Tide Flashcards
What are the intertextual references?
Rosie the riveter connotated by the headband- Rosie was showing off her muscles whilst tide shows off the product.
Women’s land army with the cartoon strip.
What areas will Tide ask you about?
Media language, representation, audiences
What is the context of the product?
Launched tide in 1946 but was heavily marketed throughout the 1950s. Proctor and Gamble own tide and they were and still are a trusted brand.
What is the composition of the poster?
The poster uses rule of thirds in order to place the product in the centre of the page.
How is informality implied in the advert?
The heading, sub-heading and slogan are all in sans-serif which imply informality as well as the comic strip which further implies informality
How are women represented in the advert?
They are represented stereotypically as there was an urge to get women back into domestic settings in the 1950s after the war. Costumes were stereotypical through the head band and short curled hair.
Who was the target audience?
Lower middle class women who have a family (The children and man clothing on the washing line connote this)
How is bell hook’s theory presented in this poster?
It can be seen to conform to her theory as as she believes the media use lighter toned women to represent beauty in the western society. The advert reinforces this as they only represent modern white women
How is Roland Barthes semiotic theory reflected in the advert?
Barthes semiotic approach could be applied by the semantic code through the use of hearts above the main image which connote love and relationship. The enigma code of “what women want” is answered as they want clean washing.
How is Stuart Hall’s reception theory reflected in this advert?
The hegemonic reading that should be taken away by women is that Tide has what they want through the indirect address of the woman in the main image as her relationship with Tide is more important
