50's Tide advert

• Historical context


  post WW2 consumer boom,

  rapid development of new technology and household appliances, washing powder developed as a result
• How is the advert structured?


  Z-line, divided into 3 parts, and a main image.

  
• What does the main image connote?

  It connotes a loving relationship between the product and the consumer.

  
• What is the slogan of TIDE?

  "Tide's got what women want."
• Who is the target demographic?

  Women and mothers between 25 and 50.
• What does hegemonic encoding mean?


  The main message
• What is the hegemonic encoding of the TIDE advert?

  TIDE is what WOMEN need
• What type of colours are used in the advert?

  Vibrant, primary colours.
• What Buzz words are used in the advert?

  Tide, women, and clean.
• What do the Buzz words show?

  The attractive and key features of the advert, or its message.
• What word could describe the register of this advert?

  Informal.
• Give an example of a colloquialism in the TIDE advert?

  'sudsing whizz
• What typography is used?

  Sans-serif font.
• Why is this font used?

  It's informal and understandable to the public.
• Who created the theory that TIDE creates this 'world' because it represents how a woman feels her life should be?

  Stuart Hall.
• Give three examples of superlatives in the TIDE advert.

  Whitest, brightest, cleanest.
• How does the advert target the audience? (1)

  Using direct address.
• Give an example of direct address in the TIDE advert.

  "you women"
• What is the name of the theory that shows repeated messages encourage certain attitudes in audiences?

  Cultivation theory.
• Who created cultivation theory?

  George Gerbner
• What are the repeated messages in the TIDE advert?

  Nothing beats TIDE, women need TIDE.
• what year was Tide advert produced?

  1950
• how does Tide use design to target their audience

  bright and bold to be recognisable
• what is the representation of the woman on the front cover of Tide's personality?

  a cheerful mother figure due to her rosy cheeks
• what is the representation of the woman on the front cover of Tide's clothes?

  a pin up top with her hair up is casual yet trendy
• give 3 factors that engage audience about the text in the tide advert

  catchy words, serif font, bold
• why did they use a white background on the tide advert?


  to present cleanliness and contrast to the reds and blues so it pops
• how does david gauntlett's theory relate to Tide?

  the woman in the advert is represented as a role models of domestic perfection, that the audience may want to construct their own identity against
• how does bell hook's theory relate to Tide?

  the advert reinforces ideas of portraying 'modern' white women as they fit better into the western ideology of beauty
• how does Roland Barthes' codes theory relate to Tide?

  Suspense is created through the enigma of '' what women want'' and is accentuated by the use of multiple exclamation marks building tension
• how does Roland Barthes' semiotics theory relate to Tide?

  the hearts above the main image demonstrate the love that women have for the product
• how does Levi Strauss' theory relate to Tide?

  There are binary oppositions between tide and competing products therefore, tide is described as getting clothes "cleaner than any other wash day product you can buy"
• how does George Gerbner's theory relate to Tide?

  the reception and repetition of key messages eg. that they're the best, causes audiences to increasingly align with their ideologies
• how the woman reflects 1960s fashion

  hair up, curled with a headscarf

  blouse with an apron

  perfect face of makeup
• what the woman being represented in an idealised way suggests

  appearances are important for women

  creates an aspirational image for the audience to respond to
• what her hair being up suggests

  she is being practical, ready to do physical and difficult work
• what her smiling while hugging the tide box represents


  added to by the symbolic code of the hearts

  signifies that she loves tide and housework

  (typical 1950s representation of women)
• how the womans representation reflects historical contexts

  1950s, women were expected to stay at home and be mothers and wives
• "tides got what women want" slogan


  suggests that women want and enjoy being involved in housework
• how the war affected womens work attitudes

  they had been encouraged to leave domestic life to replace the men who had gone to war. they had a life outside of home and had freedom.

  returning back to homes made them dissatisfied and start to resent housework