Tide

Question 1

Who is procter and gamble

Answer 1

They are the company that launched tide P&G in 1946

Question 2

When was tide made

Answer 2

1946

Question 3

Who handles tides advertising throughout the 50s

Answer 3

D’Arcy Masius Benton and Bowles (DMB&B)

Question 4

Why did most of the marketing around tide have P&G name on it

Answer 4

It was found that people trusted that name and the research found high level of confidence in their products so it had the seal of quality

Question 5

what was the branding used for tide by DMB&B

Answer 5

used print and radio campaigns due to them being a quick way to build audience familiarity

used the housewife and the ideology that the customers loved and adored tide in the campaigns

Question 6

what did the 1950s babyboom bring to America

Answer 6

a rapid development in tech for the home and designed more ways to make chores easier.

Question 7

what tech became wanted in the 1950s by consumers

Answer 7

fridge-freezers, microwaves, washing machines and hoovers. - this prompting development of products that go along side this e.g. washing power.

Question 8

why did 1950s posters hold more copy then ours today

Answer 8

due to consumer society only being in the early stages and people needing more info on the products to understand what they did.

also due to attention spans decreasing over time
the tiktok affect - too much media

Question 9

in what ways did the company try and attract audiences

Answer 9

• z-line and rough rule of thirds (pleasing composition)
• bright colours to create a positive connection to the brand
• use of San serif font to show its informal an fun ( use of !!) this juxtaposed by the serif font only used for formal serious talk in 123 step lexis to show its factual manner.

all done to meet audiences expectations of 1950s posters.

Question 10

why have hyperboles been used

Answer 10

they been used to showcase how they are the best cleaning product and to stand out from other media products

Question 11

example of an hyperbole in tide

Answer 11

Worlds cleaning wash!

Question 12

where is a binary opposite in tide

Answer 12

a binary opposite between tide and other wash products made through poster

• There’s nothing like Procter and gambles tide
• Tide gets clothes cleaner then any other washday product you can buy.

Question 13

what is a cultural reference or intertexts for tide

Answer 13

‘Rosie the riveter’ - women meditated but seen as strong workers going against what tide was showing and challenges the domestic sphere.

Question 14

what were men being targeted with in the war boom

Answer 14

cars and ‘man of the house’ products

Question 15

what does the main character costume codes say

Answer 15

that she is a stereotypical housewife
hairstyle with curls
apron and full face of makeup

this is juxaposed by the use of the headscarf which
was worn through the war for women and they hand their hair held back due to work ( binary opposite of costume)

Question 16

Gauntlett theory link

Answer 16

pick and mix - the women are role models of domestic perfection and something women want to construct their own identity from

Question 17

how does tide challenge van zoonen

Answer 17

zoonen feminist theory - media contributes to social change is challenged as the women are present in a traditional sexist way.

Question 18

bell hooks

Answer 18

intersectionality and the idea that a lighter skinned women are considered more desirable and fit better into western beauty - ad reinforced this by only representing the modern women as white

Question 19

how can tide link to Gilroy

Answer 19

post colonial theory - media text reinforces this as only white women on poster.

Question 20

what was the target audience

Answer 20

affluent, lower middle class women

Question 21

how did the popularity of supermarket affect tide

Answer 21

a wider range of products were becoming available which led to an increased focus of corporation competition and a need for a unique selling point.

Question 22

how might young woman have personally identified

Answer 22

young woman on poster, young women are more likely to be newly married and having baby (demographics) - we see them targeted through the clothes on the comic scene washing line

Question 23

who is an opinion leader for tide

Answer 23

good housewife magazine which gave a good endorsement and make it cultivational clear that tide is the market-leading product

Question 24

how is a preferred reading position created

Answer 24

through the lexical choices
trust, miracle, nothing like
despite being a new product tide provides reasons as to why its safe and should be the dominant product choice.

direct mode of address = the use of you buy and your wash and remember all their to targets the preferred reading position for women + the indirect mode of address where the women is holding the product with hearts shows her relationship with product is important and all she wants.

Question 25

what does the repetition of key messages cause audiences to do

Answer 25

they will increasingly align theory ideology with the brand positively with he phase (goes into more American homes then any other washday product)

Question 26

what is reds significance to tide

Answer 26

polysemic sign - love lust danger
tide is red, women lips are red and slogan red
all their to link tide with love and women.
red is most attractive colour to humans (marketing good as it draws people in)