Tide Comtexts

Question 1

Land girls

Answer 1

Women’s Land army employed over 200,000 women who replaced male farm workers who had gone to war

Critical to increasing the country’s food production

Question 2

Intertextuality to ‘Rosie the Riveter’

Answer 2

Raised Arm (gesture code) - strength of being a good house wife Vs strength of being a worker in the war
Colour- patriarchy red white blue
Bandanna (Prop)

Question 3

‘What women want’

Answer 3

Aim to domesticate women back to their homes after the war and to make ‘homes for for heroes’

Question 4

WW2

Answer 4

advertising was targeted at women to get them to leave the domestic world and go to work
(20,000) Land girls replaced male farm workers
Rosie Riveter was the star of a campaign recruiting female workers for defence industries
65% of the US aircraft industry were women from 1%

Question 5

Sexism + struggles

Answer 5

. sexism and racism were common
.Women in adverts would be trim and white, straight, concerned with her looks, a good mother and eager to please her husband. Other female identities where seen as unacceptable
. women who worked were seen as failures as a true woman
. abuse was common within households and sometimes, adverts would make light of it
. women struggled which is why the consumption of prescription anti-depressants amongst women increased
. women struggled to find fulfilment and this led to second wave feminism

Question 6

Audience views

Answer 6

. Explorers and succeeders would have wanted to buy Tide because it would make them the best at doing the washing at home which made them better wives
. Aspirers would have also wanted tide as it represents an ideal family and they would want to be like the women on the poster
.some may have seen tide as propaganda to redomesticate women( oppositional)