Representation in Tide


Dress code, hairstyle, fashion, make-up - The woman in the advert is wearing a polka dot dress and red apron. by doing this, Tide represents their users as fashionable and aspirational figures, and therefore people would like to buy their product in order to fit in and become their aspirational figures. She also has her hair tied back, which is quite practical and shows that she is prepared to do her housework and take care of the children. She is also wearing red lipstick, which connotes love, but it's also seen as sexual. by adding elements of love, they not only uphold the stereotype of women having a loving and caring nature, but it could reinforce the misogynistic idea that women enjoy the domestic work and are only adequate for that.

                                         


Intertextuality to famous  (think Hollywood) women of the time!

The red lipstick that the character is wearing could be an intertextual reference to Marilyn Monroe as she was almost always seen wearing a bright red lipstick.


Ideologies and lifestyle  - The 1950s ideology of women being housewives and men being the providers is portrayed in the tide advert.  In the image at the bottom right, the two women who are comparing laundry are shown to be holding men's clothing and therefore reinforcing the stereotype that women have to do everything for their spouses.  Women were expected to be happy with the life of a housewife. They were expected to be submissive to their husbands 


Narrative, the job role - The job role of women in this advert is to do the domestic work.  Women were supposed to do everything around the house, including taking care of the children, whereas men were taking higher education and building a career in order to provide for their family. 



Use of text and language

"Tide's got what women want" - connotes that what women in 1950s were supposed to desire was to be good housewives and mothers. The advert praises Tide and how much women love it in order to sell their product - "No wonder women buy more Tide than any other washing product" and  " Tide gets clothes cleaner than any other washing prodcut you can buy". The more ‘technical’ details of the product are written in a serif font, connoting the more ‘serious’ or ‘factual’ information that the ‘1,2,3’ bullet point list includes.




 

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