SetSetText:
Text: Tide Advert
Word 'want' links to
consumerism and needing
things - capitalist America
Conformity of all women
use it so you need to use
it – you let the family
down, bad parent
The representation of the
woman links to idealised
wife in a patriarchal
society.
Ideology of female
being centre of a nuclear
family
Hearts suggest love and
romance towards
product and improve
marriage? Binary
opposites too – Love vs
hate, work vs home
White collar could
signify both the white
colour uniform and the
conformity with more
white collar jobs (link to
context)
“No soap, no other suds”
- in terms of lexis
repetition and tripartite
structure
“yes” positive – binary
opposites. American
Homes, Patriotism,
conform
Housekeeping – it's an
Anchor colours include
magazines, women look up
red white and blue
to it. (Links to Two Step Flow
which signify the USA
Theory Provides recognition
fag. Very patriotic (cold
and links to consumerism
war) and is pro-America
Make sure to reference as many keywords and media terminology as possible in written work
Tide Advert
Direct 2nd person pronoun of Code of dress = work is at home and serve
you – addresses the audience the family as part of idealised feminine role.
directly – mode of address Reinforced with perfect looking woman
Iconography of Good Intertexual reference of WW2
Women's land army (two
opinion leader in women look similar) promotes
the idea of conforming to this
– link to context of cold war
conforming in fear of red
hunting
Iconography of washing
machine shows how she
is proud of it and links
to labour saving devices
The apron reinforces
female role at time
Oppositional Reading
(Reception Theory) – it's
enforcing the
stereotype of women
being in the home “you
women” as a collective
pronoun which
enforces the
conforming ideology
and the nuclear family
model at the time
“Cleanest, whitest” are
superlatives
'World's' the best on
the planet – in terms of
lexis it links to
dominate ideology and
American God Complex
The word 'Tide' is in red
and bold typography
who how good the
product is. It subverts
the regular typography.
Self importance –
America?
White shirt = white
collar = links to context
Lots of declarative
Washing line
exclamative
iconography
statements. P& G
increases the
Trusted brand
stereotype of
the nuclear
2 women neighbours
family – proud
in suburbia juxtaposed
of the shirt