Context Flashcards
(20 cards)
What is the historical context of the Tide advert?
The Tide advert was produced in the late 1940s to early 1950s, shortly after World War II ended. There was a societal push to re-establish traditional gender roles, with women encouraged to return to homemaking after taking on male roles during the war.
The advert reinforces the post-war ideal of the perfect housewife.
What was the social context regarding women in the 1950s?
In the 1950s, women were expected to be wives, mothers, and homemakers. Domesticity was idealized, and media promoted the idea that a clean home and happy family were a woman’s purpose.
The woman in the Tide ad reflects this by being happy and enthusiastic about her cleaning role.
What is the economic context related to the Tide advert?
The Tide advert emerged during a boom in consumer goods, reflecting the economic conditions of the time.
This context contributed to the marketing strategies used in the advert.
What economic context influenced the marketing of Tide?
The 1950s saw an economic boom in the USA and UK, leading to mass production of household appliances and cleaning products.
How did the rise of consumer society affect advertising?
Advertising became much more influential as companies marketed products to the growing consumer base.
How was Tide marketed to consumers?
Tide was heavily marketed as a modern, effective cleaning product appealing to the ‘new’ woman wanting the best for her home.
The advert shows Tide as a must-have product for the modern housewife.
What media and advertising tools were dominant during Tide’s marketing?
Radio was dominant, but print advertising and billboards were also powerful tools.
What unique advertising strategy did Procter & Gamble use?
Procter & Gamble sponsored radio soap operas, leading to the term ‘soap opera.’
What characteristics defined Tide’s advertisements?
Ads were direct, using strong persuasive language, repetition, and bold claims.
The ad uses bold slogans like ‘Tide’s got what women want!’
What cultural values did the Tide advert reflect?
The advert reflected American values of modernity, efficiency, and family life.
How did American media influence British markets post-WWII?
American media and advertising had a major influence on British markets, promoting ideals like the ‘American Dream.’
What role does Tide play in the concept of the ‘American Dream’?
Tide is portrayed as a modern, efficient product essential for the ideal home, contributing to a successful, fulfilling life.
The woman isn’t just cleaning - she’s living a successful, fulfilling life.
How is the woman depicted in Tide’s advertisements?
She is shown as joyful, feminine, and obedient.
How Context Links to Representation
All these contexts help explain why the woman in the Tide advert is:
• Shown as joyful
feminine
• Portrayed as fulfilled by housework
• Depicted as trusting and devoted to a brand
not just a product
They show how advertising reflects what society values at the time
and how it helps
reinforce those values through repeated representations.
