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media studies > tide > Flashcards

tide Flashcards

1
Q

(ML) visual codes ?

dress code

A
  • code of dress: polka dott white & blue dress: 60s wants to be the women: desirable
    + hair up in & red apron: ready to work: white clothes brilliance of tide
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2
Q

(ML) visual codes

code of expression?

A
  • smiling: happy with the product: life transformed.
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3
Q

(ML) visual codes

code of gesture?

A
  • hugging the product: happy with the product, wants it all to herself
  • pointing to “remember”: reminding to wash with Tide
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4
Q

(ML) visual codes

font/graphics

A
  • red colouring, bold, capitalism: love/importance
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5
Q

(ML) direct mode of address

A
  • targetting audience to buy the product “You”
  • “Tide” repeated: brands recognisition
  • “Tides got what women want!”: text wavy like tide: conventional
  • “no wonder you women buy more tide than any other washday products!”: direct address to women : superior, fallowing with the trends.
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6
Q

(ML) language

superlatives & hyperbole ?

A
  • “the best!”
  • “world’s cleanest wash!”
  • “world’s whitest wash!
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7
Q

(ML) language

iconic representation?

A
  • recognisable colours, repetition of “Tide”
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8
Q

(ML) language

detailed copy?

A
  • new product: “suds”: historically washed clothes with a bar of soap
  • new & improved women’s life in the 50s
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9
Q

(ML) language

imperlative & exclamatives?

A
  • excitement & emphasis: “remember!”
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10
Q

(context) 1983 - Jeremy Tunsall

women in media in 50s and their roles

A
  • women had a narrow range of social roles: stereotypical representation
  • women in media: domestic, consumer & material activities
  • busy housewives, contented mothers
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11
Q

(context) during ww2

A
  • Ads in ww2: challenged stereotypical views of women being confined & domestic sphere: “traditional male role”
  • men left to fight in war
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12
Q

(context) in the 50s

post war

A
  • men targetted towards post - war boom in car industry
  • women primarly marketed for domestic products
  • products reflected status of the family & ability to afford them
  • Ads representing domestic work as fun
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13
Q

(audience) target audience

A
  • middle class women: wives & mothers with a disposable income (30-45)
  • portays “happy housewife” & language used to suggest life changing product
  • women encouraged to identify with the women
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14
Q

(audience) Hall’s reception theory

dominant response ?

A
  • accepted meaning
  • target audience: domestic housewife & stereotypical views, norms for 1950s female
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15
Q

(audience) Hall’s reception theory

negotiated response?

A
  • accept some meanings
  • older 1950s audience, nostolgia from past take pleasure of 1950s
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16
Q

(audience) Hall’s reception theory

oppostional response?

A
  • reject meaning
  • younger countempary audience reject stereotypical domestic representation of women: outdated & irrelevant
  • iconography: outdated & drawn
  • feminists: reinforce patriarchal values, imperaltives patriasing women in the 50s: not wanting to go back to housework
17
Q

(audience) psychographics

A
  • aspirer: wanting to relate to her: desirable, perfect housewife
  • mainstreamer: part of group, “what women want!”
  • explorer: wanting to try new products
18
Q

(audience) Gerbner’s cultivatio theory ?

A
  • women should be domestic: desirable
  • brand leader: nothing compares to tide
  • innovating to the domestic market
  • women should be happy to be in the home with “cleanest” “whitest” wash i ads repeated housewife representation
19
Q

(representation) Hall’s representation theory

A
  • women represented as busy housewifes (domestic): perfect housewife
20
Q

(representation) stereotypically represented in tide ?

code of dress?

A
  • code of dress: apron & hair up: domestic perfection - polka dott dress: fashionable + full makeup: perfect look: stereotypical sex object
21
Q

(representation) stereotypically representated in Tide

code of gesture?

A
  • code of gesture; haning up trousers: washing for men + hugging the Tide : loving the domestic product
22
Q

(representation) stereotypically represented in Tide

language?

A
  • language: superlatives & hyperbole: “worlds whitest wash!” : the best + not letting the family down
23
Q

(representation) Gauntlett - identity

A
  • media provides “tools” resources to construct identities
  • media conveyed singular / straightforward messages: female & male identity
  • media now: diverse pick & mix ideas

media studies (4 decks)

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