Tide advert analysis



Ideological Signification 

In the 1950's there was a dominant ideology that conveyed the fact that woman should be housewives. This is why the focal image is of a woman hugging the washing powder which shows that other woman in the 1950's would get excited and want this product for there own houses so they would buy this to become the perfect housewife. 
The producer has made sure the target audience is clearly woman and has emphasised this fact in the ideals and values of the advert.

The way we understand this advert is through Claude Levi-strauss' structuralism theory. We can tell this ad is not aimed at men as there is a woman in the centre and the main tag line says its "what woman want". The main binary opposite is that this has no mention of men so is could be about Men Vs. Woman and how there gender roles are completely opposite.


Comments

Post a Comment

Popular posts from this blog

Richard Dyer Theory of stereotypes

A Stereotype is a commonly held belief or assumption about a certain group of people. There are 4 parts to a stereotype Appearance Behaviour constructed to fit in to a particular medium Comparison with normal behaviour  Richard Dyer suggests that stereotypes are often used as a shortcut for the producer to convey their ideology. He also thinks that they are reference points for the audience and an expression of dominant societal values. Stereotypes legitimise inequality, " A way to ensure unequal power relations are maintained is to continually stereotype – GTAV is a misogynist video game where players have the opportunity to kill prostitutes in their own violent way – the game is entirely male point of view and arguably serves to maintain dominant male culture" This is something Dyer said himself, and we can see from the example he gave that there are many man and woman stereotypes.
Read more

Videogames 8 - Assassin's Creed and reception theory

Reception Theory - Stuart Hall Otherwise known as the encoding and decoding model The ideological perspective of the producer is encoded in every media product, through media language. Every media product therefore demonstrates a mediated perspective - Bias According to Stuart Hall audience's don't just stop at encoding a media product, it goes a lot further because audiences can decode the media messages. -Preferred Reading/Dominant reading The audience agrees with the dominant ideological perspectives encoded by the producer - Oppositional reading The audience disagrees with the ideological pperpectives encoded by the producer - Negotiated reading The audience agrees with certain ideological aspects of the media product, while dismissing and disagreeing with others. This is by far the most common reading. Assassin's Creed  One of the biggest dominant ideological perspectives of Assassins creed is that violence can be justified if it is used to further a
Read more

Magazine - Next article analysis - 350ppm

Image
Adbusters uses a lot of culture jamming by sub-verting or sabotaging mass media messages. 350ppm is talking about the amount of polution in the atmosphere. 350 is the safe level but scientists say we must reduce the amount of CO2 in the atmosphere from its current level of 400 parts per million to below 350ppm. There is no anchorage to the image on the left hand side, no headline or subheading to tell you what they mean. This is similar to a lot of pages in the Adbusters magazine. This double page spread shows a binary opposition between the model on the left who is all glamorous and the beggar on the right siting on the ground who is homeless.
Read more