tide - representation

• how is the main women represented

  she has a full face of makeup and her hair is perfectly styled

  this signifies that perhaps appearances are important for women

  reflects fashion trends at the time
• what does the woman hugging the box & symbolic hearts represents

  representing her and women in general of loving tide & housework

  typical representation of women in the 1950s

  emphasised by the slogan at the top 'Tides got what women want' - women want to be involved in housework
• what happened post war and why was positive representations of women in the home needed?

  during the war, women replaced male jobs whilst the men were fighting - some felt dissatisfied when returning to household jobs

  
  

  positive representations of women in the home were created to engage more women to willingly return to domestic lives after the war
• why & how is the woman represented as powerful

  large, dominant in the frame image

  
  

  women were the ones doing the shopping so positive representations would appeal to the target audience of post war women
• van zoonen


  reflects her ideas that women are often shown as domestic

  challenges her idea that women are sexualised

  
  

  representations are dependent on historical/cultural context - sexualisation of women was uncommon in 1950s media
• how could the advert be considered a 'version of reality'

  entirely illustrated

  easy to manipulate the women into looking and doing what the producers wanted her to do

  comic strip - adds a fantasy feel

  escape for audiences
• what may have caused the misrepresentation of women loving housework

  predominantly male ownership of media companies

  women not in production roles to challenge the representation
• bell hooks


  the advert fails to represent non-white women, reflecting hooks idea that white women are often ideolised
• Gilroy


  white people are often represented as powerful and that people from ethnic backgrounds are often marginalised
• gauntlet


  the woman in the advert may have been seen as a role model by audiences and the advert may help to construct ideas about identity