TIDE (1955) REP Flashcards
Main context of Tide
Women were being encouraged to return to the domestic sphere after WW2. Media attempted to aspire women to achieve domestic bliss as an American housewife.
Denotation and connotation of costume codes
headband, stereotypical 50s dress, short hair, make up, apron. (stereotypical attire)
shows patriarchal view of perfection. headband and short hair is for practicality during WW2 (machinery) binary opposition against make-up
not sexualised but still conforming to WBS
denotation and connotation of facial exp, iconography and gesture
indirect gaze to Tide box, hugging box, heart illustrations, happy facial exp
Encouraging women to embrace their domestic role, further reference to patriarchal ruler, desire for the product
denotation and connotation of comic strip
2 women talking while hanging up laundry.
stereotypical gossip, relatable and familiar to audience - personal identification, repeating 50s idealised version of reality
connotations of the Good Housewife magazine endorsement
Aspirational standard - most of their target audience would have read the magazine, further encouragement of the achievement of domestic bliss
Hall’s Representation Theory
stereotyping reduces people to few recognisable characteristics - stereotypical imagery of domesticity and 50s version of reality which reduces women down to their narrow roles
inequalities of power - women seen as subordinate to dominant male group
Gauntlett’s Identity theory
past singular straightforward messages - patriarchal construction of perfect housewife
pick and mix ideas - aspirational to majority of women with some seeing Tide women as role models.
Conforming to Van Zoonen Feminist theory
understanding of gender roles through discourse - prior to WW2 women scared to challenge patriarchal views, end of war men returned taking roles/jobs back with the media reflecting/promoting it.
as societal discourses change so do views on gender - evident in media after Tide
Challenging Van Zoonen’s Feminist theory
visual codes used to objectify the female body - housewife characters not seen as objectified/sexualised. focus on their role in the domestic sphere rather than appearance. still conforms to WBS and is a sexist view on appearance.
Gilroy’s Post-colonialism
Reinforces colonial power/racial hierarchy through binary opp - constant representation of white ppl in domestic roles in 50s reinforces power/control. Aspirational and successful audiences expected to be white. Ethnic minorities not represented the same, don’t appear in Tide, showing perfect 50s woman being a white housewife, as seen in the Tide ads
