This advert connotes the representation of white American women in the 1950s as housewives who enjoy being dutiful housewives. This joy of cleaning can be connoted through the bright colours and bright lighting used within the advert( the use of oranges and yellows) as well her the body and facial gestures that are shown, i.e the woman is seen hugging a box of tide (the product being advertised) and the woman is seen smiling(facial expression) which connotes that she is happy with the product as well as the use of the phrases, "Tide's got what women want!" as well as " No wonder you women buy more TIDE than any other washday product!, which reinforces the stereotype that women enjoy cleaning and that's all we live for. They use quite an artistic style layout minimising the words that tell us what the products does and the main picture magnified, this causes the main image to be the focus of attention which is deliberate as it's meant to make women gravitate towards buying this product. It shows the woman as a modern working woman(back in the 1950s) who is quite "glamorous", as can be seen as her hair is slightly styled and very natural makeup.
Even during the 1950s technology and consumerism boom, it still in a way promoted a woman staying in the house, for example; television so as the family can be entertained, a hoover, etc, these are things that can help make the woman's job a lot easier, assumably encouraging her to want to clean more and therefore stay indoors. The lack of representation of the minority or other ethnic groups is also magnified through when in these times within the suburban areas in which black people were not allowed to purchase houses within such areas as they were not seen as wealthy or worthy enough to purchase one or to live in such areas especially as the different races were not allowed to mix, therefore it promotes the value of the american white woman compared to that of a black women or an asian woman as they are not represented or promoted within this advert. It also to be realised that this advert is for americans and not for europeans, as especially after the 1940s world war 2, Europe did not come out of it as wealthy as America therefore europeans were not able to afford such products as Tide. As well as this advert may not appeal as much to european women as dressing etc may not be what european are used to however as europe is quite in awe of the American culture especially the American dream, they are more likely to attempt to purchase such products.
This advert can be viewed using Stuart Hall- reception theory; in which it can receive a preferred theory which is that women will be overjoyed and excited to start cleaning and stay at home and a good housewife, however it can receive an opposed reading; especially in this modern day and age most women especially feminists would not agree to this type of advert due to the misogyny that radiates out of it and lacks of representation of the different women that there are in this world.
The advert can also be analysed using the cultivation theory; In the sense of, if this stereotype of what a woman ism want to be like and meant to do is continually promoted via adverts like this then, this is what women are going to believe that they are meant to be like, and start behaving in such a way and teach their children to behave in such a way as well, which can also coincide with the hypodermic needle theory, which states hat the more someone is fed certain information is the more they start to believe it and the more they start to imitate it.
