Tide Flashcards
(10 cards)
What are examples of intertextual references in Tide?
The woman could represent Rosie the Riveter or the Woman’s Land Army - both wartime propaganda used to inspire women to work.
How does the woman present the ideal 1950s housewife look?
Stereotypical dress codes, hair and makeup made fashionable by famous 1950s actresses.
The headscarf suggests practicality and domestic work.
How can David Gauntlett’s theory be applied to Tide?
The woman could be seen as a ‘role model’ for women of the time to base their identity on.
How can Van Zoonen’s theory be applied to Tide?
Women are domesticated due to the 1950s context, though they are not sexualised.
How can bell hooks’ and Paul Gilroy’s theories be applied to Tide?
bell hooks argues that lighter skin women are idealised in this advert, and this links to Gilroy’s ideas that the media reflects colonial power.
Who is the target demographic for Tide?
Affluent lower-middle class women who are likely to be newly married with young children.
Why is this demographic specifically targeted?
These women want new technologies and products in the post-war consumerist world to help with domestic work.
How do opinion leaders shape audience perceptions of Tide?
The endorsement from “Good Housekeeping” further supports the idea that Tide is trustworthy and reliable.
What two ideas does Tide attempt to cultivate with this advert?
The idea that Tide is a brand leading product, the best of the best.
The idea that women belong to confined domestic spheres.
How are conceptual binary oppositions created in the advert?
“Tide gets clothes cleaner than any other washday product” creates a binary opposition, suggesting that Tide is superior to its commercial rivals.
