Component one section A - Analysing Media Language and Representation

Print Advert – Tide Case Study - A-Level Media Studies
Tide Print Advert

The advert uses hyperbole in the form of emotive and exaggerated lexis to help sell the product. For example, "Tide's got what women want!".
Additionally, inclusive and friendly lexis is used in conjunction to the main image of a woman hugging a box of Tide in order to build the impression that the product is a friend that helps you around the house. It also builds a relationship between the target audience of the product (working class housewives aged 30+) and the product itself. This is also evident withe the direct address with the line "no other product will get your product as clean as tide!" meaning that it is targeting the audience directly, securing that connection with the audience.
In addition to this, the advert includes a dense layout with a lot of text and imagery. As well as this being typical of 1950s advertising it also suggests that the target audience has the time to read through the advert suggesting they may be unemployed such as housewives as this time. Furthermore, the iconography and art style as well as the mise-en-scene is very typical of working-class 1950s America.
The advert also works heavily with stereotypes which is also typical of advertising at this time in history. For example, the advert has a very stereotypical representation of women and women as housewives. This is because the product is obviously a cleaning product (which we can infer from the lexis and the imagery of a washing machine) and it is obviously targeted at women because the main image is of a women as well as having various images of women around the main image. This works with stereotypes because around this time of the 1950s women were seen as people who should stay at home and look after all of the domestic tasks such as cooking, cleaning and looking after children. This links with the representation of women in the advert as the main image is of a woman hugging a cleaning product along with other images of women cleaning. This advert also reinforces the stereotypes of this time that men and women have very different roles because as the advert depicts women conforming to the typical lifestyle of a women there is no men present in the advert suggesting that they are out at work which reinforces the idea that the men of this time should be out working and earning money whilst women look after the domestic tasks. Additionally, the fact that there is a lot of information and text on the advert means that it reinforces the stereotypes of the different gender roles as the men wouldn't have time to read the advert whereas women would meaning that it is targeting women over men. This also means that the advert is a typical construction of working class America in the 1950s.


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