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For this task, students spent the entire lesson analysing the above advert. In the interests of comparison and friendly competition, this post includes the group discussions of T block and P block media
T block
Colour scheme is relatively simple, using the straightforward colours red white and blue. Basic, yet essential, with connotations of cleanliness.
The red, white and blue colour scheme is a clear reference to the colours of the American flag, and may reflect a patriotic worldview
The producer of the advert is constructing a stereotypical representation of the ideal woman. The anchorage of the American flag colours reinforces this
Lexis of "tide's got what women want" has connotations of exclusivity and suggests that ALL women desire this product. The inference of this is that if you do not like or enjoy this product, you are not what you are supposed to be
The housewife is portrayed as the perfect, ideal woman. This is reinforced through her fitting beauty standards of the 1950s.This includes her prominent lipstick, her blusher, and her stereotypically attractive hourglass figure.
Selection of a white woman as the main model reinforces a beauty standard of white women
Post war context. During the war, housework was promoted as a patriotic duty, and almost resembles propaganda. Uses the inspirational imagery of propaganda to inspire women to buy the product
Women who had been working supporting the war effort, for example making ammunition or working in agriculture were suddenly encouraged to get back to housework in post war America. This advert reflects this ideology
Cleaning is represented as being brave and noble, which is encoded through the proairetic code of the woman hugging the soap in an assertive war
Complete lack of any men, husbands or male figures in this advert, suggesting a post war setting where men are still recovering
Box is positioned above the housewife, suggesting it's power. Housewife is therefore positioned beneath the box, suggesting that she is inferior.
Advert presents sexist ideologies around women. Examples of sexism may include the assumption that women are the sole cleaners ("no wonder you women", direct mode of address, and categorises women as property, without free will, and submissive, deindividualization), the fact that only women are represented, the explicit depiction of women cleaning,
Housewife is romantically attracted to the box of tide. This strange idea is reinforced through a number of codes. For example, the lexis 'it's got what women want' has suggestive qualities, of love, sex and romance. The colour red symbolises love, romance and passion. Additionally, the MES of the love hearts suggest love, romance and affection. Finally, her lips are pursed as if about to kiss the box, which functions as a proairetic code.
The comedic association between the woman and her romantic relationship with the box provides a humorous mode of address
May provide a diversion from the trauma of war
The box may represent a child instead, amend may represent a more wholesome relationship with children. This reinforces the stereotypical assumption that women's lives are about cooking, cleaning, and children
Key terms
Ideology - the ideas and the beliefs of the producer of the media product
Anchorage - is where a meaning is 'weighed down' by the producer using media language. For example, a caption under an image can completely change and reinforce the meaning.
Polysemy/polysemic - many meaning
Direct mode of address - where a media product directly talks to the audience
P block
The tide advert presents sexist ideologies. The use of lexis "what women want" makes an affirmative and assumptive statement about what all women 'want'. This clearly constructs a stereotype.
Historical context: created after world war 2. 1950's. Post war. Following the financial depression of WW2, there was a sudden and significant return to production and manufacture, that saw many many products being quickly created.
With so many products being created, this lead to heightened competition between brands, and more and more aggressive marketing campaigns
Target audience for the advert could potentially be men. Men in American families at the time would specifically have spending power, and stereotypically would be the one in employment. However, women at the time would typically buy the weekly shop.
Advert clearly follows the Z line rule, which clearly demonstrates to the audience the product, the slogan and the lexis associated with the advert. It is clear and easy to understand advertisement
Advert also follows the rule of thirds, which creates a visually interesting and easy to interpret advert for the target audience
Choice of font is exclusively sans serif which constructs an informal and inviting mode of address
Font has a hand written quality to make it more appealing for the target female housewife audience. Constructs an informal informal mode of address which is further anchored through the simple and even childish lexis of the advert
In 1950s America, women would typically have a lower level of education than men, which may explain why the advert essential talks down to its audience through its lexis
Big emphasis of red as a primary and striking colour, that forms a contrast with the basic background. A symbolic connotation of love and romance is therefore constructed.
These themes of love and romance are further encoded through the lexis "tide's got what women want", which may be a reference to the deeper desires of the target audience. By buying the product, the advert is heavily suggesting that women can love themselves
The main image features a stereotypically attractive stereotype of an American women. Her American nature is emphasised through her costume, her stereotypical makeup and her hairstyle, which are all suggestive of 1950s America
Advert makes heavy use of red, white and blue. These are the colours of the American flag, which constructs a patriotic ideology. This is further anchored by the typical American comic book style of the drawings, which reinforces patriotic ideology
The image of the housewife makes heavy reference to American war propaganda, in particular the 'We Can Do It!' poster. However, the Tide Housewife is using her arms to actively hug the box of soap, which has symbolic connotations of
Motherhood?
Romantic partner?
The connotations of romance are further anchored through the MES of cartoon love hearts floating above her head. Additionally, the housewife is pouting her red lips, which functions as a proairetic code, suggesting that she is about to kiss the box
The advert constructs a humorous and wholesome mode of address to the target female audience (20 - 50, working class, heterosexual)
Complete lack of any men, which constructs a straightforward narrative where the housewife's husband is at work
Use of lexis "you women" creates a persuasive mode of address, and additionally a direct mode of address. By only only addressing women, the phrase suggests that any woman who does not buy tide is somehow less of a woman
Facial expression of the housewife in the boxout is absolutely elated. This clearly suggests that not only does tide have the potential to make women happy, but also reinforces the classic stereotype that not only are women better at cleaning, they also enjoy it. It is very likely a man made this advert
The male producer of this advert constructs a friendly mode of address with the female target audience
This advert clearly presents the ideology that not only should women clean, but they should also enjoy doing. This ideology was the dominant one at the time
Is the advert hiding rude jokes? Is the fact that ONLY tide can 'satisfy' women a reference to sexual frustration?
The housewife is note only wearing a full face of makeup, but also is wearing tight fitting, form fitting clothes that accentuate certain parts of her body, in particular her waist, hips and breasts. This hourglass figure was very popular in 1950s America
May resemble Marilyn Monroe
Wide hips may be a symbolic code fertility which constructs this woman as a mother. However, there is no MES connotative of babies or motherhood.
Ideology - beliefs and values of the producer
Modes of address - how a media product talks to its audience
Dominant ideology: the belief that most people in society share
