Tide Advert
The Tide advert represents comedic and stereotypical commercial use. Portraying women as the domestic cleaners, with zero reference to men, a representation of 1950s advertisement. It has within it, what an expectation of 1950s adverts are like because of the genre conventions in advertisement.
The advertisement is identifying the target audience, assuming only women will buy it and is showing this in the way it is constructed. Its subtle hegemony that makes women think they should be washing clothes. It identifies the gender role norm and assumes women would be ecstatic at the thought of buying this product.
This advert makes great use of Mulvey's male gaze, where men are very presumptuous in thinking women will buy their product. There are many connotations and denotations in the text, one being in saying "tide's got what women want!" From this we can denote that there is an assumption that women's lives revolve around domestic cleaning and are constantly longing for something to make that better and more efficient.
The woman in the advert is also hugging a personified Tide box, implying that women are almost in a "relationship" with their cleaning products because they admire what it can do and would love Tide for making it easier. It is constructed in a way to make it look as if women are recommending it to other women. This adds trust factor as women tended to trust women in their cleaning products and regimes in the 1950s.
The advertisement is identifying the target audience, assuming only women will buy it and is showing this in the way it is constructed. Its subtle hegemony that makes women think they should be washing clothes. It identifies the gender role norm and assumes women would be ecstatic at the thought of buying this product.
This advert makes great use of Mulvey's male gaze, where men are very presumptuous in thinking women will buy their product. There are many connotations and denotations in the text, one being in saying "tide's got what women want!" From this we can denote that there is an assumption that women's lives revolve around domestic cleaning and are constantly longing for something to make that better and more efficient.
The woman in the advert is also hugging a personified Tide box, implying that women are almost in a "relationship" with their cleaning products because they admire what it can do and would love Tide for making it easier. It is constructed in a way to make it look as if women are recommending it to other women. This adds trust factor as women tended to trust women in their cleaning products and regimes in the 1950s.
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