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Textual Analysis

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Media Studies - Textual Analysis

Part A

This advertisement circulated around 1953 for Del Monte Ketchup (Lars, 2009), or as Australian’s call it, tomato sauce. On first appearance this text screams sexist as it frames a well dressed woman of the aforementioned era with manicured nails, perfect make up, not a hair out of place, looking suitably surprised by a bottle of tomato sauce. The image is anchored by the words “You mean a woman can open it?” with the word “woman” underlined to suggest that women are the weaker sex and previously unable to open a bottle of sauce without the assistance of a man. (Tremblay & Tremblay, 2012) writes that this ad depicts women as technically unskilled or as sex objects.
Within the frame of the advertisement is the ideology of the 1950’s woman, the text which anchors the ad and part of the bottle of sauce. This acts as a slight form of metonymy as part of the bottle represents the whole bottle, or, all the bottles of that particular brand of sauce. At the time this advertisement went to print the Del Monte logo at the top of the bottle was most likely recognised by that general demographic. There is nothing else within the frame of this advert, no husband to suggest this new sauce bottle is for anyone to use and no family in the background suggesting this is for the ‘kept woman’ who takes care of her man. Furthermore, we can’t see her posture but we can assume her posture is straight and confident by what we can see of her head, neck and shoulders.
Signifiers in this text include a well dressed white female, a hand gesture, a facial expression, a bottle of sauce and a text which anchors the image. To the general public this woman would probably signify the middle to upper class demographic, the perfect wife who cooks the meals and keeps the home clean and tidy. The high necked blouse with the brooch denotes modesty and

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