tide - audience

• what's the target audience of tide

  white American British women

  aged 19-40

  married with children, stay at home mums

  aspire to have the perfect lifestyle
• how does tide appeal to the target audience

  beautifully illustrated women would appeal to women aspiring to a better life

  the word 'woman' is used a lot so it is clear that's who they are targeting
• rosie the riveter


  the use of recognisable, intertextual war references would engage post war audiences

  good way of targeting those audience in the 50s who would have remembered Rosie
• what does the mens shirts and children clothes on the washing line represent


  indicates the target audience is married women with children
• washing machine on the top right

  a sudden boom of consumerism, people were buying new tech

  engaged audiences who wanted to be trendy
• GOOD HOUSE KEEPING endorsement

  endorsements by popular brands like good house keeping would have appealed to audiences wanting quality and reliability
• Gerber cultivation theory


  many women would have been exposed to a lot of adverts like this in the 1950s

  the effects may have cultivated over time

  
  

  trying to develop viewpoints - repeated use of media language throughout the advert may be designed to cultivate ideas about tide eg. what women want

  repetition to make audiences believe tide is the best product on the market
• preferred reading


  use of hyperbole and binary oppositions (tide v all other washday products) helps audiences to see tide as magical and great

  encourages the preferred reading
• negotiated/ oppositional reading


  some women with feminist ideas may have reacted in a negotiated/oppositional reading to the advert
• print was still new in the 1950s, how did audiences enjoy looking at it?

  - entertained by the bold, bright colours and images

  
  

  - useful for getting information about tide

  
  

  - some women may have identified with the people/ lifestyle in the advert

  
  

  - some may have enjoyed the escapist nature of the advert, dreaming of their own perfect home life