Introducing media language - PowerPoint Presentation

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Introducing media language

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First organ transplant 

1950s

Colour

TV was born 1951

Seat belts are introduced 1952 

Disneyland opens, McDonald's is founded 1955

Remote control was invented 1956

What happened in the 1950s? Slide3

First…

draw your idea of a woman in the 1950s… Slide4
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Brief History

What were the roles of Woman?

Housekeeping and raising a family were considered ideal female roles during the 1950s

However, working women had yet to attain many positions of influence

By 1956, 35 percent of all adult women were members of the labor force, and nearly a quarter of all married women were working.

More women were entering the work-place as well as a result of World War 2.

With marriage and birthrates booming, women were becoming wives and mothers at unimaginable levels.Slide6

Rising Opportunities 

Media views 

Many women were torn between traditional expectations and the opportunities available to them.

With a wife making most of the family's purchases, it made sense that she also controlled the family finances. 

 By the 1950s only a few women held national office: out of the 531 members of Congress in 1956, 16 were women.

Since women bought 65 to 80 percent of all goods sold in the United States, advertisements and product designs were frequently aimed at feminine concerns

While advertisers continued to depict women as domestic servants, real women were finding fulfillment in jobs, volunteer work, and social organizations as well as homemaking.Slide7

T  I  D  E  

What is Tide? 

Tide is a laundry/ detergent manufactured by Procter & Gamble, introduced in 1946.Why was it designed? 

...for heavy-duty, machine cleaning. Slide8

Media Language

The way in which the meaning of a media text is conveyed to the audience. 

One of the ways Media Language works is to convey meaning through signs and symbols suggested by the way a scene is set up and filmed.

Semiotics

How meaning is constructed through language and codes. 

Firstly there is the "Signifier which is what is there in front of us, what we see and the form the sign takes. 

Then there is the "signified" which is an idea associated with the signifier – the concept it represents.

Ferdinand de Saussure 

a Swiss linguist and semiotician. His ideas laid a foundation for many significant developments in both linguistics and semiology in the 20th centurySlide9

Tide advertisements from the around the 1950s only portrayed woman as washing the laundry. 

They fit right into the category of women being somewhat degrading in comparison to men

Women are shown cleaning and showing off the 

“miracle tide".

This advertisement presents fast, effective and "miracle" results. 

The use of the tagline categorizes women as it is suggested that all women want the same thing. 

The main image of the woman hugging "Tide" suggests happiness and love as well as a close relationship – she doesn’t want to let it go. 

AUDIENCE

TARGETSlide10

PERSUASION

The use of the

colour

red

connotates love - emotionally intense colour

The women smiling suggests happiness and joy because of the product advertised 

"The Perfect Woman“, the ideal image – audiences would admire her.

The popular use of exclamation marks evokes excitement – note of admiration – and feeling of astonishment and surprise of the amazing results of TIDE.

The repetition of the word "tide" reminds the audience of the brand – drilling the idea of buying the product in their head – encourages fast

selling

– use of hyperbole.

Direct address – personal - involves and engages the

reader

and drawing the audience to buy

th

product Slide11

VISUAL CODES

Visual codes are seen in the TIDE from the 1950s. The target audience will unintentionally identify the clothing she is wearing; it is pure white which symbolises cleanliness – enhancing the main concept of the product.

In addition, the advert overall is very colourful and aesthetically pleasing to the eye. This allows the reader to be drawn in.

The red text enables them to quickly understand the advert and what it is about.

The choice of colours are simplistic yet effective

The red typography symbolises the red box & packaging of the actual product.

The key phrases are highlighted in red such as ‘cleanest’, ‘whitest’ & ‘brightens’ so that the audience will notice these key terms first which positively promotes the product.

The white background again reinforces the element of cleanliness, complementing the initial idea of this concept from her clothing etc. overall.Slide12

LAYOUT AND DESIGN

How is the advert constructed? Where are the images and text placed?

What effect does this make?

CENTRAL IMAGE Why has it been chosen?

What does it communicate? TYPOGRAPHY AND GRAPICS

What can you say about the font style? How does the graphics help persuade the audience?

COLOUR What do the colours suggests?

Is it part of the branding?

LANGUAGE AND MODE OF ADDRESS

How does the advert “speak” to its audience?

Is it a hard sell or a soft sell advert?

ATTITUDES AND BELIEFS

What attitudes and beliefs are conveyed?

Does the product advertise that it will change you life?

ANALYSIS

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Audiences

1950’s to Present DaySlide14

Audiences in the 1950’s

In the 1950’s the target audience of a product was very different to today’s day in age.

This is due to reasons such as… 1950’sStereotypes Social contexts of audience Technology Breakthroughs Today’sSlide15

Stereotypes in 1950’s Audiences

What do all of these have in common? They all depict housewives.

The stereotype around the housewife was that they always wore lots of make up and loved doing all of the washing hence the many print adverts that show women hugging washing detergent.

Also, if you look at the ethnicity of all of the women in adverts shown and if you look online you will find that all of them are Caucasian so this could be seen as a stereotype also it reinforces the bell hook’s feminists theory that lighter skinned women are considered more desirable. Slide16

Social contexts of the audiences.

When the Tide advert came out in the early1950’s the world had been several years removed from the devastating World War 2 in which women played a pivotal part in medical, engineering and driving work.

After this the housewife stereotype kicked in to full effect all across the advertising scene in the USA.However, over 60 years times have changed and with that so have stereotypes and although the stereotype does still exist it is less prominent and used in a less extreme way. We now live in a time where technology dominates the life’s of the human being and many stereotypes are now created by the media.Slide17

How technology breakthroughs affected the new era of audience

With the introduction of dishwashers and liquid washing capsules have rendered manual washing redundant or just extra effort and energy. Also, washing up powders have been replaced by more liquid based products.

The brand Tide itself has seen a major decrease in popularity over the years with brands such as Ariel, Fairy and Surf booming in popularity and taking over the screens of the masses as Tide faded off shelves across the world.Slide18

RepresentationSlide19

Representation

•Women were seen as secondary citizens to men

•Their primary purpose was to cook, clean and cook after the home which this print adverts conveys. The woman is hugging the product which implies that this is the one thing she wants in her life. As an audience we are able to decode this message from the advert.•The advert may have been constructed in this way to suit society's view of women at this time. this may therefore have appealed to the company's target audience.•there are also pink hearts coming off of the washing powder. This could link tot he stereotypical colours and images associated with women and the idea that at this time they were expected to clean and nothing else.•As well as this, women at this time were seen to be overly emotional which could be another reason why the women in this advert was presented in this way.Slide20

Representation continued

“Women were twice as likely as men to be in commercials for domestic products and men were twice as likely as women to be in adverts for non-domestic products”

In the past media products tended to convey straightforward messages about the ideal types of male and female identities.- David Gauntlett’s theory of representation. Slide21

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