SET TEXT 2 - TIDE - Representation Flashcards
SOCIAL CONTEXT:
What happened in the 1950’s?
Men were being targeted for the post-war consumer boom in America’s car industry.
Women were the primary market for the products being developed for the home.
SOCIAL CONTEXT:
What was the view of women in the 1950’s?
Housewives / Mother’s.
They served the men after a long day a work, please the men, care for the men, cook and clean for the men, look after the children etc.
FEATURES ON THE POSTER:
What does the very top line say?
‘No wonder you women buy more TIDE than any other washday product!’
FEATURES ON THE POSTER:
What does it say in big bold letters close to the top of the poster?
‘Tide’s got what women wan‘
FEATURES ON THE POSTER:
What is the woman in the centre of the poster doing?
Hugging/looking up to Tide.
FEATURES ON THE POSTER:
What is the woman in the top right saying and what is she doing?
Her washing machine is broken.
‘No soap - no other ‘suds’ - no other washing product known - will get your wash as CLEAN as TIDE’
FEATURES ON THE POSTER:
What do the 3 bullet points say at the side?
1) World’s CLEANEST wash
2) World’s WHITEST wash
3) Actually BRIGHTENS colours
FEATURES ON THE POSTER:
Who endorses Tide?
Good Housekeeping Magazines.
FEATURES ON THE POSTER:
Which company / who created Tide?
Proctor and Gamble.
FEATURES ON THE POSTER:
What does the woman at the bottom of the poster tell you to remember?
‘Tide gets clothes cleaner than any other washday product you can buy’
How does Stuart Hall’s Reception Theory apply to this text?
Women who accept the stereotypical ideologies will take the PREFERRED READING.
Women who worked during the war, yet know that they ‘belong’ as a housewife will take the NEGOTIATED READING.
Women who worked during the war, and liked the independence they never had before will take the OPPOSITIONAL READING.
How does Stuart Hall’s Representation Theory apply to this text?
The patriarchy was still very much a thing.
Men were dominant over women, which is where the stereotype comes in as women were stereotypically housewives, living under the men’s control, showing the inequality of power.
How does David Gauntlett’s Identity Theory apply to this text?
The media influences how we construct our identities.
Women will see the advert and realise that what they ‘really want’ is the American Dream of a big, tidy, clean house with a husband and children.
How does Liesbet Van Zoonen’s Feminist Theory apply to this text?
Western Patriarchal Culture.
How does Paul Gilroy’s Post Colonial Theory apply to this text?
Civilisation creates racial hierarchies through binary opposition.
The 50’s was a racist time - black women couldn’t achieve the American Dream as they weren’t white middle class women.
They come from a different culture also so their family life would differ.
