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Semiotics: Roland Barthes TIDE - Signs
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Semiotics: Roland Barthes TIDE - Connotations
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TIDE Advert

C1AB Media Language / Representation / Audiences

QuestionAnswer
Semiotics: Roland Barthes TIDE - Signs Headings, subheadings and slogans are written in sans serif font, connoting an informal mode of address. Use of characters, costume, location, hair and make up, props etc.
Semiotics: Roland Barthes TIDE - Connotations The hearts and the woman’s gesture codes have connotations of love and relationships. It’s connoted that this is “what women.” They want TIDE.
Semiotics: Roland Barthes TIDE - Ideological effect The connotations in these adverts reinforce stereotypical views of women being confined to the domestic sphere.
Structuralism: Claude Levi-Strauss TIDE - Conflict Advertising will often state why they are better than other products - their competitors. (Conflict)
Structuralism: Claude Levi-Strauss TIDE - Binary Oppositions “Tide gets clothes cleaner than any other washday product you can buy!” + “There’s nothing like Procter and Gamble’s Tide”, reinforces the conceptual binary opposition between Tide and their rivals.
Structuralism: Claude Levi-Strauss TIDE - ideological significance. Domestic perfection, caring for the family and servitude to the ‘man of the house’. Positions the audience to believe TIDE is the better product.
Representation: Stuart Hall TIDE - Signs Signs on an advertisement would be the use of colour, props, location, actors chosen, performance, layout, composition, copy and graphics.
Representation: Stuart Hall TIDE - Stereotypes stereotypical representations of domestic perfection, caring for the family and servitude to the ‘man of the house’ Gossiping with neighbours. hanging out washing.
Representation: Stuart Hall TIDE - Power Advertising produced in the 1950s was predominantly produced by white, middle aged, middle class males.
Media and identities: David Gauntlett TIDE - Tools women represented in the advert act as role models of domestic perfection that the audience may want to construct their own sense of identity against.
Media and identities: David Gauntlett TIDE - Past stereotypical representations of domestic perfection, caring for the family and servitude to the ‘man of the house’
Feminist theory: Liesbet van Zoonen TIDE - Context dress code of the advert’s main female character include a stereotypical 1950s hairstyle incorporating waves, curls and rolls .
Feminist theory: Liesbet van Zoonen TIDE - Objectification Covered up, more suited to domestic work. The headband or scarf worn by the woman links to the practicalities of dress code for women rather than objectification.
Feminist theory: Liesbet van Zoonen TIDE - Spectacle the 2018 TIDE Super Bowl advert featured men who showed off their muscles and bare chest.
Feminist Theory: bell hooks TIDE - Struggle. domestic products of the 1950s continued to be aimed at female audiences. Despite women having seen their roles in society change during the War (where they were needed in medical, military support and other roles outside of the home)
Feminist Theory: bell hooks TIDE - Call to Action Does not convey a call to action.
Feminist Theory: bell hooks TIDE - Sex, Class and Race. lighter skinned women are considered more desirable and fit better into the western ideology of beauty, mirrors the marginalisation of black women - post WW2.
Cultivation theory: George Gerbner TIDE - Repeated Patterns The Tide advert aims to cultivate the ideas: this is the brand leader; nothing else washes to the same standard as Tide; it’s a desirable product for its female audience;
Cultivation theory: George Gerbner TIDE - Mainstream ideologies Marriage, children, husband works, wife stays at home. This ‘housewife’ character was used through multiple Tide advertising campaigns.
Reception theory: Stuart Hall TIDE - Dominant The preferred reading (Stuart Hall) of the advert’s reassuring lexical fields (“trust”, “truly safe”, “miracle”, “nothing like”) is that, despite being a “new” product
Reception theory: Stuart Hall TIDE - Negotiated Good product but why should it be just women who use the product?
Reception theory: Stuart Hall TIDE - Oppositional There are better and cheaper products on the market. Don't agree with the stereotypical behaviour and representations. (Modern Day Audiences)
Created by: Bgoddard
 

 



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