Tide Flashcards
(33 cards)
What was the target audience for Tide?
White American and British women, aged 18-40, married with children, who stayed at home and aspired to the ideal housewife lifestyle
How did the advert visually appeal to its target audience
Used beautifully illustrated women to appeal to women aspiring to live a better life.
What type of language was used to target a female audience
Female-specific words and direct address (e.g. you) to engage and speak directly to them.
How did intertextual references appeal to post war audiences
Advert referenced wartime icons like Rosie the Riveter, which resonated with audiences familiar with the war effort.
Why were costumes and hairstyles important
Popular and fashionable at the time, helping audience relate to the representations
What does the comic strip with clothes on the washing line suggest about the target audience
Indicates the target audience was married women with children
How did the post war economic boom influence the Tide advert
Celebrated new technologies and appealed to audiences interested in modern trends.
Why was the Good housekeeping endorsement persuasive
Appeal to audiences seeking quality and reliability in household products
What persuasive technique beginning with H is used
Hyperbole
How are binary opposites used in the tide advert
Ad contrasts Tide with other wash products to show Tide as superior, magical, and effective
What reading does the Advert encourage (Hall)
Preferred Reading
How might women with feminist idea respond to the Advert
Negotiated or oppositional, viewing it as sexist or outdated, rejecting the ideal of being a housewife
According to Gerbner’s cultivation theory, what might be the long term effect of repeated exposure to Tide adverts
Repeated media language may cultivate beliefs about gender roles and reinforce idea of Tide as the superior product
How uses and gratifications explains audience engagement with the Tide advert
Audiences may use it for entertainment (bright colors, bold images) , information (about washing products), escapism (aspirational home life), social interaction, and personal identification (relatable for women)
How Tide could serve as a form of escapism for audiences
By portraying an idealized, aspirational version of domestic life that women could dream of achieving
Representation
What does the woman’s full face of makeup and perfectly styled hair signify?
That appearances were considered important for women, especially in the 1950s.
What does her smiling expression and the act of hugging the Tide box suggest?
That she loves Tide and housework, reinforcing a typical 1950s representation of women as happy homemakers.
Why were positive representations of women in the home common in 1950s adverts?
They were used to encourage women to willingly return to domestic roles after World War II.
How does the advert depict the woman as dominant or powerful?
She is large in size and dominant in the frame, suggesting strength and authority
Why might powerful representations of women appeal to the target audience?
They would resonate with post-war women who had taken on more responsibilities and wanted recognition of their capabilities.
How does the intertextual reference to “Rosie the Riveter” function in the advert?
It portrays women as strong, empowered, and capable, aligning the domestic woman with wartime strength.
How does the advert support Van Zoonen’s idea about female representation?
It reflects her idea that women are often shown as domestic in the media.
In what way does the advert challenge Van Zoonen’s idea?
It doesn’t sexualize the woman, offering an alternative representation focused on power and respect within the home.
