tide audience

Question 1

tide demographics

Answer 1

middle class, 20-30 year olds, women, americans, white, small audience.

Question 2

evidence for tide target audience lower middle class

Answer 2

housewife iconography is used (blouse, a-line skirt, pin curls) excluding working class women, suburban garden in cartoon strip bottom right secondary image.

Question 3

evidence for tide target audience 20-30 year olds

Answer 3

woman in key image looks like a young woman, minimal wrinkles.

Question 4

evidence for tide target audience women

Answer 4

5 women represented. ‘you women’ direct mode of address towards women

Question 5

evidence for tide target audience american

Answer 5

colours of american flag used (navy polka dots on white blouse, red copy)

Question 6

evidence for tide target audience white

Answer 6

5 opportunities to represent non-white women all were used to represent white women.

Question 7

tide psychographics

Answer 7

competitiveness, materialism, traditionalism and patriarchy

Question 8

evidence for tide target audience competitive

Answer 8

‘World’s CLEANEST’ ‘world’s WHITEST’
‘cleaner than any other washday product you can buy’
‘no soap-no suds, no other washing product known’

Question 9

tide young and rubicam profile

Answer 9

mainstreamers

Question 10

tide evidence for young and rubicam profiles

Answer 10

mainstreamer- ‘you women’ ‘tides got what women want’ 2 women in cartoon, wanting to fit in
‘

Question 11

tide preferred reading

Answer 11

funny and relatable advert, bringing humour to the fact that women want a reliable product.

Question 12

tide oppositional reading

Answer 12

tide is sexist and dismissive of other roles that women play outside of housewifery.

Question 13

tide negotiated reading

Answer 13

whilst the advert may be sexist it sold the product well and its properties outweigh the advertiser’s attitudes

Question 14

tide cultivation theory

Answer 14

cultivates dominant ideology of patriarchy by showing women as simple and secondary.