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Tide - Coggle Diagram
Tide
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Audience
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Feminists in the 1950s take an 'negotiated reading of the advert
Simone de Beauvoir's 'The Second Sex' released in 1949 explores how women are taught they are inferior to men and are confined to domestic work and housewife and mother role
Producers have encoded the message that the idea that women should go back to the kitchen
Feminists who are inspired by early 2nd wave feminist teachings may understand the encoded message but apply their own feminist values as well
They would be upset my the sexist representations of women which are based on biological characteristics and how to advert oversimplified their lives
However you must consider that audiences may take different readings based on their gender, class, or family structure
(eg modern day women who are not in nuclear family wold take an oppositional reading)
Gerbner's Cultivation Theory
'Whitest, brightest' repetition and repetition of 'women' cultivated the idea that Tide is the best product on the market in the audience's mind
Other Tide adverts from the 1950s involve a similar image of a woman hugging a tide box with the heart iconography
Gerbner would also argue that women had been exposed to many similar adverts (women enjoying housework) and that this has cultivated a meaning in the audience's minds: that women should enjoy housework
Uses & Gratifications Theory
Some audiences use the bold colour palate and illustrations as entertainment
Other audiences use the copy text for information about the new product
Other audiences may have identified with the lifestyles in the advert
Other audiences may use the advert for escapism - aspirational lfiestyle
Representation
Representation of gender
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Van Zoonen
Supporting theory - women are represented in a domestic way in the advert due to traditional gender roles and expectations of the 1950s
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Cultural context
Production context
Tide was launched by trusted brand name Procter and Gamble in 1946
DMB&B used print and radio advertising campaigns for Tide during 1950s to build audience familiarity with brand
The campaigns used the 'housewife' character and spread ideology that customers 'adored' Tide
Target audience
Stereotypical representations of women were used to target the increasingly affluent lower-middle-class white 18-40 women in traditional nuclear families who began having access to washing machines to perform domestic tasks
Released in 1950s after WWII to persuade women to go back into their domestic role in the home (eg doing the washing using Tide)
The birth of American consumerism after WWII influenced UK culture, with many new domestic brands being created such as Tide; this is called cultural convergence
This means 1950s audiences needed more copy text on advertisements to convey information to audiences about how products were to be used