Representation of women- KEY TEXT TIDE

 Women are represented as the domestic workers in the family household, this is shown in the advert as it is only women depicted on the poster which suggest that only women do all the domestic chores such as the washing in the household. This also fits in with the time time period the advert was created (the 1950s). Even though today the domestic work in the household is split more equally, in the advert the women don't really look  bothered that they are doing all of the housework this is shown by how the women depicted on the advert are smiling which connotes happiness and enjoyment of washing the clothes. You can also tell that women are the only ones who do the housework, because one of the texts says "tides got what women want" it doesn't say women and men it only says women which shows that the product is targeted at just women as they do the domestics work.

The dominant colour of the advert is red including the women's make up. The fact that she is wearing red blush and lipstick connotes that, after she is done doing the washing and other domestic chores she is then her husbands sex object as red is a lustful and very sexulising colour. This shows the lack of power women had over their body in the 1950s as they were sexually objectified by their husbands as they had to meet their every need. The make-up also suggest that in the 1950s women were only seen as beautiful if they are wearing a lot of make-up. Red is also a colour of love which could suggest that she is in love with the product and washing the clothes.

The text at the very top of the advert that says "no wonder women buy tide more than any other washday product", this connotes that women who use this product are part of the elite as it is the very best and this is to persuade other women who use a different wash day product to use Tide so they can be part of the elite group of women. And this is also a marketing technique to get more money as the more people that buy their product the more money they get.

The Tide advert is different to modern day advert as women are no longer represented as only domestic wives, in adverts today they are shown to be the 'bread winners' as well as men. This is because women have gained more equality and rights since the 1950s and men are now taking part in more domestic chores around the house as the work in the typical modern household is more equally split. For example in the Cillit Bang advert it is always a man promoting it, and this is to show that men can do the cleaning in the house as well as women.

The fact that there is only white middle class women depicted on the advert could connote that the advert was only aimed at them because since the product is so elite only the rich could be able to purchase it. The lack of women of colour in the ad could suggest that black women didn't clean and do the house hold chores as good as white women and that they don't take their role as a housewife as serioulsy as white women.