Tide theories of representation

 Do Now:

1. The stereotypes that are considered in the Tide advertisement is that all women are made to be housewives and do the cleaning; not only this but they highlight that women enjoys cleaning and working for their husbands. The type of clothes that the women is wearing also shows that the other stereotype for women is that they should dress modest and smart when working and cleaning and dress in a way that we would associate with cleaning such as the apron around her waist.

2. These stereotypes are an exaggeration from real life because there can be some women who don't mind cleaning but some of them would not do it just for fun of in their spare time. 

Dress code, hairstyle, fashion, make-up	The woman at the front of the advert looks happy as she is smiling which makes the audience want to buy the product. Also, the women is dressed up smartly and can be seen as beautiful which would make females want to feel just like that and by doing that they would have to buy the product Tide.
Intertextuality to famous (think Hollywood) women of the time!	This tide advert is directed to the stereotypical 1950s mainstream female audience as women are more attracted to bright colours and sexist portrayal of women. Furthermore, the famous Hollywood singer Marilyn Monroe would also wear red lipstick like the woman in the advertisement which would make the women audience watching want to feel like Marilyn Monroe.
Ideologies and lifestyle	The lifestyle of women back in the 1950s is that they did all the housework such as cooking, childcare and cleaning. The representation in the Tide advert is that women enjoy doing all the work at home while men go to work.
Narrative, the job role	The job role that the advertisement is highlighting is that women back in the 1950s only had a job in the house an helping around and providing care for their children.
Use of text and language	The text of "Tide's got what women wants" indicates even further that the stereotype being made is that women would love this cleaning product because it was seen has normal for women to be seen doing the cleaning and house work. Moreover, the language being used here is very persuasive as they use bullet points and emphasis to sell their product. The company has not added any statistics which adds on to the stereotype that the advertisers have made it seem that the company is successful without proving anything

Stuart Hall

1. The stereotypes or basic traits that tide portrays is that women's only jobs is to do the basic hosue chores, one of them being cleaning and that they enjoy doing so.

2. Inequalities that could of led to this creation of this stereotype is before this Tide advertisement was released there was the World War Two where men would go to war while Women would have to take over the men's original jobs as well as do the house chores and it could convey that women saw how 'difficult' it was to do the more masculine jobs and would much rather benefit from doing housework instead like they used to. 

Feminism theory: concerned with identifying, critiquing and challenging gender inequalities

Code  Connotations

The gesture code of the woman hugging the Tide product.

This has connotations of love and relationships and presents the product as having an important role in her life

The use of superlatives for example in “World’s cleanest wash”

This has connotations of superiority and conveys a sense of excitement

The big bold red typography ‘Tides got what women want!”

The bold font and extreme colour draws the audience of the product in as it indicates that product is powerful and strong at what it does. The colour red also shows that its a stereotypical white woman

The pronoun “YOU”

It is a direct address to the audience who are mainly stereotypically women and telling them to buy the product

 Make a note of traditional stereotypes (ideas/ ideologies) associated with women

• The expectation was that women should live up to be “the good wife” which consists of: cooking, cleaning, childcare

• Women had to listen to their husbands (a sense of inferiority) also shows that the husbands/males has dominance

• Subservient to men 

• Has to make her husband comfortable and to not question him (know her place)

• All women are soft and gentle: unable to do simple things like “open a bottle” considered weak 

• Sex symbol and sexualised

• Inadequate and incapable - outside of the home portrays women as vulnerable and weak

• Women are seen as emotional 

• Happiness shows that there is not much to worry about which adds on to the dumb blonde stereotype

• Housework is enjoyable for women 

• Working for their husband 

  Suppose to provide for every man's needs