C1AB Media Language / Representation / Audiences
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each of the black spaces below before clicking
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| Semiotics: Roland Barthes TIDE - Signs | show 🗑
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| Semiotics: Roland Barthes TIDE - Connotations | show 🗑
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| Semiotics: Roland Barthes TIDE - Ideological effect | show 🗑
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| Structuralism: Claude Levi-Strauss TIDE - Conflict | show 🗑
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| show | “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.
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| Structuralism: Claude Levi-Strauss TIDE - ideological significance. | show 🗑
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| show | Signs on an advertisement would be the use of colour,
props, location, actors chosen, performance, layout,
composition, copy and graphics.
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| Representation: Stuart Hall TIDE - Stereotypes | show 🗑
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| show | Advertising produced in the 1950s was predominantly
produced by white, middle aged, middle class males.
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| show | 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.
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| Media and identities: David Gauntlett TIDE - Past | show 🗑
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| show | dress code of the advert’s main female character
include a stereotypical 1950s hairstyle incorporating
waves, curls and rolls .
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| show | 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.
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| Feminist theory: Liesbet van Zoonen TIDE - Spectacle | show 🗑
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| show | 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)
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| show | Does not convey a call to action.
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| Feminist Theory: bell hooks TIDE - Sex, Class and Race. | show 🗑
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| show | 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;
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| show | Marriage, children, husband works, wife stays at home. This ‘housewife’ character was used through multiple Tide advertising campaigns.
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| Reception theory: Stuart Hall TIDE - Dominant | show 🗑
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| show | Good product but why should it be just women who use the product?
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| show | There are better and cheaper products on the market. Don't agree with the stereotypical behaviour and representations. (Modern Day Audiences)
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Created by:
Bgoddard