Tide Flashcards
Bright primary colours
Eg red, yellow, blue (Tide colours)
Connote the positive associations that the producers want the audience to have with Tide
Sans-serif font
Seen in headings, subheadings and slogans
An informal mode of address
Personalises the advert
Comic strip style image
Bottom right hand corner
Stereotypical representation of women being gossipers who can only converse about domestic life
Also shows the social interaction that the product may offer
Serif font
The technical details of the advert are in this font connoting the more serious/factual information
Dress code (Barthes)
Stereotypical 1950s hairstyle of waves, rollers and curls, adhering to beauty standards
Short hair = practical for war time factory work - connoting that domestic work is equally as important as paid jobs
Intertextual references
Rosie the riveter - the main female wears a red hairband and is in a similar gesture code. A campaign to recruit women into factory/farming work during the war. Producers trying to push women back into domesticity.
Connotes hard work which creates a binary opposite to her have makeup - showing how they were expected to be perfection
Stuart Hall “conceptual road map”
The images of domesticity form this as it shows that women jobs are to create domestic perfection.
The scenario presented may reflect audiences own lives
Gauntletts identity theory
Women in the advert act as domestic perfection - the audience may want to construct their own identity against this
Van Zoonens feminist theory
It contradicts her argument that the media contributes to social change as Tide presents stereotypical representations of women - at a time in which women were becoming more free
bell hooks feminist theory
There is a lack of diversity in the advert, only lighter skinned women are seen in the advert showing how they are considered as more desirable, and therefore role models
Gilroys post-colonial theory
There is a lack of ethnic diversity, which reinforces colonial power which was socially changing at the time
Gerbners cultivation theory
Cultivates the idea that Tide is brand leader - it is desirable and superior for women “miracle”
Indirect mode of address
The woman is focused on her Tide box, connoting the prime importance of her relationship with Tide
Lexical fields
“trust”, “truly safe”, “miracle” suggest that although Tide is a new product it provides solutions to the audiences domestic needs.
Also suggests that it is almost magic, creating the perfect family home for all (but especially the husband) to relax inside of.
Hearts above woman’s head
Barthes - symbolic
Connotes woman’s love and reliance on Tide but could reflect the fact that as Tide helps woman reach domestic perfection - it maintains a stable relationship with her husband too.
