C1AB Media Language / Representation / Audiences
Help!
|
|
||||
|---|---|---|---|---|---|
| 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)
🗑
|
Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Created by:
Bgoddard