Tide notes

Theme: red- connotations of power, tide and love , her love for tide.

slogan: “tides got what women want”- enigma code and action code- they only care about cleaning

“no wonder you women buy more tide than any other washday products”- direct mode of address and conceptual binary opposition.

conceptual binary oppositions: “worlds cleanest wash”, “worlds brightest colour”- comparing itself to other products.

dominant image- mid shot, indirect mode of address- implies that she only cares about tide

expressions- happy, hugging tide

hearts above her head- symbolic code, stereotypical but shows her love for tide

cartoon strip: informal mode of address, hanging up mens and children’s clothing which suggests men are working

arranged in a z line

she represents the domestic goddess meaning she is what would have been seen as the perfect woman at the time

she is wearing makeup- please the man and to show she’s the domestic goddess

at the time the ad was published woman’s only job was to clean and cook, their whole life revolved around cleaning- the ad is so clearly aimed at women

conforms to hall: the woman are cleaning whilst the men are off working

conforms to van zoonen: men displayed as powerful

conforms to hooks: suggests the perfect woman is white- domestic goddess is white

conforms to gauntlett: straightforward views that women should stay at home and clean whilst the men work- normal for the 1950s

conforms to butler: women were taught, through repetition that they had to stay home and clean and they had no other option.

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