Tide Media Language Flashcards
what does the font connote?
the sans-serif font connotes an informal mode of address. this is reinforced with the comic strip style image in the bottom right corner with 2 women talking about the product using informal lexis.
where’s the serif font used?
the more technical detail to connote more serious or factual information.
how is Barthes semiotics theory applied?
suspense is created through the enigma of what women want. the hearts and women’s gesture codes connote love and relationships. hyperbole + superlatives “miracle”, “world’s cleanest wash” oppose the superior cleaning power of Tide to its competitors.
how can Levi-Strauss’s theory be applied?
“Tide gets clothes cleaner than any other washday product you can buy” reinforces conceptual binary opposites between Tide and rivals. “unlike soap” and “truly safe” connote inferior products don’t have what Tide has.
what does the imagery connote?
the women is often portrayed as happy and enthusiatic about doing laundry. this reflects the 1950s gender roles, where women were expected to be homemakers. it suggests that Tide is better at their job - the perfect housewife.
how is the superiority of the products shown?
“Tide gets clothes cleaner than any other washday product!” this emphasises Tide’s effectiveness and positions it as a must-have solution for laundry. it builds trust and suggests Tide is scientifically superior
what does the colour palette connote?
bright whites and bold colours on clothes to show the “clean” results. cleanliness equals care and competence. the vibrant visuals visually prove the product’s claims and appeals to the post-war obsession with hygiene and modernity.
what does the branding connote?
the Tide box is front and centre. this ensures brand recall. consistent visual identity helps customers recognise and choose Tide in-store
