Tide advert Flashcards
When was Tide was launched and by who
1946 by Procter and Gamble
What is the historical context of Tide?
Post war (ww2), the 1950s consumer boom led to new technologies such as vacuum cleaners, microwaves and washing machine therefore making chores easier
What is a comparative study text that can be linked to Tide?
WW2 adverts such as ‘Rosie the Riveter’ challenges the stereotypical representations of women who are usually confined to the domestic sphere.
Who was the target audience for the Ride advertisement?
Lower middle class women, readers of good housekeeping
How could Stuart Halls reception theory be linked to the Tide advertisement?
Indirect mode address made by the main woman connotes the importance of her relationship with the product.
Direct mode of address - you, women = personal pronouns and imperatives.
How can Liesbet 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 that media makes social change happen by going against traditions
How can George Gerbner’s 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 hook’s feminism theory be linked to the advertisement?
Only uses white women - idea that lighter skinned women are more desirable in western culture.
How can Paul Gilroy’s post colonial theory be linked to Tide?
Tide reinforces colonial power by using only white people
In terms of codes and conventions, what font does the Tide advertisement use, and what does this imply?
Sans- serif font 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?
Red and blues - patriarchal 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 a semantic code be linked to Tide?
Connotations of love and relationships with images of hearts and the woman is gestures (such as hugging the washing powder box) associates the product with domestic and romantic happiness.
What is stereotypical about the dress codes in the ride advertisement
