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  /Title (tide-media-studies.pdf)
  /Creator (Cheatography)
  /Author (imsam)
  /Subject (Tide Media Studies Cheat Sheet)
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    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{Tide Media Studies Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{imsam} via \textcolor{DarkBackground}{\uline{cheatography.com/159829/cs/33646/}}}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}imsam \\
  \uline{cheatography.com/imsam} \\
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Not Yet Published.\\
   Updated 14th August, 2022.\\
   Page {\thepage} of \pageref{LastPage}.
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  Measure your website readability!\\
  www.readability-score.com
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\begin{multicols*}{4}

\begin{tabularx}{3.833cm}{x{2.02547 cm} x{1.40753 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Context for Tide (Product)}}  \tn
% Row 0
\SetRowColor{LightBackground}
Who Created Tide & Procter \& Gamble \tn 
% Row Count 1 (+ 1)
% Row 1
\SetRowColor{white}
Launched & 1946 \tn 
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% Row 2
\SetRowColor{LightBackground}
Advertising agency used & Print and Radio \tn 
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% Row 3
\SetRowColor{white}
The main character & The Housewife \tn 
% Row Count 4 (+ 1)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Historical context}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Consumer boom}} saw a development of domestic technologies} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Household appliences such as Vaccum Clearners, Washing machines, Tide becoming {\bf{desirable products for the 1950's}}} \tn 
% Row Count 5 (+ 3)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Tide was linked to new technologies so also saw a development during this time} \tn 
% Row Count 7 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Cultural Context}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Print Advertisementrs created within the 1950's conventially {\bf{used more copy (words)}}} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Consumer culture}} was developing. many New products were entering the market. This meant that consumers needed more information in order to convince and audience to consume their product.} \tn 
% Row Count 6 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Social and Political Contexts}}  \tn
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\mymulticolumn{1}{x{3.833cm}}{{\bf{Women were the primary market}} for products being developed for the home e.g Tide} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{The sterotypical representation of domestic perfection and subserviance to men became linked to the idea of convenience and better quality of life} \tn 
% Row Count 5 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{x{0.92691 cm} x{2.50609 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Media Language Barthes}}  \tn
% Row 0
\SetRowColor{LightBackground}
Enigma code & Suspusense through the enigma "What women want" \tn 
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% Row 1
\SetRowColor{white}
\seqsplit{Proairetic} code & There are multiple exclamation marks Emphaseing point being presented \tn 
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% Row 2
\SetRowColor{LightBackground}
Semantic code & The hearts above the main character connotes love for Tide \tn 
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% Row 3
\SetRowColor{white}
Symbolic code & The Hyperbole and superlatives ("Miracle", "World's cleanest wash!", "Worlds whitest wash!") to highlight the effectiveness of Tide \tn 
% Row Count 12 (+ 5)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Media Language - Levi Strauss}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{{\bf{"Tide gets clothes cleaner than any other washday product you can buy!"}} and {\bf{"There's nothing like Procter and Gamble's Tide"}} These both reinforce the binary opposition between Tide and other products as tide being the superior product} \tn 
% Row Count 5 (+ 5)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{"Unlike soap", "Whiter... than any soap or washing product known" and is "truly safe"}} which presents the idea of exclusivity with Tide that you can not get with competing products} \tn 
% Row Count 9 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\par\addvspace{1.3em}

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\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Codes and conventions}}  \tn
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Primary Colours & The conotations of the colour scheme are bright and happy \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
Headings, subheadings and slogans in a sans-serif font & Creating an informal mode of address to the consumer \tn 
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% Row 2
\SetRowColor{LightBackground}
Comic strip style image & Reinforces the informal address with informal lexis like "sudsing whizz" \tn 
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% Row 3
\SetRowColor{white}
\mymulticolumn{2}{x{3.833cm}}{Z-Line and rule of thirds can be applied to its composition} \tn 
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Constructed Representations}}  \tn
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\mymulticolumn{1}{x{3.833cm}}{{\bf{ The Dress Code }} chosen for the main character is sterotypical for the 1950's, these include a 1950's harystyle reminisent of Veronica Lake's hairstyle. Long hair was dangourus for women working with machinery} \tn 
% Row Count 5 (+ 5)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Having the hair held back conotes the idea that she is focused on her work (perhaps binary oposing the make-up she is wearing)} \tn 
% Row Count 8 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{p{0.6866 cm} x{2.7464 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Theoretical perspectives}}  \tn
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Hall & The domesticity in the comic strip constucts a familiar scenario to the audience as a reflection of their own lives \tn 
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% Row 1
\SetRowColor{white}
\seqsplit{Gauntlett} & Women represented act as role models of domestic perfection that the audience may want to construct their idenity against. \tn 
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% Row 2
\SetRowColor{LightBackground}
Van Zoonen & During War time womens role in society changed, They began taking up "Male roles" while the men were at war; However, this advert does not take into account this new society and reverts back to the sexist patriarchal ideology of women being house wives. This means that Tide challenges Van Zoonen's theory that the Media contributes to social change. \tn 
% Row Count 19 (+ 11)
% Row 3
\SetRowColor{white}
Bell Hooks & Argues taht lighter skinned women fit better into western ideology of beauty. The advertisement reinforces this by only representing white women \tn 
% Row Count 24 (+ 5)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{p{0.51495 cm} x{2.91805 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Theoretical perspectives}}  \tn
% Row 0
\SetRowColor{LightBackground}
Hall & The indirect mode of address made by the woman in the main image connotes that her relationship with the product is of prime importance. This is the hegemonic encoding of the advert's primary message that should be received by the audience. \tn 
% Row Count 8 (+ 8)
% Row 1
\SetRowColor{white}
\seqsplit{Gerbner} & The Tide advert aims to cultivate the ideas that it is the brand leader. Gerbner's theory would argue that the repetition of this key message causes audiences to align their own ideologies with them. \tn 
% Row Count 14 (+ 6)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Targeting Audiences/Audience interpretation}}  \tn
% Row 0
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{The endorsement from Good Housekeeping Magazine makes them an Opinion Leader, reinforcing the quality of Tide.} \tn 
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% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{The preferred reading of the advert's lexical fields "trust", "truly safe", "miracle", "nothing like" is that, despite being "new", Tide provides solutions to the audience's needs.} \tn 
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% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{The likely audience is constructed through the advert's use of women with whom they might personally identify, young women in the domestic sphere.} \tn 
% Row Count 11 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}


% That's all folks
\end{multicols*}

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