(ML) visual codes ?
dress code
- code of dress: polka dott white & blue dress: 60s wants to be the women: desirable
+ hair up in & red apron: ready to work: white clothes brilliance of tide
(ML) visual codes
code of expression?
- smiling: happy with the product: life transformed.
(ML) visual codes
code of gesture?
- hugging the product: happy with the product, wants it all to herself
- pointing to “remember”: reminding to wash with Tide
(ML) visual codes
font/graphics
- red colouring, bold, capitalism: love/importance
(ML) direct mode of address
- targetting audience to buy the product “You”
- “Tide” repeated: brands recognisition
- “Tides got what women want!”: text wavy like tide: conventional
- “no wonder you women buy more tide than any other washday products!”: direct address to women : superior, fallowing with the trends.
(ML) language
superlatives & hyperbole ?
- “the best!”
- “world’s cleanest wash!”
- “world’s whitest wash!
(ML) language
iconic representation?
- recognisable colours, repetition of “Tide”
(ML) language
detailed copy?
- new product: “suds”: historically washed clothes with a bar of soap
- new & improved women’s life in the 50s
(ML) language
imperlative & exclamatives?
- excitement & emphasis: “remember!”
(context) 1983 - Jeremy Tunsall
women in media in 50s and their roles
- women had a narrow range of social roles: stereotypical representation
- women in media: domestic, consumer & material activities
- busy housewives, contented mothers
(context) during ww2
- Ads in ww2: challenged stereotypical views of women being confined & domestic sphere: “traditional male role”
- men left to fight in war
(context) in the 50s
post war
- men targetted towards post - war boom in car industry
- women primarly marketed for domestic products
- products reflected status of the family & ability to afford them
- Ads representing domestic work as fun
(audience) target audience
- middle class women: wives & mothers with a disposable income (30-45)
- portays “happy housewife” & language used to suggest life changing product
- women encouraged to identify with the women
(audience) Hall’s reception theory
dominant response ?
- accepted meaning
- target audience: domestic housewife & stereotypical views, norms for 1950s female
(audience) Hall’s reception theory
negotiated response?
- accept some meanings
- older 1950s audience, nostolgia from past take pleasure of 1950s
(audience) Hall’s reception theory
oppostional response?
- reject meaning
- younger countempary audience reject stereotypical domestic representation of women: outdated & irrelevant
- iconography: outdated & drawn
- feminists: reinforce patriarchal values, imperaltives patriasing women in the 50s: not wanting to go back to housework
(audience) psychographics
- aspirer: wanting to relate to her: desirable, perfect housewife
- mainstreamer: part of group, “what women want!”
- explorer: wanting to try new products
(audience) Gerbner’s cultivatio theory ?
- women should be domestic: desirable
- brand leader: nothing compares to tide
- innovating to the domestic market
- women should be happy to be in the home with “cleanest” “whitest” wash i ads repeated housewife representation
(representation) Hall’s representation theory
- women represented as busy housewifes (domestic): perfect housewife
(representation) stereotypically represented in tide ?
code of dress?
- code of dress: apron & hair up: domestic perfection - polka dott dress: fashionable + full makeup: perfect look: stereotypical sex object
(representation) stereotypically representated in Tide
code of gesture?
- code of gesture; haning up trousers: washing for men + hugging the Tide : loving the domestic product
(representation) stereotypically represented in Tide
language?
- language: superlatives & hyperbole: “worlds whitest wash!” : the best + not letting the family down
(representation) Gauntlett - identity
- media provides “tools” resources to construct identities
- media conveyed singular / straightforward messages: female & male identity
- media now: diverse pick & mix ideas
