Fairy liquid Advert Analysis

Fairy Liquid Semiotics 

1960 advert  

Fairy liquid adverts have changed over time, becoming more racially diverse and gender equal. Back in the 1960's, fairy liquid adverts were direct and concise about what they were trying to sell. focusing on establishing the social norm of the mother washing up. The mother washing up shows the nature of the advert straight away, directing you to what the advert is going to be about. Throughout the advert, it is black and white. This is a representation for the time-period that the advert was released in. The signifier in the picture to the side is the women washing up. what is signified by this is the social acceptance of the ideology of only the women being the house keeper. 

The advert itself doesn’t build upon bringing in any guys to use the product. The women using the product, symbolic signs that this is what it would like in that era. A connotation appears between the two, as you directly think that the girl and women are mother and daughter. The reason that the male is not in the advert, is due to the ideology of as we assume the male is at work. Another connotation would be, the girl present is gardening. This is a representative that girls usually stay at home and work away at the house. You can see that the genres of the adverts are to inform and to advertise the product. 

1992 advert

As time progressed and the new millennium grown close, the effect of new development and editing software. The video was shot in colour and the cuts are smoother than the previous advert. The ideologies of this episode is that the male figure in the family is out working. The denotations of this clip is to do with the daughter speaking to the mother an calling her mother as well.  

The denotation is that the girl is also owning a shop which is a different thing that would be expected. Even after so many years, the stereotype still exists with the female staying at home washing up. It is expanded on in this advert as she is also taking care of a child. In the previous video, there is no direct denotation that they are related but in this there is.  In this advert, the genre is personified through the feeling it gives your hands. The genre of the advert is aimed to the female population and is sold through sensations int he hands and the way the mother was saying 'i treated myself'. This is shows that the use of the fairy liquid is more of a life choice then a washing up liquid. 

2015 advert 

After the previous advert it comes to the 2015 one. The advert itself is a lot different to the previous breaking away from the previous stereotypes coinciding with the previous adverts. The change in time period is present, as you can see from the characters alone. The characters are different interns of the gender. They use male actors to play the roles of the house husband and child. 

We see a denotation that they are related through the bond between the man and the son. This is through the speech saying father. A possible connotation would be that the mother is not in the picture and that it is just the father. This advert steams away from the normality of the previous adverts that talk about the mother being in the kitchen. Approaching this from a non-sexist view, the male figure shows how women and men are on the same level as each other. So, having the female out of the shot shows that the man could have been a single parent or a stay at home dad. In this advert, the advert shows the usage side of building on what has been said int he advert throughout the years. The adverts talks about how much it can be used overall again and again.