Tide Flashcards
Cultivation Theory
if something is repeated a lot then it can influence us
Modelling & Copycat theory (Bobo Doll)
if people see someone else doing something they are more likely to copy
when was Tide launched?
1946
Who was Tide launched by?
Procter and Gamble in 1946
Why where there more texts in the 1950s adverts?
was the consumer- era audiences needed more information about new products
what do the bright primary colours connote?
intended positive associations with product
example of Hermeneutic Code in the advert?
suspense creates through enigma of ‘‘what women want’’
example of Proairetic code in the advert?
further anticipation created through use of exclamation marks
example of Semantic code?
connotations of love and relationship in images of hearts
What led to new hardware/ software?
- Post WW11 1950s consumer boom
2. leads to washing machines/ washing powder
what did the women do when the men went away for the war?
Step up and take the jobs left by the men
what determined women to help and make weapons for the war?
ww11 adverts ‘women land army’
'’we can do it’’
what did women challenge when they went and took mens jobs?
Steriotypical representations of women confined to domestic roles
what theorists can be used in tide?
- Gerbner- cultivation
- hooks- feminist
- Hall- representation
- Hall- reception
- Gauntlett- Identity
- Zoonen- feminist
- Hall- preferred reading
How can tide support Stuart halls theory of representation?
Domestic images familiar as representation of audiences own lives and shared cultural experiences
How does tide support Gauntlett theory of identity?
Women represented in advert act as role models for audiences to construct their own identity against
How does tide support Gerbners cultivation theory?
Cultivates idea of tide as brand leader (nothing else at same standard, desirable for women ‘‘miracle)
How does tide support bell hooks theory of feminism, Gilroy’s ethnicities and post-colonial theory?
Only young white women used to represent women in tide, this reinforces bell hooks theory that lighter skinned women are more desirable and conform to western ideology of beauty.
Also reinforces theories that media texts reinforce colonial power
Who has a negotiated reading of this advert?
George Gerbner- cultivation theory
preferred/dominant reading?
When audiences respond to the product the way media producers want/ expect them to
Ideology?
A system of ideas and beliefs
What are some intertextual references?
‘Rosie the Riveter’ and the ‘womens Land Army’ poster from WW11
Who is tide targeting?
Younger women, newly married and with young families
What is an aspirer?
People driven by others, care about image
