Tide

• Enigma code in Tide


  Suspense is created through the enigma of 'what women want'
• Proairetic/action code


  Emphasis is created by multiple exclamation marks.
• Semantic code


  Hearts above the woman connote the feeling of love, so gives us the representation that she loves Tide
• Symbolic code


  Hyperbole and superlatives, 'Worlds cleanest wash!' 'Worlds whitest wash!' to highlight the power of the product.

  Represents Tide as the go to product and you'd be silly to go for a different brand.
• Primary colours


  Positive connotations as the colours are bright and happy. Also eye catching
• Sans serif font


  Connotes an informal mode of address
• Comic strip style layout


  Reinforces the informal lexis like 'sudsing whizz'
• 'Technical' details in a serif font


  Connotes that information being more 'serious' or 'factual' information
• Z-line and a rough rule of thirds can be applied to its composition
• 'There's nothing like Procter and Gamble's Tide'


  Levi-Strauss- reinforces the binary opposition between Tide and its commercial rivals
• Stereotypical representations


  In 1950s, women where stereotypically housewives and stayed at home whilst their husband went to work. Shown here through her dress code as a stereotypical 50s housewife dress, her makeup being done and also her having her headband on which could connote she's focused on her work
• Hall


  The stereotypical representation of 50s housewives and domesticity in the comic strip- constructs a familiar scenario to the audience and possibly acts as a representation of their own lives
• Gauntlett


  Woman represented as role model of domestic perfection- women may look at his and use it to form their identity in order to become the 'perfect' housewife.
• Van Zoonen


  Challenges her theory tat media contribute to social change by representing women in non traditional roles. As the advert doesn't represent the new society of women taking up more 'male roles' when the men went to war instead just reverts back to women being in the domestic sphere
• bell hooks


  Lighter skinned women fit better into the western ideology of beauty - advert reinforces this by only representing modern white women
• Gerbner


  Advert aims to cultivate the idea that it is the brand leader

  Gerbner's theory would argue the repetition of this key message causes audiences to align their own ideologies with them.
• Endorsement from Good Housekeeping


  Reinforces the quality of Tide and reinforces the idea it is the leading choice for washing up products.
• Who is the audience?


  Likely the audience is young women who may identify with the woman in the domestic sphere.