SET TEXT 2 - TIDE - Representation Flashcards

1
Q

SOCIAL CONTEXT:

What happened in the 1950’s?

A

Men were being targeted for the post-war consumer boom in America’s car industry.
Women were the primary market for the products being developed for the home.

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2
Q

SOCIAL CONTEXT:

What was the view of women in the 1950’s?

A

Housewives / Mother’s.
They served the men after a long day a work, please the men, care for the men, cook and clean for the men, look after the children etc.

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3
Q

FEATURES ON THE POSTER:

What does the very top line say?

A

‘No wonder you women buy more TIDE than any other washday product!’

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4
Q

FEATURES ON THE POSTER:

What does it say in big bold letters close to the top of the poster?

A

‘Tide’s got what women wan‘

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5
Q

FEATURES ON THE POSTER:

What is the woman in the centre of the poster doing?

A

Hugging/looking up to Tide.

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6
Q

FEATURES ON THE POSTER:

What is the woman in the top right saying and what is she doing?

A

Her washing machine is broken.

‘No soap - no other ‘suds’ - no other washing product known - will get your wash as CLEAN as TIDE’

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7
Q

FEATURES ON THE POSTER:

What do the 3 bullet points say at the side?

A

1) World’s CLEANEST wash
2) World’s WHITEST wash
3) Actually BRIGHTENS colours

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8
Q

FEATURES ON THE POSTER:

Who endorses Tide?

A

Good Housekeeping Magazines.

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9
Q

FEATURES ON THE POSTER:

Which company / who created Tide?

A

Proctor and Gamble.

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10
Q

FEATURES ON THE POSTER:

What does the woman at the bottom of the poster tell you to remember?

A

‘Tide gets clothes cleaner than any other washday product you can buy’

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11
Q

How does Stuart Hall’s Reception Theory apply to this text?

A

Women who accept the stereotypical ideologies will take the PREFERRED READING.
Women who worked during the war, yet know that they ‘belong’ as a housewife will take the NEGOTIATED READING.
Women who worked during the war, and liked the independence they never had before will take the OPPOSITIONAL READING.

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12
Q

How does Stuart Hall’s Representation Theory apply to this text?

A

The patriarchy was still very much a thing.
Men were dominant over women, which is where the stereotype comes in as women were stereotypically housewives, living under the men’s control, showing the inequality of power.

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13
Q

How does David Gauntlett’s Identity Theory apply to this text?

A

The media influences how we construct our identities.
Women will see the advert and realise that what they ‘really want’ is the American Dream of a big, tidy, clean house with a husband and children.

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14
Q

How does Liesbet Van Zoonen’s Feminist Theory apply to this text?

A

Western Patriarchal Culture.

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15
Q

How does Paul Gilroy’s Post Colonial Theory apply to this text?

A

Civilisation creates racial hierarchies through binary opposition.
The 50’s was a racist time - black women couldn’t achieve the American Dream as they weren’t white middle class women.
They come from a different culture also so their family life would differ.

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