Factsheet on Tide advert
https://drive.google.com/open?id=0B1tIEwQVoQB4N1pHbEZCMkgxdm8
Article on sexism in vintage advertising ;
http://www.telegraph.co.uk/women/womens-life/10803478/Sexist-Vintage-adverts-show-how-offensive-the-advertising-industry-was.html?frame=2899413
Great youtube video on women in advertising
https://www.youtube.com/watch?v=34nMcaY_Cxo
Key areas to consider:
Historical context: - Post WW2 there was a boom in technology for the home designed to make household chores easier. Hoovers, fridge-freezers, microwave ovens and washing machines all became desirable products for the 1950's consumer.
Article on 1950's advertising
https://www.csustan.edu/sites/default/files/honors/documents/journals/soundings/Holt.pdf
Cultural Context: - Print adverts in the 1950's tended to use more text (copy) than today's ads, with consumer culture growing (more money post war and more technology available) with new brands and products entering the market adverts needed to give the potential buyer more information than we would be used to today.
Media Language
Codes and Conventions: -
Z-pattern advertising constructs advertisements based on the theory that people will scan images from left to right and, to a lesser extent, top to bottom. Ads with a narrative flow may benefit most from Z-pattern layout, although any ad design can incorporate the basic concept, that the eye moves from one segment of the ad to the next before exiting.
Rule of thirds is applied by aligning a subject with the guide lines and their intersection points, placing the horizon on the top or bottom line, or allowing linear features in the image to flow from section to section.
Headings, subheadings and slogans are in sans serif connoting an informal mode of address
Theoretical perspectives and advertising
Roland Barthes - Semiotics -
- Creates enigma by stating 'Tide's got what women want' and emphasises tension building through repeated use of exclamation marks.
- Use of hearts and woman's NVC suggests love and adoration
- Use of hyperbole and superlatives - Miracle, World's whitest wash! and list of threes 'No other'...(opposes other brands).
Levi Strauss - Structuralism -
Binary Oppositions - Reinforcement of Tide's 'powers' in comparison to other brands made it the best selling washing powder at the time.
Representation -
Look at the following adverts and consider the messages that they were conveying about women and their position in society at the time.
http://i.dailymail.co.uk/i/pix/2012/12/30/article-0-16B0E7B6000005DC-397_964x655.jpg
http://i.dailymail.co.uk/i/pix/2012/12/30/article-0-16B0E7B1000005DC-363_964x1440.jpg
https://guestlist.net/uploads/articles/2015/11/88757.jpg
http://www.businesspundit.com/wp-content/uploads/2010/03/50s-ads-1.jpg
http://cdn.ultraswank.net/uploads/harder-cuter-she-looks1.jpg
http://i.dailymail.co.uk/i/pix/2012/12/30/article-2254806-16B0F93A000005DC-542_1024x615_large.jpg
