what stereotypes are present in this advert?
women as the stereotypical housewife - they want to be admired by their husband, she meets the beauty standards of the era and looks to be excited to clean the home.
what are the representations/stereotypes of women in Tide?
main image - the women is hugging the tide, presents her as happy and excited to clean
all the women in the advert are slim, curvy and is wearing makeup in order to meet the norm of the 1950s.
the women wear aprons and a headscarf in order to keep hair out of her face whilst cleaning - intertextual context to Rosie the Riverter.
“No wonder you women buy more tide than any other washday product” - women may be presented as decision makers as they are responsible for household purchases.
how does this stereotyping reflect the inequalities of of power in the 1950s?
women are shown to have less power than men, also the women shown in the advert is white which reflects segregation in the 1950s.
how are women presented as subordinate?
they are presented as housewives whose job is to clean and cook for her husband, though women are presented as decision makers as they buy the household products.
which groups of women are excluded?
black women, lower class women who work - presents an us vs them binary opposition
what differences are naturalised?
gender roles, women as domestic and men as breadwinners and heterosexual relationships are reinforced.
those in power need these stereotypes to perpetuate the cold war/american dream.
