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\author{mackinlayc}
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  /Title (tide-media-studies.pdf)
  /Creator (Cheatography)
  /Author (mackinlayc)
  /Subject (Tide - Media Studies Cheat Sheet)
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\noindent
\begin{multicols}{3}
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\begin{tabulary}{11cm}{L}
    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{Tide - Media Studies Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{mackinlayc} via \textcolor{DarkBackground}{\uline{cheatography.com/122318/cs/22671/}}}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}mackinlayc \\
  \uline{cheatography.com/mackinlayc} \\
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Published 6th May, 2020.\\
   Updated 6th May, 2020.\\
   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}
\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Set Product}}  \tn
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\mymulticolumn{1}{p{3.833cm}}{\vspace{1px}\centerline{\includegraphics[width=5.1cm]{/web/www.cheatography.com/public/uploads/mackinlayc_1588679341_TIDE.jpeg}}} \tn 
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\begin{tabularx}{3.833cm}{x{2.16279 cm} x{1.27021 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Product Context}}  \tn
% Row 0
\SetRowColor{LightBackground}
Product created by & Procter \& Gamble \tn 
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% Row 1
\SetRowColor{white}
Launched in & 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 used was & The Housewife \tn 
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\hhline{>{\arrayrulecolor{DarkBackground}}--}
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\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Historical Context}}  \tn
% Row 0
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\mymulticolumn{1}{x{3.833cm}}{The {\bf{consumer boom}} saw a large increase in the development of domestic technologies.} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Vacuum cleaners, washing machines etc. all became desirable products for the 1950s consumer.} \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{3.833cm}}{Products linked to new technologies therefore also developed during this time} \tn 
% Row Count 6 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
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\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Cultural Context}}  \tn
% Row 0
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\mymulticolumn{1}{x{3.833cm}}{Print adverts from the 1950s conventionally used more {\bf{copy}}.} \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{{\bf{Consumer culture}} was still developing with many {\emph{new}} brands and products entering markets. Therefore potential customers typically needed more information about them than a modern audience.} \tn 
% Row Count 6 (+ 4)
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\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Media Language - Barthes}}  \tn
% Row 0
\SetRowColor{LightBackground}
Enigma Code & Suspense is created through the enigma of "what women want" \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\seqsplit{Proairetic} Code & Emphasise is created by multiple exclamation marks \tn 
% Row Count 5 (+ 2)
% Row 2
\SetRowColor{LightBackground}
Semantic Code & Hearts above the main image connote love \tn 
% Row Count 7 (+ 2)
% Row 3
\SetRowColor{white}
Symbolic Code & Hyperbole and superlatives ("Miracle", "World's cleanest wash!", "World's whitest wash!") to highlight the power of the product. \tn 
% Row Count 12 (+ 5)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
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\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Codes and Conventions}}  \tn
% Row 0
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Primary colours & Positive connotations as the colours are bright and happy \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
Headings, subheadings and slogans in a sans-serif font & Connoting an informal mode of address \tn 
% Row Count 6 (+ 3)
% Row 2
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Comic strip style image & Reinforces the informal address with informal lexis like "sudsing whizz" \tn 
% Row Count 10 (+ 4)
% Row 3
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'Technical' details of the product in a serif font & Connoting it to be more 'serious' or 'factual' information \tn 
% Row Count 14 (+ 4)
% Row 4
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\mymulticolumn{2}{x{3.833cm}}{Z-line and a rough rule of thirds can be applied to its composition} \tn 
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Media Language - Lévi-Strauss}}  \tn
% Row 0
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\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"}}, reinforces the  binary opposition between Tide and its commercial rivals.} \tn 
% Row Count 5 (+ 5)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{It's also {\bf{"unlike soap,"}} gets laundry {\bf{"whiter… than any soap or washing product known"}} and is {\bf{"truly safe"}} – all of which connotes that other products do not offer these qualities.} \tn 
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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}}{In the 1950s women were the primary market for the technologies being developed for the home.} \tn 
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% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{Stereotypical representations of domestic perfection and subserviance to men became linked to the more modern need for convenience and a better quality of life.} \tn 
% Row Count 6 (+ 4)
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Constructed Representations}}  \tn
% Row 0
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\mymulticolumn{1}{x{3.833cm}}{{\bf{Dress code}} of the main character includes a {\emph{stereotypical 1950s hairstyle}}, made fashionable by contemporary film stars such as Veronica Lake. Shorter hair was practical as long hair was hazardous for women working with machinery.} \tn 
% Row Count 5 (+ 5)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{The headband worn also links to the practicalities for women during this era. Having her hair held back connotes she's focused on her work, though this is perhaps binary opposed to the full make-up that she's wearing.} \tn 
% Row Count 10 (+ 5)
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\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Theoretical perspectives}}  \tn
% Row 0
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Hall & The images of domesticity in the comic strip constructs a scenario familiar to the audience as a representation of their own lives. \tn 
% Row Count 5 (+ 5)
% Row 1
\SetRowColor{white}
\seqsplit{Gauntlett} & Women represented act as role models of domestic perfection that the audience may want to construct their identity against. \tn 
% Row Count 9 (+ 4)
% Row 2
\SetRowColor{LightBackground}
Van Zoonen & During the war, women's role in society changed, taking up 'male roles' while the men were away at war. However this advert doesn't represent this new society and reverts back to women being in the domestic sphere. Therefore not conforming to Van Zoonen's theory that the media contribute to social change by representing women in non-traditional roles. \tn 
% Row Count 21 (+ 12)
% Row 3
\SetRowColor{white}
hooks & Argues that lighter skinned women  fit better into the western ideology of beauty, the advert could be seen to reinforce this by only representing "modern", white women. \tn 
% Row Count 27 (+ 6)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
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\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Social Context}}  \tn
% Row 0
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\mymulticolumn{1}{x{3.833cm}}{Women's roles in society did change during the War however domestic products of the 1950s continued to be aimed at female audiences.} \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{The main target audience was increasingly {\bf{affluent lower-middle class}} women because of their supposed need for innovative domestic technologies.} \tn 
% Row Count 6 (+ 3)
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
\par\addvspace{1.3em}

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\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{3.833cm}}{\bf\textcolor{white}{Theoretical perspectives}}  \tn
% Row 0
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Hall & The {\bf{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 {\bf{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}}--}
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\par\addvspace{1.3em}

\begin{tabularx}{3.833cm}{X}
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\mymulticolumn{1}{x{3.833cm}}{\bf\textcolor{white}{Targeting Audiences and 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 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
\mymulticolumn{1}{x{3.833cm}}{The preferred reading of the advert's  lexical fields {\bf{"trust", "truly safe", "miracle", "nothing like"}} is that, despite being {\emph{"new"}}, Tide provides solutions to the audience's needs.} \tn 
% Row Count 8 (+ 5)
% 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*}

\end{document}