TIDE Flashcards
When was TIDE launched and by who?
1946 by Procter and Gamble
What is the historical context of TIDE?
Post ww2 1950s consumer boom leads to new technologies such as vacuum cleaners, microwaves and washing machines and therefore make chores easier
What is a comparative study text that can be linked to TIDE?
WW2 adverts such as ‘Women’s land army’ challenge stereotypical representations of women who are usually confined to the domestic sphere
Who was the target audience for the TIDE advertisement?
Lower-middle class women, readers of good housekeeping
How could Stuart Halls reception theory be linked to the TIDE advertisement?
Indirect mode of address made by main woman connotes the importance of her relationship with the product
Direct mode of address - you women = personal pronouns and imperatives
How can Leisbet Van Zoonen’s feminist theory be linked to the TIDE advertisement?
TIDE is an example of conservative representation (traditional view of women) contradicts zoonen’s theory that media makes social change happen by going against traditions
How can George Gerbners cultivation theory be linked to the TIDE advertisement?
TIDE repeats key messages which makes audiences align their own ideologies with the messages shown
How can Bell Hooks feminist theory be linked to the TIDE advertisement?
Only uses white women - idea that lighter skinned women are more desirable in western culture
How can Gilroys post colonial theory be linked to the TIDE advertisement?
TIDE reinforces colonial power by using only white people
In terms of code and conventions, what font does the TIDE advertisement use, and what does this imply?
Sans-serif font for headings, sub-headings and slogans = informal mode of address
Serif font for technical details connotes more serious and factual information
In terms of codes and conventions, how does the use of colour impact the audiences view on the product?
Reds and blues = patriotic colours, bright so they imply positive associations with the product
How can Roland Barthes Hermeneutic code be linked to the TIDE advertisement?
Suspense is created through the enigma of ”what women want”
How can the Proairetic code be linked to the TIDE advertisement?
Anticipation created through the use of exclamation points
How can a semantic code be linked to the TIDE advertisement?
Connotations of love and relationships with images of hearts & the women’s gestures (such as hugging the washing powder box) associates the product with domestic and romantic happiness
What is stereotypical about the dress code in the TIDE advertisement?
1950s hairdo (shorter, held back with ribbon) - glamorous but practical and connotes housework
