tide Flashcards
1
Q
product context
A
- launched by Proctor and Gamble in 1946
- quickly became brand leader in America
- DMB&B advertising agency made ad
2
Q
the 1950s historical context
A
- the tide advert was produced in the post-WWWII consumer boom
- rapid development of new technologies for the home eg vacuums, fridges, microwaves, as well as products linked to them eg washing powder
3
Q
cultural context
A
- print ads from 1950 conventionally used more copy than today
- customers needed more info
4
Q
appearances of woman
A
- she has a full face of makeup
- hair perfectly styled
- signifies that appearances are important to women
- represented in idealised fashion - typical of advertising - women as perfect - aspirational image for audiences
5
Q
dress codes
A
- stereotypical 1950s hairstyle made fashionable by contemporary stars (Veronica Lake, Rita Hayworth)
- headband: practicalities of dress code for 150 women, also links to Rosie the Riveter, binary opposed to makeup
6
Q
housewive
how is she presented?
A
- smiling facial expression paired with hugging (gesture codes) and symbolic hearts signify that she loves tide and housework (Barthes semantic code)
- typical representation of women in 1950s
7
Q
why were housewives presented positively
examples of this
A
- were created to encourage more women to willingly return to domestic lives after war
- image of woman is large in size , dominant in frame - seems powerful - women were target audience
8
Q
Rosie the riveter
A
intertextual reference - represent women as being strong, empowered, and capable
9
Q
liesbet van zoonen
A
- ad reflects her ideas that women are often shown as being ‘domestic’
- challenges her idea that women are sexualised in media
- reflects her idea that representations are dependent on historical/ cultural context - was uncommon to sexualise women in 1950s
10
Q
bell hooks
A
- ad fails to represent non-white women, reflecting hooks’ ideas that white women are considered more desirable
11
Q
paul gilroy - ethnicity and post-colonial theories
A
- reflects his ideas that white people are presented as powerful, and people from ethnic minorities are marginalised
12
Q
female audiences response to ad
A
- women in ad may be a role model of domestic perfection, help construct ideas about identity (David Gauntlett)
13
Q
analysis of poster - codes and conventions
A
- z-line composition
- bright primary colours (connote the positive associations the producers want audience to make w product)
- headings, subheadings, slogans: sans-serif font
14
Q
mode of address
A
- sans serif font - informal
- reindorced with comic strip style image - two women ‘talking’ ab product using informal lexis (sudsing whizz)
- ## technical details written in serif font, connoting ‘factual’ info - provides reassurance
15
Q
Claude Levi strauss structuralism
A
‘nothing like Procter and Gamble’s Tide’ reinforces conceptual binary opposition between Tide and its commerical rivals
