Tide

• Both media forms used the "housewife" character and ideology that the costumer "loved " and "adored" tide
• Print advert conventionally used more copy then were use to seeing today
• Consumer culture was in early stages of development and with so many "brands" and products entering the market ,potentially costumer needed more information about them then the modern audience,more used to advertising ,marketing and branding
• Barthes semantic code could be applied to the use of the hearts above the main image
• The hearts and the women's gesture codes have connotations of love and relationships
• It is connoted that it is "what women want"
• Hyperbole and superlatives ( miracle ,worlds whitest wash"worlds whitest clean " as well as tripling "no other " are used to opposed the connotes superiority of tide to it's competitors
• This symbolic code was clearly successful as proctor and gambles competitor products were rapidly overtaken making tide the brand leader by the 1950's
• In this text tide "gets clothes cleaner than any other washday product you can buy and "theirs nothing like proctor and gamble tide "reinforcing the conceptual tide and it's commercial rivals
• It's also unlike soap gets laundry "whiter than any soap or washing product known " and is "truly safe" all of which connotes that other inferior products doesn't offer what tide does
• Women were the primary market for the technologies and products being developed for the home
• For these texts their is a stereotypical representations of domestic perfection ,caring for the family and servitude to the "man of the house" because linked to a modern need for speed ,convenience ,and a better standard of living than women in the pre war era
• The endorsement by good housekeeping makes them seem like an opinion leader for the audience reinforcing the repeated assertion that tide is the leading brand
• The preferred reading of the advert reassuring lexical fields (trust,truly ,safe,miracle,nothing like) is that despite being a new product .tide provides a solution to the audiences domestic chores needs
• Van zoonen s feminist theory while there role socially and politically might have changed in the proceeding war years the advert perhaps contradicts to social change by representing women in non traditional roles using non sexist language
• Bell hookes feminist theory argues that lighter skinned women are considered more desirable and fit better into western ideologies of beauty and the advert can be seen to reinforced this by only representing modern white women
• Could also be linked to Gilroy ethnicity and post colonial theories .contextually this power has been challenged at this moment in American history by the events of ww2
• The increasing popularity during the 1950's of supermarket stocking a wider range of products led to an increased focus by corporations on brands and their unique selling points
• The direct mode of address of the images in the top right and bottom left hand corner link to the imperative remember and use of the personal pronouns ( you wash ,you buy)
• Adverts significantly developed in the 1950's ,this theory was developed by Gerbner in the early 1970's explains some of the ways in which audiences might be influenced by media texts
• The time advert aims to cultivate that it is the brand leader ,nothing else washes to the same standard as tide
• It is a desirable for it's female audience and it's miracle suds are an innovation of for the domestic market
• Gerbner's theory would argue that the repetition of these key messages causes the audiences to increasingly align their own ideologies with them creating a product that goes more into American homes than any washday product
• She has a on a full face of make up and her hair is perfectly stylised .this signifies that perhaps appearance is important for women
• Positive representation of women in the home were created to encourage more women to willingly return to domestic lives after war
• Van zoonen says that are representations are dependent on historical or cultural context
• The misrepresentation of women loving housework might be due to the predominantly ownership of media companies
• Some women in the 1950's budding feminists perhaps might have thought the advert was quite sexist
• The target audience for the tide advert were white American and British women aged 18-40 ,married with children ,who stayed at home and aspired to have the prefect lifestyle
• Use of beautifully illustrated women would appeal to women aspiring to a better life
• Multiple use of direct address e.g. you engaged audiences and speak directly to them
• The clothes on the washing line indicate that the target audience is married women with children
• Featuring popular new technologies would have engaged audiences who wanted to be trendy
• Endorsement by popular brands like good housekeeping would have appealed to audiences wanting quality and reliability
• Hyperboles and binary oppositions create a preferred reading
• Audiences may "read" the product in different ways depending on their gender ,class ,historical time period ,martial status ,sexuality etc
• Repeated use of media language throughout the advert might be designed to cultivate ideas about tide
• Repeated use of media language throughout the advert might be designed to cultivate ideas about tide
• The persuasiveness effects of the tide advert may have been cultivated over time if an audience had seen lots of other tide adverts
• Some audiences might have entertained by the bright colours ,bold images fun wording