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tide - Coggle Diagram
tide
analysis of set text
text
font is informal, showing familiarity & prevents intimidation
the more formal font for the factual information of product helps selling point, as seems more safe & provides reassurance
'good housekeeping' = opinion leaders, connoting trust & superiority
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slogans/wording
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superlatives/tripling = shows superior cleaning power, eg 'world's cleanest wash!'
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characters
housewife gives female audience a role model - presented as glam = traditional ideal, creating an expectation
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product
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in bright, primary colours = associated with positive, vibrant emotions
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theorists
gerbner = women were exposed to similar adverts in 50s, and this cultivates the idea that women should conform to this domestic standard - also tries to cultivate the idea that tide is the best in the market
barthes = 5 codes that suggest meaning in tide
- symbolic = pink hearts
- referential = rosie the riveter
- enigma = 'tide's got what women want!'
other relevant info
naturalisation = making ideas feel as though they're common sense when in reality, they're constructed by media producers - eg in tide, women are positioned as responsible for domestic chores, naturalising the idea that their place is in the home
how tide is conventional
glamourised women appeal to male gaze, comic strip conventional in newspapers to help construct narrative, main image is an illustration, composition is z-line
target audience
women aged 18-40, who are married housewives with children