Tide Flashcards
(34 cards)
When was Tide launched and by whom?
Tide was launched in 1946 by Procter & Gamble, specifically designed for heavy-duty, machine cleaning.
Which advertising agency handed P&G’s accounts in the 1950s?
D’Arcy Masius Benton & Bowles (DMB&B) handled P&G’s accounts.
Why did DMB&B explicitly reference P&G in Tide campaigns?
Because market research showed consumers had high confidence in Procter & Gamble.
What was unique about DMB&B’s Tide advertising strategy?
They used print and radio concurrently to quickly build brand familiarity.
What character and ideology were used in both media forms for Tide ads?
The “housewife” character and the idea that customers “loved” and “adored” Tide.
What historical context influenced Tide’s advertising?
The 1950s post-WWII consumer boom and the rise of home technologies like washing machines.
Why did 1950s print ads use more copy than modern ads?
Because consumer culture was new, and audiences needed more information about unfamiliar products.
Name some media language features in the Tide ad.
Z-line composition, rule of thirds, bright primary colours, sans-serif for informal headings, serif for technical info.
What informal style is used in the comic strip section of the Tide ad?
Informal lexis like “sudsing whizz” and casual conversation between women.
How does the ad use Barthes’ Hermeneutic Code?
It creates suspense with the enigma of “what women want” and use multiple exclamation marks for tension.
How does Barthes’ Semantic Code apply to the ad?
Hearts and gestures connote love and relationships, suggesting women love both Tide and cleanliness.
How does Barthes’ Symbolic Code appear in the ad?
Through hyperbole, superlatives, and tripling that emphasise Tide’s superiority over competitors.
How is binary opposition used in the Tide advert?
The ad contrasts Tide with inferior rivals using statements like “Tide gets clothes cleaner than any other” and “unlike soap”.
What does the phrase “Tide is truly safe” imply using binary opposition?
It implies that other products are unsafe or less effective by contrast.
Which wartime adverts serve as intertexts for Tide’s representation of women?
WWII’s ‘Women’s Land Army’ and J. Howard Miller’s ‘Rosie the Riveter- We Can Do It!’ poster.
What did wartime adverts like ‘Rosie the Riveter’ represent about women?
They challenged stereotypes by showing women in strong, active, and industrial roles.
How were women targeted in 1950s advertising post WWII?
As primary consumers for new domestic technologies, tied to roles of domestic perfection and care.
What idealised traits were often associated with women in 1950s ads?
Domestic perfection, family care, servitude to the husband, speed, and convenience.
How does the Tide ad construct representation through selection and combination?
By choosing a hairstyle and headband that signal practicality and focus, while also showing full makeup to maintain femininity.
What is significant about the woman’s hairstyle in the Tide ad?
It reflects 1950s fashion trends influenced by film stars and the practical need for shorter hair from wartime work.
What does the woman’s headband signify in the advert?
It connotes practical focus on housework, reminiscent of wartime women’s dress.
How does Stuart Hall’s theory of representation apply to the Tide advert?
The domestic imagery (e.g. women hanging laundry) forms part of a “shared conceptual road map,” making the scenario relatable and meaningful to the audience.
How does the Tide advert use Uses and Gratifications theory to target its audience?
By representing young, white, married women with children, the advert invites personal identification from similar consumers.
What role does Good Housekeeping Magazine play in the Tide advert?
It acts as an opinion leader, reinforcing Tide’s market dominance and credibility for the target audience.
