Gender theory

• What is Van Zoonens gender theory

  Males and females are represented differently

  Females are domestic and caring

  Males are social and rational

  Females are objectified
• Does the tide poster reinforce or subvert this

  Reinforces every but no women are objectified
• What image shows this

  The main image on the poster
• What does this image consist of

  Woman hugging a tide box

  Looking at it adoringly

  Tide box is hypnotic

  There are love hearts above her head
• What does the hugging connote

  The woman's love for the product
• What anchors this

  The pink hearts which connote love

  Pink has connotations of feminity and romance
• What does the love for this box show

  Tide can make your life better and can do what any man can do
• What does her face

  The modified frontality allows for us to see her making adoring eyes at the product
• What do her facial expressions connote

  A feeling of wonder/admiration
• What is on the tide box

  A hypnotic swirl
• What does the hypnotic swirl connote

  Tide will take over your life and change you
• What context goes with this

  The advert was part of a coherent campaign message which was the happy housewives

  Tide later became the best brand in the world
• Are the women in the tide poster objectified

  No
• What are they instead

  Idealised