Tide Analysis #2 and Claude Lévi-Strauss

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Modes of address- how a media product speaks to its audience
Lexis - choice of a type of language used in a media product
Anchorage - where the meaning of a media product is fixed or weighed down by something else
Polysemy - a media product with a lot of potential meanings
Superlative - best possible
Hyperbole - extreme exaggeration
Any word ending in "ation" - process (e.g objectification is the process of being objectified)

Top Left Corner

  • as Tide have what women want, it will make women who don't buy Tide feeling left out and abnormal
  • Lexis on the heading of "Tide's got what women want" stands out to the audience due to the size of the text as well as the bold colour of the red
    • reinforces the ideology that women like tide and should be doing the domesticated jobs
    • font is sans serif - informal modes of address
    • influential and almost attracting the audience
  • colour red
    • Tide in the colour red makes it stand out and be easily differentiated from the rest of the text
      • red connoting love and romance
  • font
    • handwritten style font makes it look personal relationship between the product and the audience

Top Right Corner

  • washing in the 50s was done all by hand
    • very time consuming so having powerful suds was essential
  • "no other washing product"
    • superlative product
    • heavy use of hyperbole
  • model has an hourglass figure which was expected of women in the media of the 50s (American beauty standards) and is still seen in the media today
  • exaggerated facial expressions seem unrealistic
    • pairs along with the hyperbole
  • MOS of cartoon makes the producer seem like his ideal women
  • "Clean" and "Tide" being in red sticks out and makes it seen
  • model appears as a mannequin or a dummy

Middle of the Advert

  • "cleanest", "whitest" and "brightens" stands out as it is large and in red
    • all ideal characteristics in wash products
  • use of "America" makes them feel like they are investing in their own country
  • "Whitest wash"
    • white is a desirable colour
    • possible racially motivated due to repetition
    • repetition makes white seem superior

Bottom Right Corner

  • typical garden setting
  • traditional white western women
  • "Tide" shown in bigger letters to make the brand stand out
  • 2 women hanging washing represents the ideology that women do the domesticated jobs
  • the conversation is a huge promotion for the business
    • "nothing like Procter & Gamble's Tide"

Bottom Left Corner

  • 'remember' leaves it as a last moment for people to 'remember' the brand
  • anchorage due to 'remember'
  • assumption the audience (women) are stupid
    • sexist ideologies
    • heavy repetition
  • women had little education, so the advert was "dumbed down" to try and get them to "understand"

Claude Lévi-Strauss

Binary Opposition

Where two concepts, messages or values are presented in direct opposition with one another. Lévi-Strauss suggested our perception of the world is based on binary oppositions 

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