Tide Media Language Flashcards
what’s the historical context?
Post-WW2 consumer boom included the rapid development of new technologies for the home, designed to make domestic chores easier. vacuum cleaners, fridge-freezers, microwaves and washing machines were desirable for 1950s consumer.
what’s the cultural contexts?
print adverts conventionally used more copy. consumer culture was in the early stages and with many new brands and products, potential consumers needed more information about them.
what do the colours connote?
bright primary colours connote positive associations the producers want to audience to make with this product.
what does the font connote?
the sans-serif font connotes an informal mode of address. this is reinforced with the comic strip style image in the bottom right corner with 2 women talking about the product using informal lexis.
where’s the serif font used?
the more technical detail to connote more serious or factual information.
how is Barthes semiotics theory applied?
suspense is created through the enigma of what women want. the hearts and women’s gesture codes connote love and relationships. hyperbole + superlatives “miracle”, “world’s cleanest wash” oppose the superior cleaning power of Tide to its competitors.
how can Levi-Strauss’s theory be applied?
“Tide gets clothes cleaner than any other washday product you can buy” reinforces conceptual binary opposites between Tide and rivals. “unlike soap” and “truly safe” connote inferior products don’t have what Tide has.
