tide media language Flashcards
what colours are used in the poster and why?
bright primary colours to draw attention- red- connotes love and positive connotations with product.
what is the significance of the costume and makeup used?
convey stereotypical ‘ideal housewife’ and created idolised beauty standard for women
how is iconography used?
comic strip image- women hanging clothes- audience encouraged to personally identify with this and aspire to be ‘perfect housewife’ (stereotypical of 1950s)- reaffirms women job roles
why does the character wear a headband? (+context)
to connote that she is focused on her work and link to practicality- binary opposition to makeup. presents her as hardworking to encourage women to feel flattered and return to the home after working away in war
what do the proxemics and her body language show? (+context)
hugging tide box- adoration for tide and housework- reflects historical views of women content as housewives- patriarchal ideologies
what do the hearts connote? (+theory)
women loving relationship with the brand- positive brand identity- Barthes semantic code- ideology of wife who love cleaning
what idea does the subheading “you women buy tide more than any other product” reinforce ?
hegemonic code- reinforces collective identity of those who buy it and acceptance that all women buy it- informal font- familiarity and no intimidation
why are superlatives and hyperboles ( “cleanest, whitest, brightest” ) used ?
to show superior cleaning power and reinforce its superiority- binary opposition of tide vs other products.
why does the poster present women in domestic roles + what intertextual reference is used?
to insinuate women have a domestic responsibility and create a version of reality where being a housewife is what it means to be a perfect woman - intertextual reference to Rosie the riveter in order to present women as strong and empowering- flattery
what is the tagline and how does it anchor the images? (+theory)
“what women want”- it uses enigma codes to entice women to read on and to suggest what it is they should do in terms of work
how does the large amounts of copy and formal font link to the context of the poster?
lots of detail given due to wide range of competition and need for more customers- links to ww2 consumer boom and consumer culture
