Tide print Advert.

Question 1

Tide used to be for…

Answer 1

Heavy duty machine cleaning

Question 2

Which advertising agency was responsible for Coca-Cola and advertised tide?

Answer 2

D’Arcy Masius Benton and Bowles. (A trusted brand)

Question 3

Tide used a

Answer 3

House wife character to praise tide.

Question 4

This product was not created for…?

Answer 4

The modern audience of today.

Question 5

This advert can seem O______

Answer 5

Outdated

Question 6

In the post war boom of 1950 there were many new technologies like…

Answer 6

Vacuum cleaners, fridge-freezers and washing machines. Which became very desirable

Question 7

What was the hope for every American?

Answer 7

The American dream

Question 8

The tide advert was put on TV on specifically which showed?

Answer 8

American domestic melodramas watched by women and later turned into ‘soap operas’

Question 9

What was the sole responsibility of women at the time? And how rude used this advantage

Answer 9

Responsibility over the home. Middle class Women were attracted by time saving devices.

Question 10

This product was made to seem new and exciting by…

Answer 10

The use of strong primary colour and large fonts.

Question 11

Big quote from tide -

Answer 11

‘ NO OTHER WASHING PRODUCT KNOWN - WILL GRT YOUR WASH AS CLEAN AS TIDE ‘

Question 12

The adverts appeal to which marketing target?

Answer 12

Aspirer

Question 13

The tide advert involves?

Answer 13

Two women talking to each other. (A common way of advertising at the time). The advert uses women from the same demographic as the target audience. Plus hanging laundry outside = makes product seem more credible.

They use informal language but the factual info is listed. The aim to distinguish tide from ‘sudsy’ soap powders.

Question 14

At this time a lot of new brands were appearing on the market so the consumers needed…

Answer 14

More information about the product and its purpose. The packaging of the old fashioned washing machine with suds proving out of it shows those days are gone with the purchase of tide.

Question 15

Despite the fact women’s roles had changed dramatically during WW2 women retuned to the domestic role.

Answer 15

As a result cleaning and other domestic products were largely still targeted at women.

Question 16

Rationing finally ended in 1954 after ….

Answer 16

14 years

Question 17

Inflation was low, giving people more disposable income. Encouraging them to…

Answer 17

Spend money on advertising to spend on consumable products. Such as washing machines. Products increased by 70% in the 1950s

Question 18

How does herb need cultivation theory apply to Tide?

Answer 18

Advertising strategies and the audience reach of advertisements developed dramatically during the 1950s. Gerbners idea was that exposure to repeated patterns of representations over long periods of time can shape and influence how people perceive the world around them. Making them have particular views and opinions.

Question 19

Tide claims all women want…?

Answer 19

The ‘cleanest’ and ‘whitest’ laundry

Question 20

Everyone else is using the product:

Answer 20

‘Goes into more American homes than any other washday product’

Question 21

What does tide state if you buy it?

Answer 21

If you want you wash to be the best you must buy tide

Your life complete if you use tide.

Question 22

Stuart halls theory suggests

Answer 22

As the values attitudes and beliefs being sold it encourages women to accept the preferred reading of the products creators.

Question 23

The post WW2 consumer boom of the 1950 included a rapid development of…

Answer 23

New technologies for the home, designed to make domestic chose easier.

Question 24

Print adverts from the 1950s conventionally used more ‘______’ than we’re used to seeing today.

Answer 24

Copy

Question 25

Potential customers needed more information. Why is this? And what did they do to give information?

Answer 25

Because of the large amount of ‘new’ brands. Used more to advertising, marketing and branding.

Question 26

Consider codes and conventions, and how media language influences meaning:

Answer 26

- **Z-line** and a rough **rule of thirds** can be applied to its **composition**. - Bright, **primary colours connote** the positive associations. - **heading, subheadings and slogans** are written in *sans-serif, connoting** an informal **mode of address** - the comic strip style image in the bottom right hand corner with two women ‘talking’ about the product using informal lexis (‘sudsing whizz’) - ‘technical’ details of the product are written in a **serif** font, **connoting** the more ‘serious’ or ‘factual’ information that ‘1,2,3’ bullet point list includes

Question 27

Consider the theory of semiotics by Roland Barthes.

Answer 27

- suspense is created through the enigma of “what women want” (**Barthes’ Hermeneutic Code**) and emphasised by the tension building use of multiple exclamation marks (**barthes proairetric code**) - **barthes semantic code** could be applied to the use of hearts above the main image. The hearts and the woman’s gesture codes have connotations of love and relationships. It’s connoted that this is “what women want” - hyperbole and superlatives “worlds cleanest wash!” As well as **fripling** are used to oppose the connoted superior cleaning power of tide to its competitors. This symbolic code was clearly successful as procter and gamble’s competitor products were rapidly overtaken. Making tide the brand leader by the mid 1950s.

Question 28

Consider the theory of structuralism by Claude Levi Strauss.

Answer 28

- the latter point above links to Levi Strauss’s theory where texts are created through the use of binary opposition and meaning is made by the audience understanding these conflicts. - “*tide* gets clothes cleaner than any other washday product you can buy” and “there’s nothing like Procter and gamble’s tide” reinforces the conceptual binary opposition between tide and it’s commercial rivals. - “unlike soap” gets laundry “whiter than any soap or washing product known” and is “truly safe” - connotes that other, inferior products do not offer what tides does.

Question 29

Interesting inter texts to consider would be some adverts like..?

Answer 29

“Woman’s land army” J.Howard Miller’s ‘Rosie The Riveter - We can do it!” Advert. (For he war production co ordinating committee).

Question 30

How can you apply Stuart halls theory of representation in tide?

Answer 30

The images of domesticity form the “shared conceptual road map” that gives meaning to the “world” of the advert.

Question 31

How can you apply David gauntletts theory of identity to tide?

Answer 31

Women represented in the advert act as role models of domestic perfection that the audience may want to construct their own sense of identity against.

Question 32

How can you apply loaner van zoonens feminist theory to tide?

Answer 32

While their role socially and politically may have changed in the war years the advert contradicts this theory that the media contributes to social change by representing women in non traditional roles and using non sexist language.

Question 33

How can you link bell hooks theory to tide?

Answer 33

Lighter skinned women are more appealing to a western audience as the ideal woman.

Question 34

Domestic products were aimed at who after the war?

Answer 34

Despite women having their roles change in society during the war domestic products of the 1950s continued to be aimed at female audiences.

Question 35

Who were the target audience for these new products?

Answer 35

Lower to middle class women

Question 36

The women who are the target audience are more likely to be ?

Answer 36

Newly married and with young families

Question 37

The preferred reading of the advert reassures _______ ______ is that despite being a new product, tide provides solutions to the audiences domestic chores needs

Answer 37

Lexical fields.

Question 38

How can you link Stuart halls reception theory to tide?

Answer 38

The indirect mode of address made by the woman in the main image connotes that her relationship w the product is of prime importance. This is **hegemonic encoding** according to hall.

Question 39

What are the direct modes of address in tide?

Answer 39

The top right and bottom left hand corner link to the imperative “remember!” And the use of personal pronouns.

Question 40

How can you apply cultivation Theory by George gerbner?

Answer 40

The tide advert aims to cultivate the idea that this is the brand leader and nothing is as good as tide.

Question 41

Advertising was mainly developed in 1950s and this theory was created in 1970s which can show how audiences may been more influenced by media texts such as adverts.