George Gerbner’s CULTIVATION THEORY suggests that repeated exposure to television over time can subtly ‘cultivates viewers’ perceptions of reality. George Gerbner theorised that TV is a medium of socialisation of most people into standardised roles and behaviours. Cultivation theory suggests television influences its audience to the extent that their world view and perceptions start reflecting what they repeatedly see.
George Gerbner’s cultivation theory can be applied to the TIDE advertisement, in 1950s America advertiser had to think of ways to persuade women to buy these products. They portrayed women as ‘happy housewives’ meaning that pressure was placed on women at the time. Women in advertisements at the time were also portrayed as beautiful, by having their makeup and hair done and wearing nice clothes. By having repeated exposure to these adverts made the female audience have additional pressure not only should their home and clothes be clean they must be beautiful and fashionable too.
Molly Goldthorpe Media 