Tide

• What was the perception of women's roles in the 1940s?


  Women were seen in a classic domestic setting
• What economic change occurred after the war in the 1940s?


  There was an increase in economic boom and advertising
• What medium became dominant for advertising during this time?


  Media landscape became the dominant medium for advertising
• What design trends became popular in the 1940s?


  Bold colours and minimalist designs became popular
• What product did Procter and Gamble launch in 1946?


  Heavy duty synthetic detergent
• How did Procter and Gamble position their products in the market?


  They were associated with cleanliness and continuous improvement
• What are the key elements of media language in advertising from the 1940s?


  • Visual composition: bright colours, product placement in domestic settings
  • Typography: bold, eye-catching font typical of the 1960s
  • Imagery: clean, bright clothes, happy housewives
  • Tone: upbeat optimism reflecting consumer culture
  • Persuasive techniques: scientific claims or comparisons to other products
• What gender roles were represented in the advertising of the 1940s?


  Women were portrayed as homemakers
• What family structure was commonly depicted in 1940s advertising?

  Nuclear family structure
• What social class was primarily targeted in 1940s advertising?


  Middle class aspiration
• What was the predominant ethnicity represented in 1940s advertising?


  Predominantly white people
• What age group was primarily depicted in 1940s advertising?

  Middle age
• What were the characteristics of the advertising industry in the 1940s?


  • Rapidly growing with new techniques
  • TV became the dominant way for advertising
  • Procter and Gamble as a major player
  • Less strict regulating environment
  • Intense competition in advertising
• Who was the target audience for advertisements in the 1940s?

  Housewives and mothers
• What socio-economic factors influenced advertising in the 1940s?


  Middle class aspiration
• How did cultural context affect advertising in the 1940s?


  It reflected and shaped social norms
• How might viewers engage with advertisements from the 1940s?


  Viewers might interact with and be influenced by the ads
• What are the different readings of advertisements in the 1940s?

  • Active/dominant reading
  • Negotiated reading
  • Oppositional reading