Tide Flashcards
Apply van zoonen to tide
Tide offers representations that conform to traditionally aligned patriarchal values. The embrace of the tide box infers women are fulfilled and satisfied with their domestically orientated roles. The models beauty invites a form of readership oriented to the concept of the male gaze - legitimising female submission. The adverts female readers are position to internalise the male gaze and embrace restricted version of femininity which domestic or romance orientated norms are grounded as ideal
Apply bell hooks to tide
The housewife is portrayed as perfect ideal woman. This is reinforced through her fitting beauty standards of the 1950s. This includes her prominent lipstick her blusher and her stereotypically attractive hourglass figure. The selection of a white woman as the main model reinforces a beauty standard of white women.
Bell Hook says the absence of non-white characters helps to exclude non-white groups from the real world power and reinforce to audiences of all ethnic persuasions that norm domestic ideals are those with cultural power couldn’t be anything other than white. The exclusion plays a role in the construction of the social hierarchy where white males dominate
Apply Judith butler to tide
The ad can be seen as emblemic of attitudes towards women in 1950s in western society and conventional for how women were systematically representing in adverts as a whole. It depends that women should be attractive yet modest homemakers who enjoyed domestic tasks and find cleaning products to be a very narrow band of characteristics that was believed all women should conform to. These gender roles have been repeated and reinforced by mainstream patriarchal media and could be argued that long-term repetition of these general roles to a female audience may have caused them to internalise. The depiction of women has been domestic and then act in these ways in order to fulfil the ideals that have been displayed displayed.
Apply gerbeners theory to tide
He argues media tech can influence an audience and their ideas and attitudes.
It can be suggested that tide cultivates ideas of tide being a product purely for women that is a leader within the domestic product industry. As a result of this gerbeners argument was suggest that repeated images throughout the advert constructed through language and imagery could encourage the target audience to possess similar ideas reinforcing female stereotypes of the era and increasing the appeal of the brand.
Apply Bandura to tide
The principles of this theory centred around influence on actions from the media we consume. So it can be suggested that adds like tide can influence women to maintain these positions of housewife and mother rather than contest them as they began doing during World War II.
Apply Stuart hall’s preferred perception theory to tide
Preferred reading - women trust their product and know it is best for the job. For example the advert features an endorsement from good housekeeping magazine which could be argued this would increase trust the target audience having tied due to it being a trusted brand. The language from the ad uses direct mode of address through the imperative remember in the bottom corner and the repeated use of possessive adjectives and personal pronouns such as your wash and you can buy as a result of this the audience will feel direct engagement to the advert
Apply Stuart halls oppositional reading to tide
Some may disagree with the representation of the housewife still being maintained during the 1950s a time with role of women had the opportunity to change.
Some may suggest that a leading cleaning product brand should keep up with the changing roles of women and adapt their branding to reach a wider audience.
Apply gauntlets theory to tide
Although women will understand the advert in its representation of domesticity, they may disagree with it in terms of their identity due to the change of roles for women during the war. It suggests the advert portrayed a role model of the perfect housewives but that may not be the goal for many women at the time anymore.
In comparison, some may identify and wish to be like the female protagonist in the advert as they themselves do wish to be what is seen as the perfect housewife
