Tide Magazine- THEORISTS

Question 1

Reception Theory- Stuart Hall

Answer 1

• Indirect mode of address which is made by the woman, connotes importance of er relationship with the product. The hegemonic encoding of adverts reinforces the primary message for “You Women”.
• Direct mode of address achieved through personal pronouns and imperative verbs such as “Your wash” and “Remember!”

Question 2

Feminist Theory- Van Zoonen

Answer 2

• Media contribute to social change by non-traditional representations using non-sexist language.
• This advert was a response to cultural challenges brought about by WW2.

Question 3

Cultivation Theory- George Gerbner

Answer 3

• Cultivates the idea of “Tide” as brand leader, and the repetition of key messages causes audiences to align their own ideologies with them.
• Mean world syndrome= a cynical mistrusting attitude towards others.

Question 4

Bell Hooks- Feminist

Paul Gilroy- Ethnicity theories

Answer 4

• By only using white women this reinforces Hook’s theory that lighter skinned women are more desirable and conform to western ideology of beauty. Also reinforces Gilroy’s theory that media texts support colonial power.