representation - tide Flashcards
what is tide, when was it released and who by?
laundry detergent for heavy-duty machine cleaning, released in 1946 by multinational consumer goods corporation proctor and gamble.
what is tide’s ideology?
to be the brand leader on the market and to present stereotypical femininity, where women strived for perfection in their homes and took pride in household duties.
why did tide rise in popularity?
because of the 1950s consumer boom, employment rates increased which meant people had more disposable income to spend on consumer goods. the washing machine was a recent invention and adhered to the modern need for speed and convenience, as did tide. the consumer boom was due partly to the american dream ideology
what was the american dream?
that anyone, no matter race, gender or class could be successful in a society where upward mobility is possible. the american dream is achieved through hard work and sacrifice.
despite the american dream, what did most women do?
refrained from working and followed the ideology of patriarchal dominance to be housewives within their domestic sphere (the home).
what were women’s roles/duties in the domestic sphere?
their role was domestic perfection, caring for the family and servitude to the man of the house.
their duties consisted of cooking, cleaning and being a doting wife, hence why tide’s audience is primarily women.
what do technical and visual codes say about the main character in the text?
technical code of medium close up and visual code of facial expressions connote that she is extremely happy with the product.
what does the main character hugging the box of tide suggest?
visual codes of gesture and iconography of her embracing the product suggests she uses tide regularly. women were expected to love tide when it was released and this conforms to traditional femininity.
what does the use of iconography across the text connote?
iconography of linen baskets, washing lines and washing machines convey the domesticated role expected of women in the 1950s.
what does the iconography of the main character’s short hair say about women?
short, tied up hair is practical and less hazardous; if her hair was long it may get caught up in machinery or cleaning agents. it was also fashionable at the time.
what does the main character’s full face of makeup represent?
her full face of glamorous makeup tells the audience that while she is focused on her household work, she is also focused on her appearances. suggests that women are only good for doing household work and looking pretty for their husbands. it could also represent how she is in control of her identity, which defies typical femininity.
what is stuart hall’s theory of representation?
the process by which meaning is produced and exchanged between members of a culture through the use of language, signs and images which stand for or represent things.
how can representation by stuart hall be applied to tide?
the comic strip in the tide text represents normal life and is familiar to the audience, as it involves two women socialising whilst completing household work.
what is david gauntlett’s theory of identity?
it explored how audiences can identify themselves and establish their role in society all through the power of media. gauntlett believed people having a route to self expression would lead to them having a stronger sense of self and participation in the world.
how can identity by david gauntlett be applied to tide?
it links to the women in the advert being role models of domestic perfection; women in 1950s may have wanted to construct their own identity against the women in the text.
