Tide

Question 1

Cultivation Theory

Answer 1

if something is repeated a lot then it can influence us

Question 2

Modelling & Copycat theory (Bobo Doll)

Answer 2

if people see someone else doing something they are more likely to copy

Question 3

when was Tide launched?

Answer 3

1946

Question 4

Who was Tide launched by?

Answer 4

Procter and Gamble in 1946

Question 5

Why where there more texts in the 1950s adverts?

Answer 5

was the consumer- era audiences needed more information about new products

Question 6

what do the bright primary colours connote?

Answer 6

intended positive associations with product

Question 7

example of Hermeneutic Code in the advert?

Answer 7

suspense creates through enigma of ‘‘what women want’’

Question 8

example of Proairetic code in the advert?

Answer 8

further anticipation created through use of exclamation marks

Question 9

example of Semantic code?

Answer 9

connotations of love and relationship in images of hearts

Question 10

What led to new hardware/ software?

Answer 10

1. Post WW11 1950s consumer boom

2. leads to washing machines/ washing powder

Question 11

what did the women do when the men went away for the war?

Answer 11

Step up and take the jobs left by the men

Question 12

what determined women to help and make weapons for the war?

Answer 12

ww11 adverts ‘women land army’

'’we can do it’’

Question 13

what did women challenge when they went and took mens jobs?

Answer 13

Steriotypical representations of women confined to domestic roles

Question 14

what theorists can be used in tide?

Answer 14

1. Gerbner- cultivation
2. hooks- feminist
3. Hall- representation
4. Hall- reception
5. Gauntlett- Identity
6. Zoonen- feminist
7. Hall- preferred reading

Question 15

How can tide support Stuart halls theory of representation?

Answer 15

Domestic images familiar as representation of audiences own lives and shared cultural experiences

Question 16

How does tide support Gauntlett theory of identity?

Answer 16

Women represented in advert act as role models for audiences to construct their own identity against

Question 17

How does tide support Gerbners cultivation theory?

Answer 17

Cultivates idea of tide as brand leader (nothing else at same standard, desirable for women ‘‘miracle)

Question 18

How does tide support bell hooks theory of feminism, Gilroy’s ethnicities and post-colonial theory?

Answer 18

Only young white women used to represent women in tide, this reinforces bell hooks theory that lighter skinned women are more desirable and conform to western ideology of beauty.

Also reinforces theories that media texts reinforce colonial power

Question 19

Who has a negotiated reading of this advert?

Answer 19

George Gerbner- cultivation theory

Question 20

preferred/dominant reading?

Answer 20

When audiences respond to the product the way media producers want/ expect them to

Question 21

Ideology?

Answer 21

A system of ideas and beliefs

Question 22

What are some intertextual references?

Answer 22

‘Rosie the Riveter’ and the ‘womens Land Army’ poster from WW11

Question 23

Who is tide targeting?

Answer 23

Younger women, newly married and with young families

Question 24

What is an aspirer?

Answer 24

People driven by others, care about image

Question 25

What could the indirect mode of address made by the women connote?

Answer 25

that her relationship with the product is the prime importance- tide has what she wants

Question 26

what would be the (opposite reading) of Stuart Halls Reception theory?

Answer 26

If a more modern audience saw this advert they would find the representations and approach of the advert outdated and potentially sexist