Represenations In Tide

Question 1

What does having a full face of makeup and hair perfectly styled signify?

Answer 1

She has a full face of makeup and her hair is perfectly styled signifying that appearance is important for women.

Question 2

What does her smiling facial expressions signify?

Answer 2

Her smiling facial expressions paired with her hugging the box and the hearts signifies she loves Tide and housework. Which was a typical representation of women in the 1950s

Question 3

What were positive representations of women there to do?

Answer 3

Encourage more women to willingly return to their domestic lives after the war.

Question 4

What makes her seem powerful?

Answer 4

The image is large in size and dominant in the frame making her seem powerful

Question 5

Who would her powerful representation appeal to?

Answer 5

Powerful representations would appeal to target audience of post war women.

Question 6

Who does the advert have an intertextual reference to?

Answer 6

Intertextual regency to Rosie the Riveter might represent represent women as being strong, empowered and capable

Question 7

How does this advert reflect Van Zoonens ideas?

Answer 7

Reflects her ideas that women are often shown as being domestic - challenges ideas that women are often sexualised in the media

Question 8

Who does the advert fail to represent?

Answer 8

The advert fails to represent non-white women reflecting hooks idea that white women often idealised in the media

Question 9

What might women in the avert be seen as?

Answer 9

A role model - helping to construct ideas about female identity.

Question 10

How does Gilroys theory link to the Tide advert?

Answer 10

He said white people represented as powerful and people from ethnic backgrounds are often marginalised.

Question 11

How does the advert show things in an unreal way?

Answer 11

It’s illustrated to create escape for audiences rather than a real picture as the reality of post war Britain wasn’t particularly appealing for many.

Question 12

What may the misrepresentation of women be due to?

Answer 12

The predominately male ownership of media companies

Question 13

What. May bidding feminists see this advert as?

Answer 13

quite sexist

Question 14

Which company launched Tide?

Answer 14

Procter and Gamble - it quickly became the brand leader in America, a position it maintains today.

Question 15

How did they build audience familiarity with Tide?

Answer 15

Through print and radio advertising. Both media forms used the ‘housewife’ character and the ideology that its customers ‘loved’ and ‘adored’ Tide.

Question 16

What happened in the post-war boom?

Answer 16

Consumer boom, Rapid development of new technologies for the home designed to make domestic chores easier.

Question 17

What is conventional about print products in the 1950s?

Answer 17

Conventionally use more copy that we’re used to seeing today.

Question 18

Describe the color pallet in the poster?

Answer 18

Bright primary colors connote the positive associations the producers want the audience to make with the product.

Question 19

What font is used?

Answer 19

Sans Serif font in the headings, subheading and slogans connoting an informal mode of address. Reinforced through the comic strip of the two women talking abut the product using informal lexis (“sudsing whizz”)

Question 20

What font is used for the more technical information?

Answer 20

Serif font connoting the more ‘serious’ or factual’ information that the bullet point list includes.

Question 21

How is suspense created?

Answer 21

Suspense is created through the “What women want” and emphasized by the tension building use of multiple exclamation marks.

Question 22

What does the women’s gesture codes connote?

Answer 22

Connotations of love and relationships, this is what women want in addition to clean laundry.

Question 23

How is hyperbole used?

Answer 23

Through words such as ‘Worlds whitest wash’ ‘Miracle’ etc are used to oppose the connoted superior cleaning power of Tide to its competitors.

Question 24

How are binary oppositions created in the poster?

Answer 24

Through ‘Tide gets clothes cleaner than any other washday product’ reinforces the conceptual binary opposition between Tide and its rivals and inferior.

Question 25

What do the intertextual references to Rosie the Riveter challenge?

Answer 25

Challenges the stereotypical view of women being confined to the domestic sphere, something society needed at the time as traditional ‘male roles’ were vacated as men left to fight.

Question 26

How did advertising change in targeting women after the post-war boom?

Answer 26

Stereotypical representations of domestic perfection, caring for the family and serving the man of the house became linked to a more modern need for speed, convenience and a better standard of living than the women experiences in the pre-war era.

Question 27

What does the women wearing a headband connote?

Answer 27

she’s focused on her work, though this is perhaps binary opposed to the full face of makeup.

Question 28

What do women in the advert act as? (Gauntlet identity theory)

Answer 28

Women act as role models of domestic perfection

Question 29

Who is the target audience of Tide?

Answer 29

Affluent, lower-middle class women due to their supposed need for innovative domestic products. Even after the war domestic products continued to be aimed at female audiences.

Question 30

How are females audiences constructed?

Answer 30

Through the adverts use of women with whom they might personally identify with. Young women are likely to be married with young families (clothing belonging to men and children on the washing line creates these connotations.)

Question 31

What is the preferred reading of the Tide poster?

Answer 31

Tide provides solutions to the audiences domestic chore needs. (‘miracle’, ‘nothing like’)

Question 32

What is the hegemonic encoding of this power?

Answer 32

Tide has what women want - the primary message that should be received

Question 33

What does the Tide advert aim to cultivate (Gerbner)

Answer 33

-This is the brand leader
-Nothing else washes to the same standard as Tide
-Desirable product

Question 34

What would Gerbners theory of repetition argue?

Answer 34

The repetition of key messages causes audiences to increasingly align their own ideologies with those in the advert. (Creating a product that goers into more American homes than any other washday product)