Fifties, The decade in which the Tide print advert was published., Consumer Boom, The post-WWII economic period that saw rapid development of domestic technologies., Procter and Gamble, The parent company that manufactured Tide and was highly trusted by consumers., Housewives, The primary target audience demographic specifically addressed in the advert., Rosie The Riveter, Famous WWII propaganda poster character who shares visual similarities with the Tide woman., Z-Line, A compositional technique used to guide the reader's eye across the print advert., Sans-Serif, Font style used for headings and slogans to connote an informal mode of address., Serif, Font style used for the '1, 2, 3' bullet points to connote factual, serious information., Comic Strip, The visual style used in the bottom corners showing women talking to each other., Hyperbole, Exaggerated language used in the advert, such as calling the product a "miracle"., Superlative, Linguistic technique expressing the highest degree, as seen in "cleanest" and "whitest"., Tripling, Rhetorical device used in "No soap - No other suds - No other washing product"., Hearts, Visual elements (semantic codes) used to connote love and domestic relationships., Roland Barthes, Theorist of semiotics whose hermeneutic, proairetic, and semantic codes apply to the advert., Hermeneutic, Barthes' code relating to the enigma or suspense of "what women want"., Proairetic, Barthes' code of action and tension, emphasised by multiple exclamation marks., Claude Levi-Strauss, Structuralist theorist who argued meaning is created through binary oppositions., Binary Opposition, The conceptual contrast created between Tide and its inferior, unnamed commercial rivals., Stuart Hall, Theorist behind both Representation theory and Reception theory., Stereotype, An oversimplified representation, such as the advert's image of domestic perfection., Preferred, Stuart Hall's term for the dominant reading intended by the producers (that Tide is superior)., Negotiated, A reading where the audience accepts the main message but modifies it based on their own experiences, Oppositional, A reading where the audience completely rejects the advert's traditional gender roles., David Gauntlett, Identity theorist who suggests the women in the advert act as role models for the audience., Van-Zoonen, Feminist theorist whose idea that media drives social change is contradicted by Tide's traditional domestic roles., bell hooks, Feminist theorist who argues that representing only white women reinforces western ideologies of beauty., George Gerbner, Theorist behind Cultivation Theory., Cultivation, Theory suggesting that repeated messages (like Tide being the best) gradually shape the audience's ideologies., Good Housekeeping, The magazine whose endorsement acts as an Opinion Leader for the target audience, Gratifications, "Uses and ______" theory, which suggests audiences actively use media to satisfy needs like personal identity.

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