
• Credit cards became available - people could afford to buy what they wanted because they could pay the bill later.
• New cars came about - the American’s thought that the better car you had the better of a person you were.
• Shopping malls had lots of parking and hotels were equipped to cope with lots of people - all introduced to cope with the mobile America.
• TV came about.
• Large numbers of young people could stay in school instead of getting a job to help their families.

Question 7

What elements are being used in the Tide advert?

Give at least three examples.

Answer 7

At least three from the following:

• Shapes
• Fonts
• Colours
• Words
• Lists of instructions
• Speech bubbles
• Punctuation
• Pictures

Question 8

How can the image of the woman hugging the Tide box be unpicked?
Give at least three examples

Answer 8

• The fact that the woman is hugging the Tide box suggests that the product is being turned into a lover and that she loves the product.
• The woman is idealistic - she has her hair and makeup done.
• The hearts are soft pink in colour - suggests that the product targets women.
• The polka dot dress is typical of the 1950s and could show the vulnerability of women.
• The circular motif on the packaging could have been used to make sure that women remember the product and use it. It could also suggest hypnosis as a way to make women remember the product.

Question 9

How can the Good Housekeeping seal of approval be unpicked?

Answer 9

• It is a seal of approval which suggests that the product does what it says it will and is trusted.
• Women are persuaded to purchase the product as a result of its seal of approval from a trusted body.

Question 10

How can the listing be unpicked?

Answer 10

• The lists break it down - suggesting that women cannot understand full sentences and need simple lists to help them to understand.
• The lists highlight key words so women understand - suggests that they cannot always understand.
• The use of superlatives such as cleanest suggests that Tide is the best product available which would persuade women to purchase it.

Question 11

How can the comic strip be unpicked?

Answer 11

• Women can easily understand comics which suggests that in the 1950s women were thought to be timid and in need to help.
• The high heels are typical of the 1950s and are an impressive dress style in which men like. This suggests that women felt the need to impress their men even when doing the washing.

Question 12

How can the title be unpicked?

Answer 12

• Bold
• Feminine
• Exclamative - stands out so women are more likely to buy the product.
• Sans serif font is used which suggests femininity.

Question 13

How can the part of the poster where the woman is holding the sign be unpicked?

Answer 13

• Reinforces key messages that Tide is a good product.

- The joyful face of the woman suggests that all women enjoy doing the washing.

Question 14

How can the part of the poster which includes the phrase ‘you women’ be unpicked?

Answer 14

• ‘you women’ suggests that women are separate from men, it gives a generalisation of women and suggests that women are often belittled.
• ‘any other’ suggests that Tide is the best product available.

Question 15

SEMIOTICS IN TIDE:

What is denoted in the advert?
Give at least three examples.

Answer 15

At least three examples from:

• Fonts
• Picture of a women
• Polka dot dress - particular to the 1950s.
• A slogan
• Superlatives (cleanest, whitest)
• Gestures and facial expressions
• Comics

Question 16

SEMIOTICS IN TIDE:

What is connoted in the advert?
Give at least three examples.

Answer 16

At least three examples from:

• Red fonts imply love which provides a connection between women and the product.
• Sans serif fonts make the advert feminine and appeal to women.
• That Tide is the best product available.
• Women are enjoying doing the washing for their men.
• Women have been reduced to comics. Women are caricatures.

Question 17

How can STUART HALL’S idea of stereotype be applied to the advert?

Answer 17

• The women are anchored to the font in front of the washing machine.
• ‘you women’ - assumes that women are going to do the washing, do what they are told, and are submissive.
• Slim women - suggests that stereotypically slim women are attractive.
• The feminine font suggests that women need simplicity in order to understand.

Question 18

How can LISBET VAN ZOONEN’S ideas be applied to the advert?

Answer 18

• Women would realise that to be a traditional woman they need to be domesticated.
• ‘you women’ suggests that women are objectified and grouped together.

Question 19

How can BELL HOOKS’ ideas be applied to the advert?

Answer 19

• The women is hugging the Tide box - a replacement for a man - she feels she has to use the Tide box in order to feel happy and loved.
• ‘you women’ - dismissive of women - women must adhere to what men want.

Question 20

How can DAVID GAUNTLETT’S ideas be applied to the advert?

Answer 20

• The woman is a role model for other women as she is holding the Tide box which makes her a role model and then more women are likely to want to purchase the product.

Question 21

What is the advert trying to do?

Answer 21

• Sell the product.

- Make the housework appealing to women.

Question 22

Give at least one example of the context of the world in which the advert was released.

Answer 22

At least one from:

• Consumer boom - changes in technology and people more willing to buy new products.
• People came back from the war to start families.
• Women went back to a domestic role of housework after their husbands came back from the war.

Question 23

When was the product released?

Answer 23

• 1950s.

Question 24

Which opinion leader supported the advert and product?

Answer 24

• Good Housekeeping.

Question 25

What is the purpose and effect of including a visual code of the woman hugging the tide box?

Answer 25

• Symbolizes affection and love for something which suggests to the woman that she is going to love the product. This symbolism makes the product look like a lover.
• Although the box will potentially replace the lover, it will also make her husband happy by allowing her to do the washing with a good product.

Question 26

What is the purpose of using the superlatives on the print advert?

Answer 26

• To show that Tide is the best product and that it will provide key functions that women would desire for their washing e.g. woman will want to make sure that their washing is clean which Tide will allow them to do.

Question 27

What is the purpose of the comic strip?

Answer 27

• Simplifies elements down for women and provides something visual for them to look at. Conforms to the traditional idea that women like pictures to help them understand (stereotypes).

Question 28

What is the purpose of including sans serif font in the title?

Answer 28

• To suggest stereotypical femininity and therefore appeal to women who are feminine, therefore helping women to be persuaded to purchase the product.

Question 29

What is the purpose of the Z line layout of the product?

Answer 29

• Creates a narrative by showing the different stages involved in the washing process, e.g. washing the clothes and then hanging them out to dry.

Question 30

SEMIOTICS:

What is a paradigm?

Answer 30

• A set of choices the producer has to create meaning e.g. the set of colours used.

Question 31

SEMIOTICS:

What is a syntagma?

Answer 31

• The combination of all the elements in order to create meaning (images, font, language etc.)

Question 32

What are the messages of Tide?

Give at least two examples.

Answer 32

At least two from:

• If the woman buys this product and stay at home then they will be happy.
• Housewife’s have a perfect, desirable life.
• Tide is the best product available.
• Tide will help you to make your man happy - the reason for a woman existing is to make a man happy.
• Women have to look their best at all times even if they are just hanging the washing out etc.
• The perfect woman is white - there are no people of colour.