TIDE: SET TEXT

Alternative transcript:

target for labour saving devices · Therefore the advertising followed stereotypical representations of domestic perfection and ideologies of 'Occupation: housewife' ● Caring for the family The dress codes of an advert main female character included stereotypical 1950s hairstyle Curls / rolls and waves Made famous by Betty Grable / Rita Hayworth and Veronica Lake. Shorter hair became fashionable for female factory workers The headband worn also show this, implying she is focused on her work O However this is binary opposed to her full face of makeup The main women is shown to have ● A full face of makeup Styles hair 0 0 Signifies that appearances are important to women Idealise and perfect looking Aspirational image for audience Theoretical perspectives Semiotics (Roland Barthes) Suspense is created through the enigma of 'what women want' emphasised by the tension O Building use of multiple exclamation markers ● Can be applied to the use of hearts above the womans head in the main image O Creating gesture codes of love and relationships It's connoted that this is what women want' Symbolic code Suggesting that if they use Tide, they will look like her. Hyperbola and superlatives ● 'Miracles' 'world's cleanest wash!' As well as tripling; 'no other [...] O These are used to oppose tides cleaning superiority to other competitors Successful as P&G competitors were quickly overtaken by Tide С Becoming the bran leader by the mid-1950s Representation theory (Stuart Hall) Imagery of domesticity Women hanging out laundry together O Despite the comic strip visual the audience can relate to it Identity theory (David Gauntlett) ● Women represented act as 'role models of domestic perfection O Audiences may base their identity on Reception theory (Stuart Hall) Indirect modes of address made by the main image woman O Connoted her relationship with the product ■ According to Hall this is the dominator hegemonic encoding of the primary mediate ● Received by 'you women' Cultivation theory (George Gerbner) 1950s advertising developed significantly Gerbner explains ways in which the audience is influenced by media texts O Te tide advert aims to cultivation ideas of being brand leader, 'other brands don't do as well' it's desirable to a female audience Repetitions cause audiences to align their ideologies with them.