Tide Flashcards
(17 cards)
when was it made
1950s
who was it made by
procter & gamble
what is it target audience
abc124 american housewifes
context: post war baby boom
after ww2 us experienced a baby boom as many men returned to employment and women who had filled these roles were forced to domestic duties
what does eurocentric mean
focusing on european culture or history to the exclusion of a wider view on the world
what is eurocentrism
defined by a viewpoint where european culture is looked upon favourably and biased against non western civilisation
what did the post war prosperity mean
households had more disposable incomes to spend on branded products
why was there a growth in consumerism
rapid economic growth from post war boom, increased employment and wages, rise in household income, mass production
what did the suburban boom do
more suburban housing developments due to destruction from the war and these new homes needed new appliances eg dishwasher washing machine
who influenced advertising to become more strategic and psychological
edward bernays work on propaganda and public relations
sigmund freuds work on unconscious desires
what is commodity fetishism
refers to the tendency in capitalist societies to see value as inherent in goods and money rather than in the labor and social relations that produced them
how did the cold war influence consumerism
consumer capitalism became part of the ideological battle against the USSR. The U.S. used consumer culture to show its superiority — “Look at all the stuff our citizens can buy!”
intertextuality: rosie the riviter
symbolic of female emancipation
- ride print refs the 1943 “we can do it” propaganda
the women’s land army
league encouraged by the government for women to join to take on traditionally masculine roles
- however often propaganda focused on looks rather than labour ect
main slogan
“tides got what women want”
assertive
direct mode of address
“you can buy”
personalised
motif of tide
gerbeners cultivation theory
