Woman analysis

Woman Analysis by angelos on Scribd

Postcolonial theory by Paul Gilroy

Paul Gilroy believes that colonial discourses continue inform contemporary attitudes to race and ethnicity in  the post colonial era. Civilization-ism  constructs racial hierarchies and sets up binary oppositions based on notions of otherness.
An example is the British empire, in 1913 the British empire held way over 412 million people,23% of the worlds population.
Britain post-imperial postcolonial melancholia demonstrates its failure to let go of a long gone imperial past reproduces in the present imperial impulse. A target of impulse may be an immigrant

Here is a video explaining the postcolonial theory in more detail below.

Magazines

Magazines by angelos on Scribd

Media Re-Do Section A

Media Re-do Miss banks -Section A

In both of the adverts there is a big representation of gender in both of the adverts even though they Nivea is 50 year older than tide.

In TIDE feminists such as Liesbet Van Zoonen could argue that this advert suggest that women belong in the family and home cleaning, cooking, nurturing etc. this is because tide says “tides got what women want” suggesting that if you’re a women you should be happy with tide as the only thing women are meant to do is cleaning. Especially in 1950s America women did not have much power over men and most of their purpose was just to raise children and look after the house while the man goes to work and earns the family’s income. So the 1950s was a very patriarchal society as it was almost all controlled by men and women had no say in it. So Bell Hooks would argue that the idea that sex and race determine your role in a community and by all the women in the advert are white suggests that Tide isn’t targeted for black women as they are at the bottom of the social ladder and shouldn’t have the luxury of the best cleaning products as 1950s was also a very racist society for white and black people. As black people where not treated as equals to whites. She would also argue that this advert shows how patriarchal the society is and how men dominated the 1950s as it suggests that the only thing women need to be happy is to be able to clean very well and be at the home just to do the duties that men don’t want to be doing.

In Tide and Nivea there is use of semiotics as in Tide the central colour is red which has a feminism colour that could signal love and affection where as in Nivea the colour is blue which is a very masculine colour as when a male baby is baptised it traditionally wears blue colours to show its gender. In Tide there are also hearts over the women’s head suggesting that if you get tide you will be in love with straight away with it as much as you love your man as love hearts are often associated with a man and a woman being in a relationship therefore suggesting you will love Tide as much as you love your man.

 David Gauntlet says that our identity and thoughts are constructed by what media we look at which is true for both of these adverts as in Nivea there is a lot of skin showing unlike Tide suggesting that every male wants this white toned masculine body as portrayed in the advert. While women in the 1950s would want the best and newest products to please their man and to “keep up with jones’s” and would want to be as happy as that women looks in the advert through that advert portrayed through her smile in all the pictures suggesting (through Roland Barthes theory of semiotics) she is very happy with Tide and is living a very good life.

In both of the central images it emphasises how good the product is for example in tide the women is hugging the product emphasising her love and satisfaction of the product as its so good it also has some gender stereotypes as in the 1950s women did mostly all the cleaning and that was there role in society therefore it would make sense to put a women in the advert as a white middle class women would have been the target audience, not black women linking in to bell hooks theory as this is suggesting black women aren’t worthy of having Tide. However generally speaking men are portrayed as stereotypically lazy therefore saying that this Nivea allows you to do 3 things at once means you have to put less effort in what you’re doing so this would save you time and effort making very appealing to men. However the central image is still of a white male in the 21^st century suggesting that there still isn’t racial equality which is one thing bell Hooks was also fighting for showing throughout the course of 60 years society hasn’t changed that much as there is still racial inequality.

 However in both of the advert hyperbole is used by using word such as “extraordinary, cleanest, whitest, brightens” all these are used to emphasise how good the product but are mostly there to attract the audiences into buying the product all of these statements would attract audiences as everyone wants the best/ newest product to “keep up with the jones’s”.

I Daniel Blake

I Daniel Blake by angelos on Scribd