Tide advert

A vast majority of Tide adverts are controversial as they connote many stereotypical ideologies.

Tide adverts conform to the notion that women should be domestic servants and undertake any chores in order to gratify their husbands. In this advert, the dominant reading suggests the wife finds pleasure being subjugated to her husband. The washing powder clearly brings  a sense of happiness as the wife can bring joy to her husband by cleaning his clothes contentiously. The phrases that join the advert are also stereotypical. While 'He wears the cleanest shirts in town' is in a larger and brighter font, '...his 'Misses' swears by tide' is smaller and harder to read. The red font dominating over the black font could connote the husband taking credit for his wife's work therefore highlighting his dominance and superiority over her. The fact that she is referred to as 'Misses' also connotes this idea as she doesn't have an identity without other than her husbands. She is completely dependent on him both physically and emotionally.


On the other hand, the post-feminist reading of this advert could suggest that women have a right to be what they want to without having to justify their reasons. If a wife finds pleasure making her husband content then she should continue to do so. However, this should be voluntary and not forced.

However, this advert is old and therefore embodies a traditional family in the 1900's. However, most women were forced to act submissive to their superior and were also born into this notion. This would allow them to think subjugation is normal and a process every woman has to endure.

It could be argued that the feminist movement of the 1900's worked exceedingly hard to combat these stereotypes making these adverts unacceptable.

Women's representation is the only archetype in this advert. The couple is heterosexual which was a hegemonic view in the 1900's. The advert suggests that a heterosexual couple is what is normal and it shouldn't be any other way. The wife is blond, skinny and tall and essentially perfect. This espouses the idea that a wife should live up to these expectations of beauty or she isn't worthy of a husband.

To conclude, a heterosexual couple and passive wife are seen as idealistic in this advert. This advert also suggest that a woman should give up her rights and her freedom for the happiness of her husband.

Comments

  1. H.O'Shea14 November 2017 at 14:00

    1. 'Controversial' at the time? To a modern audience? Remember to take account of context. Controversial would suggest that a majority of the audience offered an oppositional reading of the text.

    2. The phrase 'stereotypical ideologies' needs unpacking. Perhaps 'stereotypical representations of gender and gender roles in accordance to ideologies of...'

    3. 'act submissively'

    4. What about a feminist reading?

    5. 1900s???

    6. Still is a hegemonic message.

    BUt overall, some perceptive insights.

    ReplyDelete

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