00:00:00
hello and welcome to my
00:00:01
easy-to-understand guide to tight which
00:00:04
is a print advert set text at a level
00:00:06
for the Media Studies educast
00:00:08
exam tied could appear in a question in
00:00:12
component one for one of two sections
00:00:14
and that is either representation or
00:00:17
audiences I'm going to do this video
00:00:20
which is going to be focused on
00:00:21
audiences so tight but there is a
00:00:23
separate video about representations so
00:00:26
if you're interested in the
00:00:27
representation questions using tied then
00:00:29
please check that video out as well and
00:00:31
if it does come up within the audience
00:00:34
questions they will be stepped questions
00:00:36
some that require a shorter one word or
00:00:39
one sentence answers and some that
00:00:41
require a more in-depth answer as well
00:00:43
and it is going to require some factual
00:00:45
knowledge about the product its target
00:00:47
audience and some understanding of how
00:00:49
that product the advert targets those
00:00:51
particular people so you're going to
00:00:54
need to be able to identify the target
00:00:56
audience for tight this is reasonably
00:00:59
simple you can probably tell from the
00:01:00
advert and the choices of people within
00:01:02
the advert that the target audience is
00:01:04
female predominantly probably 18 to 40
00:01:08
so it's hard to tell the age of the
00:01:11
women in the advert because they
00:01:13
illustrate it they're almost timeless
00:01:14
it's very difficult to tell their age
00:01:16
and I guess that helps the advert appeal
00:01:18
to a wider age range of people but in
00:01:21
the 1950s the kind of people who would
00:01:23
be on their own shopping for laundry
00:01:25
products and doing the laundry for
00:01:27
themselves and their families would have
00:01:28
been those women who were housewives and
00:01:31
who had their own families and they
00:01:33
would have been around eighteen to forty
00:01:34
years of age the product is likely to be
00:01:38
targeted mostly at white women don't
00:01:40
forget in the 1950s immigration and
00:01:43
diversity was only really starting to
00:01:46
happen within Britain and predominantly
00:01:48
the audience's that were targeted by
00:01:50
products on television and in the print
00:01:52
media were white women and so perhaps
00:01:56
that is why there's a lack of other
00:01:58
ethnicities within the advert and
00:02:01
because it does mention America within
00:02:05
the advert we can assume that the target
00:02:07
audience is predominantly Americans
00:02:08
although it would also have appeal to
00:02:10
any woman with
00:02:13
post-war Allied countries so Britain etc
00:02:16
as well what you need to be able to do
00:02:18
is have a think about how it appeals to
00:02:19
that particular target audience so the
00:02:22
fact that the choice of characters when
00:02:23
the adverts are women aged 18 to 40 are
00:02:29
very beautiful that is a way of
00:02:31
targeting women who had aspirations to
00:02:33
be perfect housewives perfect mothers so
00:02:38
the representations are a good way of
00:02:39
targeting that audience the use of
00:02:42
language you know they use the word
00:02:44
women or women so many times in this
00:02:46
advert that it is clear that that is who
00:02:48
they're targeting so it's important to
00:02:51
be able to see how they've used language
00:02:53
to target that audience as well they use
00:02:56
a lot of direct address so the use of
00:02:59
the word you appears several times
00:03:00
within the advert so that direct mode of
00:03:04
address is a good way of drawing in your
00:03:06
target audience to the images they use
00:03:10
would have appealed to the target
00:03:11
audience the image of the lady appears
00:03:15
to be a kind of subtle intertextual
00:03:17
reference to perhaps a wartime
00:03:18
propaganda poster featuring a character
00:03:21
called Rosie the Riveter this adverts
00:03:23
might have reminded many audiences in
00:03:26
the 50s of that advert which home was
00:03:28
quite famous within the 1940s and so
00:03:31
that's a good way of targeting those
00:03:32
audiences in the 50s who may have
00:03:34
remembered the Rosie the Riveter poster
00:03:36
from the previous decade the woman's
00:03:39
dress codes so her outfit her hairstyle
00:03:42
and the curls with the headscarf
00:03:45
actually reflects what was fashionable
00:03:47
in the 1950s there were many famous film
00:03:49
stars like Betty Grable and Veronica
00:03:52
Lake who had hairstyles like this and so
00:03:55
the representations would have reflected
00:03:57
what was popular at the time the clothes
00:04:01
hanging on the washing line in the
00:04:02
cartoon strip at the bottom of the
00:04:04
advert helped us to identify the marital
00:04:07
status and family situation of the
00:04:09
target audience there are men's shirts
00:04:11
and there are children's clothes on the
00:04:13
washing line which suggests that the
00:04:14
target audience are going to be women
00:04:16
who are married in heterosexual
00:04:18
relationships with children as was quite
00:04:21
common for that age group in the 1950s
00:04:23
there is an image of the washing
00:04:25
machine in the top right-hand part of
00:04:28
the adverts and this is also a really
00:04:30
good way of targeting that post-war
00:04:32
1950s audience because in the 1950s we
00:04:35
have this sudden boom of consumerism
00:04:37
rationing had ended people started to
00:04:39
get more disposable income consumerism
00:04:42
went through the roof and people started
00:04:44
to be able to buy new technologies like
00:04:46
washing machines that they've never had
00:04:47
before and so the use of what would have
00:04:50
been a very new and very fashionable
00:04:52
item like a washing machine on the
00:04:55
advert it's really good way of drawing
00:04:57
in those audiences in the 1950s and in
00:04:59
particular those audiences that aspired
00:05:01
to be fashionable or have the latest
00:05:04
technologies and in order to impress all
00:05:07
their friends there is a small stamp on
00:05:10
the advert which says guaranteed by Good
00:05:12
Housekeeping now Good Housekeeping is
00:05:15
and was a magazine still exists today
00:05:17
and obviously at women who are primarily
00:05:20
based in the home and good housekeeping
00:05:23
was seen as quite a aspirational opinion
00:05:26
leader for audiences it was a magazine
00:05:29
that was very well respected by women of
00:05:31
this particular demographic and so
00:05:33
featuring it's kind of seal of approval
00:05:35
or endorsement on the advert would help
00:05:38
to attract women because they would
00:05:40
think well if Good Housekeeping thinks
00:05:41
this product it's good quality then it
00:05:43
must be the advert uses a variety of
00:05:47
written language in order to try and
00:05:49
encourage the audience to take that
00:05:51
preferred reading they use words like
00:05:53
miracle trust like no other and they're
00:05:57
constantly using those words to build up
00:06:00
this idea that tide is brilliant
00:06:02
and that is very different to all other
00:06:06
watch products on the market at the time
00:06:08
so the use of the words is there to try
00:06:10
and encourage the audience's to take
00:06:12
that preferred reading that tide is a
00:06:14
great product some audiences in the
00:06:17
1950s and some audiences in modern-day
00:06:19
periods may have reacted in more of a
00:06:21
negotiated or oppositional way to this
00:06:23
advert for example those women who was
00:06:26
starting to develop more feminist ideas
00:06:28
as was happening in the 1950s and going
00:06:31
into the 60s may well have seen this
00:06:33
advert and felt that perhaps it was a
00:06:35
little sexist old-fashioned and they
00:06:38
didn't want to be seen as
00:06:39
Housewives loving their domestic chores
00:06:41
some women may have felt it
00:06:43
oversimplified their lives
00:06:45
certainly modern audiences often look
00:06:48
adverts like this and responding quite
00:06:50
an oppositional way feeling as though is
00:06:53
an incredibly sexist old-fashioned
00:06:54
advert but the way audiences respond
00:06:57
will entirely depend on their gender for
00:07:00
example whether they're male or female
00:07:02
men might respond very differently to
00:07:04
this advert and the cultural context
00:07:06
they come from whether they do a lot of
00:07:08
housework and the historical time period
00:07:11
which the audience originates from as
00:07:13
well if you're looking for audience
00:07:15
Theory gerbner and his cultivation
00:07:18
theory could be applied to this advert
00:07:19
with the idea being that many women
00:07:22
would have been exposed to a lot of
00:07:23
adverts like this in the 1950s and so
00:07:26
the effects of this advert and the
00:07:28
effects of the media language and the
00:07:30
representations might have built up and
00:07:32
up and up over time as they'd seen more
00:07:33
and more adverts of women enjoying
00:07:36
housework of perfect lifestyles of tide
00:07:38
and so perhaps the effects on an
00:07:41
audience could be seen to cultivate or
00:07:44
develop over time depending on if
00:07:46
they've seen a lot of other adverts that
00:07:48
are similar gerbner might also believe
00:07:52
that this advert is trying to cultivate
00:07:54
or develop particular ideas and
00:07:56
viewpoints so if you have a look at the
00:07:59
advert there are lots of messages that
00:08:00
are repeated several times there's three
00:08:02
separate bullet points where they
00:08:04
reiterate over and over again that this
00:08:06
is going to be the cleanest wash the
00:08:08
whitest wash there's lots of repetition
00:08:10
within the advert about how this is
00:08:12
exactly what women want this is giving
00:08:15
the audience giving women what they
00:08:16
desire and so repeated messages
00:08:20
throughout the advert hopefully in from
00:08:23
Procter and Gamble's point of view are
00:08:24
going to cultivate the idea in the
00:08:26
audience's mind that tide is the best
00:08:29
product on the market you can see that
00:08:32
these messages might have cultivated
00:08:34
over time as well if you look at some of
00:08:36
tides other adverts from the same decade
00:08:38
the styles the messages the images are
00:08:41
all very similar and so perhaps the
00:08:43
effects and the meanings from these
00:08:45
adverts might have cultivated over time
00:08:46
to really enforce the idea with the
00:08:48
audience that tide was the greatest
00:08:50
product on the market for long
00:08:53
another thing that you might want to
00:08:55
know for this audiences section is how
00:08:59
audiences might use media products
00:09:02
differently you might want to look at
00:09:04
the users and gratifications theory for
00:09:06
this it's not a set theory but it does
00:09:08
come in useful for working out how
00:09:11
audiences use products differently many
00:09:13
audiences would still have looked at
00:09:15
adverts for entertainment value it still
00:09:17
would have seen quite quirky they
00:09:19
haven't really got to the stage in the
00:09:21
1950s of being really bored by
00:09:23
advertising as we often are now and so
00:09:25
many audiences would have quite liked to
00:09:27
look at these adverts and been quite
00:09:29
entertained particularly in this advert
00:09:31
by the kind of nice brightly coloured
00:09:33
images the cartoon strip lots of writing
00:09:36
and it would have seemed perhaps quite
00:09:38
exciting to some audiences other
00:09:41
audiences might have used adverts like
00:09:43
this for information about products
00:09:45
there were very few places where women
00:09:47
could get information about products to
00:09:49
buy a lot of people didn't have
00:09:51
televisions yet it wasn't very
00:09:52
commonplace in the 1950s it was still
00:09:55
quite a new technology and there was no
00:09:58
internet obviously so if you wanted to
00:10:00
get information about new products that
00:10:02
were out on the market or what different
00:10:03
products might do for you then looking
00:10:06
at the adverts and reading all this
00:10:08
information and the small print would
00:10:10
have been a good way to get information
00:10:12
for an audience in the 1950s many
00:10:15
audiences might also have looked at this
00:10:17
product and been able to identify with
00:10:20
the people in it so being able to
00:10:22
identify maybe with their lifestyles or
00:10:25
with what they wanted to achieve and
00:10:27
they may have seen it as escapist and
00:10:29
aspirational something that you know
00:10:31
perhaps perhaps audiences at the time
00:10:33
would have looked at adverts and and
00:10:35
used it to dream about having a better
00:10:37
life some people may not have had a lot
00:10:39
of money after the war and may have seen
00:10:41
adverts like this and really enjoyed
00:10:43
looking at them to dream of what they
00:10:44
could buy when they had more money in
00:10:47
the future
