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.

 Using the colour red and hearts throughout the advert.

 The colour red has connotations of love, and so do the hearts above her head. Due to these connotations, the stereotype of women enjoying housework is being upheld. 

  The women having a happy expression while using Tide.

 This further perpetuates the 1950s stereotype of women only being adequate enough to do the domestic work.

 The character's hair is tied back and kept neat.

 Her hairstyle is more practical and shows that she is ready to do the domestic work she "loves".

 In the bottom right image the two women are shown to be holding men's clothing while doing the laundry.

 By only holding up men's clothing, the advertisers emphasize the idea that women "love" doing the domestic work for their husbands that they "adore" just as much.

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