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Tide - Coggle Diagram
Tide
Media language
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Has a full face of makeup on, hair perfectly styled
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Represented in a idealised fashion - typical of advertising - aspirational image for the audience to respond to
Outfit, hairstyle and curls with the headscarf - reflects what was fashionable in the 1950s - rep reflect what was popular at the time
Hair in headscarf is practical - representing you as being more ready to do physical work - women are practical and resourceful
Smiling facial expression and hugging the box of Tide represents her and women that she loves Tide and cleaning (housework and laundry) - typical representation of women in the 1950s added with the symbolic codes of the hearts
Symbolic code of the hearts and her facial expression and body language signify women love doing cleaning and laundry - reflects the historical context of the advert
Women loving housework is signified by the large slogan at the top 'Tide's got what women want' - good way of suggesting that this is what women want and to be involved in housework and domestic chores and enjoy their day to day house work
Image of the woman is quite large and is dominant in the frame creating a powerful and dominant representation - foreground - female target audience - representing her like this would appeal to their audience
Some people think (Hall preferred reading) the headscarf and the position and her arm can be an intertextual reference to a wartime propaganda poster featuring Rosie the Riveter - familiar in Britain and America - remind women of the war time poster can could empower and patriotic to do and desirable
Context
Cultural context
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Consumer culture was in its early stages of development and with loads of ‘new’ brands and products and customers needed more information about them than a modern audience
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Post WW2
Consumer boom of the 1950s included the rapid development of new technologies for the home, designed to make domestic chores easier.
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Women were expected to stay at home and be mothers and wives full time and very little went to work - men would be the breadwinners of the house
Women during the World War man women were encouraged to leave their domestic lives behind and replace the jobs men used to do while they were in the war
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A lot of women after the war went back to their homes and were dissatisfied with their lives and started to resent their day to day chores
The country and advertising then tired to encourage get women back to doing their home and house work and to resettling the established gender roles before WW2
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Women in 1950s women were represented as modest and having family values and not really sexualised until the 60s - goes against Van Zoonen's theory
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Theory
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Van Zoonen - men and women are represented differently in the media - women are often shown as being domestic - goes against her theory as she is not sexualised
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Hall - preferred, oppositional and negotiated reading
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