media A-level - Tide revision

Halls theory  - Tide

• the idea that representation is a production of meaning through semiotics.
• steryotyping reduces people to a few simple character traits
• this is show in tide by suggesting the women is only for the home , this is a traditonal steryotype 
• women are economivally depedant on men (like children) for their survival
• the typical 1950s steryotype of the housewife is being represented
• women are all about cleaning and the home
• women are being presented as restrictive as all they talk about is washing clothes 'only importnace in their life'
• these ideas of woem keep the less powerful in a phatriacal society, restricted to the dometic world

• no ethnicity shown other that white 
• middle age women
• middle class women for thoes who could afford a washing machiene
• establishing a social hierachy suggesting 'whites' are at the top can afford these luxuaries
• cleanliness is only for white people (time of the civial rights movement)

• the media provides us with tools and resources for which we construct our own identity
• in the past the media offereed us very limited identities in comparission to todays society
• women are being reduced to the housewife, their convosations being reduces to anything about washing, like its the only importance (time of the cold war)
• the model of domestic perfection that the audience use to construct their own identity
• very narrown and mainstream representation of women 
• reinforcing hegimonic ideologies and beliefs

hooks -

• typical text of a pahtrichal society
• woem being reduced to a housewife
• their only intrest( why are they not presented as intelligent, they are talking about washing when it is the time in history when the cold war is taking place)
• this limited women to thinking they are incapable of being smart and having any other knowlage that isnt domestic
• emphisised by 'what women want' like this is all they need and want in life
• very sexist, no men are represented
• men are producing these texts and are reinforcing hegimonic belifs that maintatin their poisition of dominance and power.

van zoonen-

• over sexualised- outlined breasts, waist made thinner
• impractical outfits for cleaning ; dresses,heels
• courset type outfiut very impractical
• full face of makeup 
• this is tpo appeal to the male gaze

• tide- connotes power, hero fullfing the role of the man
• headings,subheadings and slogans- all written in Sans-Serif font, connoting an informal mode of adress
• this is reinforced with the 'comic' style image in the bottom right hand coner with two women 'talking' about the product using informal lexis ' sudsing whizz'
• this is reinforced as the more 'technical'/instructions for the product are written in a more 'serious' font connoting more factual infomation
• coventions- bright, primary colours connote positive assosiations
• white background connotes cleanliness, power, optimisum and purity
• fun, flirty and happy mode of adress. 'tides got what women want'
• semiotics- exited tone is created through exclamation mark. Barthes semantic codes could be applied for the use of heart above the main image, connote love and relationship
• hyperbole and superlatives 'miracle' , 'world cleanest wash'
• dress code of the main image is of a steryotypical 1950s housewife, short hair, in a scarf this undermines her full face of makeup

• 4cs- aspirers- desirabillity, shes huging the box, it is something you should want to have , mainstreamers, everyone wants it
• NRS social grade - women 18+, CB and upwards grade
• middle class, wives/mothers who can afford new wahing machienes
• flatterisation of women, idealising their lifestyle, new machiene = happy women
• Halls Reception-
• preffered- housewife who is happy with her life.has a washing machiene,hapoy being only domestic, doent seek more 
• neogatiated- cant afford a washing machiene, may buy tide to rekate to thoes on the suberbs
• oppositional- diffrent ethnicity, not the lifestyle for them, single,woeking women,working mothers
• America isnt like this opposed to consumerism and capitalism dipiction of women
• a women should be economically dependant on men-nthis makes them very passive
• limites womens aspirations and reinforces a phatriacal society
• tide is seen as the 'hero' rescuing the damsel in distress as she hugs it