Advertising Set Text Analysis

Tide Poster WaterAid Audio- Kiss of a Vampire

Visual

Context Cold War Fears, red scares etc Aim to provide clean water, Hammer Horror Films British
American Dream decent toilets and hygiene Film Production Company
Consumerism & Capitalist Atomic London production Specialized in gothic B-Movie
Society (rise in disposable company – 'never quiet' , Rain Horror flms (late 1950s to
income) for good and subverts regular 70s) They used similar sets,
Post WW2 – patriarchy, codes of charity adverts and actors and production
nuclear family and suburbia show positive impact of their employees = codes of horror
Hollywood glamour work flms. Psychological thrillers
and slashers later took over
Typography Sans-serif to appeal to middle Uses inter-text (see lexis) and Wooden typography looks like
class demographic is sans-serif to seem modern stake or coffn which is cliché
Tide mentioned is in red and up-to-date? = link to context of Hammer
(connotes?) and is bold & Serif typography = older and
enlarged - how good it is and more traditional popular in
subverts regular typography the time and old vamps?
Iconography Top right – dishwasher – proud Radio commences narrative Thrusting herself towards the
(plus important things of it (domesticity), labour (juxtaposed greenery and rain) male vampire
about the texts) saving devices and rise of D.I
Apron reinforces female role Bucket signifes narrative Submissive male with veins,
Sun on her face bathing – overpowered and orgasmic
Hearts signify love and positive connotations posture
marriage connotations
Kids playing = schooling Gesture code of being held
Cartoon with white colour Water always has sun behind with one hard suggests
shirts and links to suburbia it and slow motion submissive to men
Nuclear family
Well = hub of community
Intertexual WW2 Women's land army Literally none... Hand drawn images &
References with the arm Christopher Lee's Dracula

Hair and curls are similar too Female Victims & Evil of
from adverts at the time Frankenstein
 Lexis 'you women' 2nd person mode
of address, conformity you
need to buy it or feel left out
and fail your family
'what women want' –
consumerist capitalist need
things america
'no-suds' and 'clean as tide' –
informal M.O.A and
superlative & hyperbole
'cleanest, whitest''world's best Claudia helps humanise her
– superlatives and american
gold complex, dominant
ideology
'650 without water' – negative Only lexis is the cast starring
inter-text but positions and how it goes to highest to
audience to want to change lowest paid (left to right) and
the lives of people for the relate this to the gender pay
better gap at the time and women's
liberation movement.
'Sunny' positive (also relates
to sun setting), one off
payment subverts codes and
conventions
too – powerful independent
woman

'Procter & Gamble's Tide' & 11

exclamatives
Colour Connotations Red – impulsive colour African patterning = Red on the code of dress of the
increases blood pressure used connotations of Africa man suggests lust, danger and
in marketing blood
Light is always behind the
White – innocence and water and Claudia bathes in Blood dripping off the 'V' also
perfection relates to virginity sunlight which has positive has danger connotations.
connotations
White collar work and collar on
husband's shirt
Demographics Female. 18+ 30+ disposable income and Unisex
Housewives an ABC1 NRS social grading. 18+ (due to BBFC regulation)
BC1,C2D Social NRS Grading The age demographic is also ABC1 and C2D social grading
White Americans related to the use of a 1990s
song. The target audience will
also be technology literate as
nearly 70,000 people have
viewed the advert on their
YouTube Channel
Psychographic Advert is aimed at aspirers as it High disposable income, no Explorers as they would want
Young and Rubicam uses collective lexis such as specifc religion, left wing to go out and experience new
which psychographic 'you women' and represents a political stance forms of entertainment such
does this appeal to stereotypical role model Reformer due to their social as this horror flm
more and why? conscience
Mainstreamer as it shows
families and wanting everyone
to have security
 Audio – Diegetic or No Audio – print based Uses song (non-diegetic) No Audio – print based
non-diegetic (WaterAid 'Sunshine on a rainy day' and
only) uses amplifed lyrics like
'makes me feel like I belong'
and seeing the community.
Radio diegetic sound
Code of Dress – why? White collar code of dress links Modern clothing with some Off the shoulder dresses, quite
to context of rise of white african patterns which sexual
collar work. signifes country and that
developing country
Apron reinforces gender roles
Posture and Body Loving embrace between the Happy posture when everyone Submissive, orgasmic posture
Language product and the woman meets at the well towards the of male
end of the advert Dominant posture of the
Proud of washing machine Holding woman in one hand
and her husband's shirt suggests she is submissive to
him
Codes & Conventions N/A Subverts regular codes by Reinforces the codes by using
focusing on the positive work same cliches, same cast,
WaterAid does production company etc
Cultivation Theory – Cultivate the idea that Tide is Audiences are used to the Not applicable theory here
George Gerbner the best and is very desirable codes and conventions of the
Also link Mad World sub-genre of advertising and
Syndrome to Cold War panic immune to non-diegetic
voiceovers and people
suffering
Reception Theory – Oppositional today because Oppositional reading as I Not applicable theory here
Stuart Hall feminism but at the time didn't donate but preferred as
@ the time be desensitised to focuses positively which
stereotypes and would have a subverts regular codes
preferred reading
Representation of Act as role models of domestic Claudia is a role model for that Women antagonists act as role
Identity – Gauntlet perfection and an audience lifestyle and will encourage model for women who are
may want to construct their others to donate to the charity repressed by men
own sense of identity against
it
Structuralism – Levis 'Yes' binary opposition Binary opposite of UK vs USA Light vs dark
Strauss Headscarf opposite of look and greenery and wet vs dry Good vs evil
good but also domestication and bland (includes dry earth Male vs female
'you women' and colour pallets compared Victim vs Attacker
Tide and binary opposites of to bright colour clothing).
other brands Claudia vs Unfortunate =
donate
 End of Audiences Not applicable theory here WaterAid is multiplatform so Not applicable theory here
Theory – Clay Shirky people could comment things
to contradict the meaning of
the video – one user said
'Water is a dream for some
people'
Two Step Flow Good House Keeping is an WaterAid is an opinion leader Universal is an opinion leader
Theory opinion leader and infuences infuencing mass audience (or – people liked other flms of
the mass audience celeb could tweet endorsing) theirs so like K.O.V
Uses & Gratifcations Personally identify with these Personally identify with Escapism and entertainment
Theory – Blumer & women Claudia as an independent
Katz woman
Feminist Theory Van Zoonen's – women's Van Zoomen's – represents Van Zoomen – assuming co-
role changed during the war Claudia as somewhat antagonist role, the female is
therefore the advert subverting regular work roles contributing to social change
contradicts this as the media as collecting water is by representing women in
did contribute to social change physically challenging – non-traditional roles though
as representing them in a non- although reinforced with the passive female does
traditional way women caring for children. actually enforce them
alongside the hour glass
Bell Hooks' – lighter skinned fgure and off the shoulder
women are more desirable dress.
and ft better into western
ideology and advert reinforces
this – reinforces colonial power