Advert

 Tide Print Advert

These adverts reinforce the typical stereotypes that women are only valuable in regards to cooking and cleaning and taking care of the house as a housewife. In tide, women usually had hairstyles that were out of their faces yet still always had a full face of makeup, her red lipstick could signify love. The use of bright colours which attract attention to her and the product. Throughout this advert a variety of codes are used to express and symbolise different meanings.

Code Used	Connotations It Has
The gesture code of the woman hugging the Tide product.	This has connotations of relationships and love and the product is presented as having an important role in her life.
The use of superlatives, for example in ‘World’s cleanest wash’	This has connotations of dominance and shows a sense of excitement.
The use of happy expressions of the women displayed in the adverts.	This shows how women were supposed to be submissive and do as they were told especially with house work. The expressions also show how in love she is with the product.
The use of clothing that the women wore were seen as a trend and fashionable at that time.	This expresses how women were only allowed to wear dresses or skirts because trousers were seen as clothing for men and it was a typical fashion for women during the 1950s.
The use of colour used primarily in the advert is red, bright and bold colours.	This has connotations of how the women were deeply in love with the Tide product and that it was the only laundry detergent that they used.
The text ‘Tide’s got what women wants.’	This has connotations of how buying Tide is an essential need on becoming the perfect housewife.

The Tide advert is aimed towards a stereotypical 1950's mainstream female audience. The advert follows David Gauntletts theory of identity, as it gives a depiction of women to the target audience and would encourage them to be more like her. 

To attract its audience it uses various different technical codes such as the use of strong primary colours, large font size so that it would stand out in a magazine. The use of hyperbole and exclamation marks make the product seem like a 'must have'. Furthermore, it would appeal to the typical housewife as it was the 1950's a clean and perfect home was ideal. The woman in the advert is happy and attractive which allows the audience to think that if they buy the product they'll be happy too. The language in this advert is colloquial, using an American informal tone to mimic the style that women in that era would've talked. 

This advert links to the Cultivation theory, this theory surrounds the idea that the more an individual watches tv the more they start to believe it and see it as a depiction of reality. This could apply to the Tide print advert as it involves the repeating of images to allow it to stick in your mind. It also follows Tunstalls theory of femininity falling under the domestic category this is because women are strongly associated with 'home tasks' and the connotations that come with it.