Tide

Question 1

When was the poster made?

Answer 1

1950s

Question 2

What was the historical context?

Answer 2

Post-WWII consumer boom, rapid development of new technologies for home, supposed need for innovative technology increased in the 50s

Question 3

Who is the target audience for the advert? (4 things)

Answer 3

Housewives/newly married/Mothers
White American/British
Middle aged
Lower-middle class women

Question 4

How does the advert connote the target audience?

Answer 4

• Language makes the product sound like it will make house chores easier
• The clothing line has children’s and men’s clothes hung, connotes a young family

Question 5

How does Barthes’ theory of semiotics link?

Answer 5

Enigma - Suspense is created through the “What women want” as audiences ask themselves ”What do women want?”
Semantic - use of hearts and gesture connotes love and relationships - answers the question of what women want (along with laundry)

Question 6

How does the advert represent women?

Answer 6

Constructed as role models of domestic perfection, reinforces the stereotype that women are meant to be housewives and work at home

Question 7

How does the advert construct these representations?

Answer 7

• Use of beautiful/idealised women can make audiences think they will look like that if they buy the product
• Hearts and slogan connote women love doing housework
• Stereotypical 50’s look; wavy/curly hair, headband red lipstick, bright clothing
• Hair tied back could suggest she is ready to do hard housework

Question 8

What is the preferred, negotiated and oppositional reading of the text? (Stuart Hall reception theory)

Answer 8

Preferred - Tide is a great product, women will love it
Negotiated - Women don’t enjoy being portrayed this way but the product is good
Oppositional - sexist advert

Question 9

How does the advert address the viewer?

Answer 9

Direct, informal mode of address: use of personal pronouns “You wash” and “you can buy!”, “you”
Sans-serif font and Cartoon strip of women talking about ‘Tide’ suggests informality to appeal to young, newly wed housewives

Question 10

How does Gerbner’s theory of cultivation link?

Answer 10

Constant repetition of this is what women want, cultivates that Tide is the best product on the market