tide representation Flashcards
how does the poster create idolised/aspirational representations of women?
full face of makeup and perfectly styled hair and costume- signifies that appearances should be important to women and creates the idea of what an ideal housewife looks like in hopes audience will aspire to it though identification
how does the poster use flattery in its representations of women? (+context)
hair tied back- represented as ready to do physical work- presents women as practical, resourceful and ready to do physical housework- aims to entice women back into homes after working away during ww2.
how do the positive representations and intertextuality make buying tide seem more desirable?
intertextual reference to Rosie the riveter might represent women as strong, empowered and capable- similarities seen in hair and body language- makes women more inclined to buy the product and identify with her
how do the representations show love for tide and reflect stereotypes on 1950s?
smiling facial expressions, proxemics of hugging box and symbolic hearts- signify her love for tide and present women as content in the role of housewives
how does the poster misrepresent women?
male ownership is reason for representation of women loving tide and housework- many weren’t appealed by the reality of post war britain and returning to the home as housewife- illustrated images reduces sense of realism and reflects the needs of men to maintain the patriarchal structure of society
how do the representations challenge van zoonens theory?
women aren’t sexualised- reflects time period (1950s) as women weren’t often sexualised in the media and instead were presented as ore modest with family based values
how do the representations in tide reflect bell hooks feminist theory?
no representation of non white women reflects idea that white women are idealised and that factors such as race and class affect the extent of discrimination women face.
how does the poster conform to gauntlets theory of identity?
it reflects the ideas that media provides us with the tools to construct our identities and that identity is marked by similarities as the iconography and beauty standard represented through the women in tide are used to make the female audience feel a sense of familiarity and aspire to be like these women
