Question 1

Historical Context

Accepted Answer

Modern Society was typically classed by industrialisation and secularisation. It was thought that science and industry would improve the lives of everyone.

Question 2

Historical Context

Accepted Answer

Post WW2 saw the rise of new inventions , a variety of new technologies were designed for the home to make domestic chores easier.

Question 3

Historical Context

Accepted Answer

Fully automatic washing machines were extremely expensive.

Question 4

Representation in Tide

Accepted Answer

She has a full face of make up and her hair is perfectly styled. This signifies that perhaps appearances are important for women.

Question 5

Representation

Accepted Answer

Having her hair tied back in perhaps is quite practical representing her as being ready for domestic tasks.

Question 6

"TIDES GOT WHAT WOMEN WANT"

Accepted Answer

Strongly suggests that women enjoy domestic roles within the household.

Question 7

Representation

Accepted Answer

Positive representations of women in the home were created to encourage more women to willingly return to domestic lives after the war.

Answer

<P>Industry</P>

Question 8

Context

Accepted Answer

Many women went into a the places in which men fulfilled as they were off fighting, they were given freedom for the first time. Re-turning back left women dissatisfied and resenting their day to day chores.

Answer

Representation

Question 9

Male ownerships of media companies

Accepted Answer

The misrepresentations of women loving housework might be due to the predominantly male ownership of media companies. Some Women in the 1950 May have felt the advert was sexist. We see no representation of a male as we know they were often out working,

Question 10

Paul Gilroy (bell hooks)

Accepted Answer

The advert reflects Gilroys ideas that who're people are often represented as powerful, and that people from ethnic minority backgrounds are often marginalised

Question 11

Role model of women

Accepted Answer

The woman in the advert may have been seen as a role model by audiences and the advert may have helped to construct ideas about identity.

Question 12

Selection and Combination

Accepted Answer

The image of her is large in size, and is dominant in frame, making her seem powerful

Question 13

Historical Context

Accepted Answer

These representations of women would appeal to the target audience of post war women.

Question 14

Headscarf

Accepted Answer

Some argue the headscarf is a intertextual reference to a wartime propaganda poster by Rosie the Riveter, representing women as empowered.

Question 15

Van Zoonen feminist theory

Accepted Answer

Women are often seen as domestic.

Question 16

See image

Accepted Answer

This advert also challenges Can Zoonens idea that women are often sexualised in the media.

Question 17

See image

Accepted Answer

Van Zoonen says that representations are dependent on historical or cultural context.

Question 18

See image

Accepted Answer

Women were often represented as quite modest however nowadays they are more sexualised.

Question 19

Illustration of the advert

Accepted Answer

The illustration of the advert takes away from the realism as we know it has been created rather than captured that allows they character to be manipulated.

Question 20

See image

Accepted Answer

They tried to make the lives of women seem "ideal"

Question 21

See image

Accepted Answer

Reality of post war Britain wasn't particularly appealing for many.

Question 22

Social Context - 1950s

Accepted Answer

During the WW2, Women adopted manly roles, For Instance, medical, military roles.

Question 23

See image

Accepted Answer

However, domestic products were still aimed at a female audience

Question 24

Audience Targeting and Construction

Accepted Answer

Advertisers construct and target certain audiences

Question 25

See image

Accepted Answer

Some , mass audiences, others, niche.

Question 26

See image

Accepted Answer

Producers targeting specific audiences is called narrow casting.

Question 27

See image

Accepted Answer

Context is also important to the important to the construction of an audience - advert do lots of market research to understand what their audiences need and want , then sell this back to them.

Question 28

See image

Accepted Answer

Media Producers also use other institutions or influential people to help target their products to their audience.

Question 29

Cultural Context

Accepted Answer

Print Adverts typically used more text than we're used to seeing today.

Question 30

See image

Accepted Answer

Consumer Culture was in its early stages of development and , potential customers typically needed more information about them than a Morden audience who are more used to branding, advertising and marketing might need.

Question 31

See image

Accepted Answer

However these adverts reflect conventions do today.

Question 32

Lazarsfed's Two Step Flow

Accepted Answer

The two step flow is a theory of which suggests that media texts have a dominant ideology, that is mediated by an institution or an opinion leader eg a magazine or a critic.

Question 33

See image

Accepted Answer

The opinion leader then passes on their view and audiences then have a more informed view of the text before they consume it themselves.

Question 34

See image

Accepted Answer

Procter and Gamble were and remain a market leader in domestic products so including their name is another way of suggesting the product is of high quality

Question 35

See image

Accepted Answer

By 1951 the number of working women had returned almost to the pre war level and a bar on married women working continued nun many jobs. Trade unions defended higher wages for men, despite an increase in women's union membership.

Question 36

Stuart Hall

Accepted Answer

Argues there is no fixed meaning to any one image or any occurrence. The interpretation of meaning changes from person to person, and depends on the cultural and historical context from when where it is being presented or seen.

Question 37

See image

Accepted Answer

Conceptual Maps are views of the world that members of a society make and share together. The images of domestic tasks form part of the shared conceptual road map that give meaning to the "world" of the advert.

Question 38

Good Wife's Guide (Two Step Flow)

Accepted Answer

Is a magazine rumoured to have been published in a 1955 issue of housekeeping monthly describing how a good wife should act

Question 39

How are representations constructed ?

Accepted Answer

The dress code of the adverts main female character include a stereotypical 1950s hairstyle fashionable by contemporary film stars such as Veronica Lake.

Question 40

Binary Oppositions - Claude Levi Strauss

Accepted Answer

"There's nothing like Procter and Gambles Tide" Reinforces the conceptual binary opposition between Tide and its commercial rivals.

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