Tide Representstion

Question 1

Context of Tide

Answer 1

1950’s, consumer boom, women going back to domestic roles after working during war.

Question 2

stereotypes of 1950’s as shown in ad

Answer 2

In 1950’s there was a patriachal society - the dominant social ideology was traditional and patriachal. dominant and hegemonic roles.

Men - strong, instrumental, can drive

women - domestic, expressive, cant drive, cook.

Tide links to the american dream.

Question 3

How does hall link to context

Answer 3

there is evident stereotypig where females are simplified into a few simple characteristics or traits due to their inequality of power.

Question 4

Representation - applied to hall

Answer 4

The images of domesticty form part of the contextual roadmap - giving meaning of the ad and 1950 america.

Question 5

representation - stereotypes

Answer 5

despite its comic strip visual construction, the scenario represented is familiar to the audience due to the representation of the ‘ female goddess’ stereotype

Question 6

representation - inequalities of power

Answer 6

’’ No wonder you women buy more tide’’ - constructs a hierachy where men are speaking to the women - patriachal message.
the advert also promotes white privallege which displays an ethnocentric message.

Question 7

representation - van zoonen

Answer 7

the advert demonstrates an agreement between hall and zoonen as there is a clear difference between how men and women are treated, which reflects the power of patriachy.

• media contributes to social change - going back to domestic lifestyle.

Question 8

representation - evidence bank

Answer 8

written -
‘’ Tides got what women want’’
‘‘no wonder you women buy more tide’’

visual -
main female - maid costume, face of makeup, holding tide with similar pose to women propaganda during war,pretty woman - status of myth. The headband or scarf worn by the woman also links to the practicalities that women’s dress codes developed during this time. For this advert, having her hair held back connotes she’s focused on her work, though this is perhaps binary opposed to the full makeup that she’s wearing

technical - the images of domesticity (including the two women hanging out the laundry) form part of the “shared conceptual road map” that give meaning to the “world” of the advert. Despite its ‘comic strip’ visual construction, the scenario represented is familiar to the audience as a representation of their own lives.

Question 9

media language - layout

Answer 9

layout -

clear symmetrical layout
Z pattern - guides eye
lots of text - typical 1950 print
creates clarity and trust

Question 10

media language - colour

Answer 10

Bright primary colours ( red,yellow,blue)
Red - attention and exitement
yellow - happiness
blue - clean/relatable
Strong contrast causing the advert to stand out.

Question 11

media language - typography and language

Answer 11

sans seriff font - friendly and accesable.
bold capitals and exclemation marks - enthusiam
direct adress - ‘‘you’’, ‘‘your’’.
hyperbole - exaggereated claims
confident persuasive tone.

Question 12

media language - Imagery

Answer 12

smiling woman holding tide
comic strip style
hearts/symbols
links cleanliness to emotional reward.

Question 13

Media language - MOA

Answer 13

friendly tone as the target audience is women

Question 14

media language bank

Answer 14

'’no other product will get you wash as clean as tide !’’
‘‘no wonder you women buy more tide’’
‘‘worlds cleanest wash!’’
‘‘worlds whitest wash!’’
‘‘only tide does all three’’