Page 2: Theoretical Perspectives and Representation

Semiotic Analysis: Roland Barthes

The Tide print advertisement can be analyzed using Roland Barthes' semiotic approach:

1. Suspense is created through the enigma of "what women want," emphasized by multiple exclamation marks.
2. Barthes' Semantic Code is applied to the hearts above the woman's head, creating gesture codes of love and relationships.
3. Hyperbole and superlatives like "Miracles!" and "World's cleanest wash!" are used to establish Tide's superiority.
4. The Symbolic Code was successful, as Tide quickly became the brand leader by the mid-1950s.

Vocabulary: Semantic Code refers to the use of visual elements to create meaning, such as the hearts symbolizing love and relationships.

Industry Context & Representation

The 1950s advertising landscape reflected gender-specific targeting:

• Men were targeted for the post-war boom in the American car industry.
• Women were the primary target for labor-saving devices in the home.

Advertisements followed stereotypical representations of domestic perfection and ideologies of occupation, linking the role of "housewife" to modern needs for speed, convenience, and a better standard of living.

Example: The dress codes of the ad's main female character include stereotypical 1950s hairstyles (curls, rolls, and waves) made famous by celebrities like Betty Grable, Rita Hayworth, and Veronica Lake.

Theoretical Perspectives on Representation

1. Stuart Hall's Theory of Representation:

   • Imagery of domesticity creates shared conceptual road maps, giving meaning to the advert.
   • Despite the comic strip visual, the audience can relate to the depicted scenes.

2. David Gauntlett's Theory of Identity:

   • Women represented in the ad act as role models of domestic perfection.
   • These representations may influence how the audience constructs their own identity.

This Tide advert analysis demonstrates how 1950s advertising both reflected and reinforced societal norms and expectations, particularly regarding gender roles and domestic life.

Tide Print Advertisement Analysis

The Tide print advertisement from the 1950s offers a rich subject for A Level media studies, showcasing post-World War II marketing strategies and societal norms. This analysis covers the product and industry context, media language, theoretical perspectives, and audience construction.

Product and Industry Context

Tide, launched by Procter & Gamble in 1946, quickly became a leading laundry detergent brand in America. The advertisement reflects the post-war consumer boom, which saw rapid development of labor-saving devices for the home.

Highlight: The post-WW2 consumer boom rapidly developed labor-saving devices for the home, including washing machines, which created a market for products like Tide.

Media Language and Design Elements

The 1950s print advertisement for Tide demonstrates several key design conventions:

• More copy than modern ads, reflecting consumers' desire for information
• Use of the 'Z-line' and rule of thirds in composition
• Bright primary colors to create positive associations
• Sans-serif fonts for headings and slogans, conveying informality
• Serif fonts for technical information, suggesting factual content
• Comic-strip imagery and informal lexis to engage the audience

Example: The ad uses comic-strip imagery in the bottom right-hand corner with informal language like "sudsing whizz" to appeal to the audience.

Theoretical Perspectives

The analysis applies several theoretical frameworks:

1. Roland Barthes' Semiotics:

   • Use of enigma and tension-building punctuation
   • Semantic codes in imagery (e.g., hearts above the woman's head)
   • Symbolic codes establishing Tide's superiority

2. Stuart Hall's Theory of Representation:

   • Imagery of domesticity creating shared conceptual maps

3. David Gauntlett's Theory of Identity:

   • Women in the ad serving as role models for domestic perfection

Definition: Barthes' Semantic Code refers to the use of visual elements to create meaning, such as the hearts above the woman's head symbolizing love and relationships.