Tide Advert Flashcards
1
Q
Dominant ideology of the 1950s
A
Tradition and patriarchal.
Traditional hegemonic gender roles were highly prized as a part of the “american dream”
2
Q
Who launched Tide
A
Procter and Gamble
3
Q
What type of imagery used
A
Imagery of domesticity
- Stuart Hall, theory of representation
- Stuart Hall, Stereotyping - familiar scene to the audience, representation of their own lives
4
Q
Binary oppositions (Levi-Strauss)
A
- Conflict of gender, “you women”
- Conflict of alternate products, “unlike soap”, “truly safe”
- Conflict of competitions, “nothing like P&G”
5
Q
“you women”
A
- exclusive mode of address, inequalities of power (Stuart Hall)
- constructs a hierarchy of the dominant ideology, patriarchy
- traditional hegemonic gender roles = highly valued
6
Q
symbolic codes (Barthes)
A
- pink hearts - idyllic and perfect - illustrated - so perfect can’t be recreated in real life
- repetition of clean - binary opposites to dirty
7
Q
language
A
- high frequency lexis
- tripling - reinforces cleaning power of tide
- hyperbole + superlatives, “worlds cleanest”, “worlds whitest”, “miracle”
8
Q
Obsession with white sheets
A
Obsession with being perfect, idyllic American dream
- Post war propaganda, new enemy of germs instead of germans
9
Q
Serif style type
A
Used for technical details - builds customer trust
- Professional
10
Q
Sans serif type
A
Used on headings
Informal - connotes trust
11
Q
Semantic codes (Barthes)
A
- Use of multiple exclamation marks- excitement and energy
- Wavelike arrangement- upbeat, jaunty and dynamic
12
Q
Referential codes (Barthes)
A
- “You can do it”, Rosie the riverter
- Encourages women to go back to housework after the wars
- Post war propaganda, new enemy of germs instead of germans
