tide advert Flashcards
how did the post war economic boom make the housewife role look desirable?
as household technologies were now more affordable and sophisticated, advertisers picked up on this and pushed housewife role
when was Tide’s first product launched?
1946
what do the use of the colours red, white and blue on the woman’s outfit show?
shows patriotism as it’s the colours of the American flag, links to being made after ww2 because country is patriotic to have won the war
what does the woman’s makeup and hair connote?
red lipstick could show lust (sexualisation of women was common in 1950s media), natural makeup apart from that and pin up hair connotes she is an ideal housewife from that era
how does the tide poster use direct mode of address?
says “you women” when talking about how they buy tide more than any other washing product, creates a binary of man vs woman
what do the hearts and the woman hugging the box show on the poster?
hearts display femininity, the gesture code of hugging paired with hearts shows she is in love with tide and it replaces her husband whilst he is working
what does the “remember” and picture of housewife giving you a tip suggest?
she is an aspirational figure who’s willing to give advice to aspiring housewives and women
what does the serif font on “tides got what women want” connote?
informality because advert is aimed at women and they are less important
how does the word “miracle” on the box give context to the 1950s?
religious imagery/language, used to attract people as they were very religious in America at this time, double the attendance in church and housewives were expected to go
how does Hall’s reception theory apply to tide?
hall says audiences respond to products in one of three ways, most of target audience (female 25+) were less media literate so were passive and took a dominant reading
how does Gauntlett’s identity theory apply to tide?
tide ad offers an overly simplistic rep of women which reduces their societal value to that of s housewife being subservient to men
how does Hall’s steortypes theory apply to tide?
stereotypes presented on ad are from male lens (Procter & Gamble) who show idealist view of woman at the time, images of women doing domesticity contrasted dominant ideology that the scenario is their own lives
