Tide

• Target audience

  1950 housewives (mainstream)

  Middle class female heterosexual
• Preferred meaning

  Identification or Aspiration (buy tide and be happy)

  Idealised images of happy housewives dreamily hugging the hypnotic product

  "Tides got what women want"
• Oppositional meaning

  Dominant C21

  Outdated

  Consumerist and hygiene ideology