Context 1940s-1950s

Compare and contrast the Tide advert with one the following.

1940s adverts functioned as propaganda- they where trying to recruit people into doing work and getting a job. Both adverts are encouraging women to go into the public sphere, get out of their house. the slogan "turns out you girls ..." is saying women can use their talents for something worthwhile. it is trivialising housework and things that women do at home.They are trying to empower women, saying that they are going to win the war, and they are going to be a fundamental part of the countries success. women are encouraged to be part of the community

the 1950s advert (tide advert) is to promote the idea of smectic fear. it tells women to go back to the house. it shows the joy to be at home and be the homemake, looking after the home, the family and her husband. 

1950s is the end of the war and they are encouraging women to go back home as men have returned. in addition they were promoting materialism and consumerism. they are promoting capitalism - (you provide me a product - service and i buy it). At the time the products mostly directed at women were domestic products ( hoovers, washing machine) and they were sold to women as they would help them become better housewives. make their domestic life easier.
These domestic consumer products were a symbol of wealth and women were aspiring to purchase and own them , they were the american dream, as who owned them was rich and wealthy. 

In the tide advert women are encouraged to stay at home and to do the cleaning up. The woman is smiling, suggesting she should be happy to look after the house and being in the domestic environment.

In the other advert the woman is shown to be working in a factory, and her facial expression shows her smiling. this suggest that in 1940s women were encouraged to go out and look for a job. the fact that she is smiling highlights how women should be happy to go out and earn their own income.
the exclamative "the soldiers need our help" highlights how in 1950 women were seen as important and valuable. it suggests that men were not able to keep going without the help of women. in the tide advert women are also seen as important, but to be in the domestic environment and they should not help men, but care for them and make them happy.

The first advert is a propaganda to get women out the house and work, while the tide advert is encouraging women to stay at home and clean.

In the 1940 advertising was used as a way of calling women into the factories and work, and women started to get out and challenge the way they were represented in the media. They were pulled into the factories in the absence of men, but once the war finished they all got fired.  So to get some of their jobs back they used television. this caused capitalism, as women were seeing using objects on tv, so the women at home wantd to buy them as well - form of advertising. 

In the tide advert they wanted to promote capitalism and they encouraged women to live the lavish american lyfestily, spending money and being always clean and appealing.