Set Text - Tide

  • Created by: B-raa
  • Created on: 02-01-20 16:12
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  • Set Text: Tide
    • Product Context
      • Procter & Gamble launched Tide in 1946 and it quickly became the brand leader in America
      • Used the housewife character and the ideology that its customers loved and adored Tide
      • The post-WWII consumer boom of the 1950s included the rapid development of new technologies for the home
      • Consumer culture was in the early stages of development
    • Codes & Conventions
      • Z-line and a rough rule of thirds can be applied to its composition
      • Bright, primary colours connote the positive associations the producers want the audience to make with the product
      • Headings, subheadings and slogans are written in sans-serif font, connoting an informal mode of address
      • The comic ***** style image in the bottom right-hand corner with two women ‘talking’ about the product using informal lexis (“sudsing whizz”)
      • The more ‘technical’ details of the product are written in a serif font, connoting the more ‘serious’ or ‘factual’ information that the ‘1, 2, 3’ bullet point list includes
    • Theory
      • Stuart Hall’s theory of representation
        • the images of domesticity  form part of the “shared conceptual road map” that give meaning to the “world” of the advert
        • Despite its comic ***** visual construction, the scenario represented is familiar to the audience as a representation of their own lives
      • David Gauntlett’s theory of identity
        • women represented in the advert act as role models of domestic perfection that the audience may want to construct their own sense of identity against
      • bell hooks’ feminist theory
        • argues that lighter skinned women are considered more desirable and fit better into the western ideology of beauty, and the advert could be seen to reinforce this by only representing “modern”, white women
      • Liesbet Van Zoonen’s feminist theory
        • Women are shown in traditional roles
      • Cultivation theory – George Gerbner
        • this is the brand leader; nothing else washes to the same standard as Tide; it’s a desirable product for its female audience
          • Gerbner’s theory would argue that the repetition of these key messages causes audiences to increasingly align their own ideologies with them


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