Tide Flashcards
(10 cards)
What type of camera shot is on the poster?
A close up shot of the woman hugging the tide box
How is editing used in the advert?
Z line composition: the main elements and images are placed using z line compositions as this is where the eye naturally looks
Rule of thirds
How is the use of mise en scene important?
It includes props such as a washing machine and the tide product these repeated images reinforce the idea of the perfect domestic housewife cultivating women to want to be like that.
What can you tell from her non verbal communication?
She has a pleased and happy look on her face as she’s smiling and also hugging the product this emphasises how much she loves the product encouraging other women to buy it to be as happy as she is
What is her hair and makeup like?
Her make up is constructed to western beauty standards and ideals of the time. ( women expected to wear makeup while doing the cleaning) she is constructed to appeal to the male gaze
What connotations does the slogan have?
“Tides got what women want’- sans serif font conveys that if women buy this product they will have a fulfilled life
How are women represented stereotypically?
Woman in the advert acts as a role model of ‘domestic perfection’ and allows other women to identify with her. They are shown as only being important for the domestic roles and being the perfect housewife
How can bell hooks theory be applied?
There are no alternative representations of race. Lighter skin was seen as more desirable as it conforms to western beauty ideals
How can the context relate to tide?
In the 1950s women were expected to go back into the home to be housewives after ww2 however many women didn’t want this as they had been working during the war and wanted to continue this
How can the hypodermic needle model be applied?
People read media texts and believe every part of it the message. This relates to tide as it uses hyperbole words such as ‘whitest and brightest’ and passive audiences will believe this
