Comp 1 Tide Flashcards
When was Tide launched as a product? and who by?
1946 by Procter and Gamble
Who handled the advertising for P&G?
D’Arcy, Masius Benton and Bowles
What character did both P&G and D’Arcy, Masius Benton and Bowles use in their adverts? What did this build for audiences? theory?
The housewife character
It built a familiarity, along with the use of words like ‘adored’ and ‘loved’ it follows Gerbner and Gross’ theory of cultivation, the more they are exposed to it the more they will believe it. It could also relate to Bandura as they are being fed an idealistic woman.
Why would washing powder be needed more after the war than during?
There was ‘Baby Boom’ when soldiers got back from the war. This increased consumerism and more Americans moved into the middle class.
People also became homeowners easier as mortgages were cheaper for returning service men.
What is Gauntlett’s theory?
Pick’N’Mix theory
We used to have traditional roles and ideas of gender.
Now we have a more diverse range of stars and idols to pick and chose our identity from.
What is Butler’s theory?
Gender Performance.
Identity is performatively constituted. Gender has become ritualized
How many women were working by 1945 in America?
6 million
How many women left their jobs when war ended?
3 million
What was the 30s representation of women? and why is it relevant to know when learning about the 50s?
30s - small
inferior
child barer
housewife
presentable
use for male satisfaction
It is important to know as this stereotype is what companies and men tried to push back onto women after the war.
What did 50s advertising try to bring back?
30s advertising/anti-feminist ideologies
What is the patriotism for women referring to in the poster?
that more women should want to help the men around the home as they have been fighting for the country.
Why is Procter and Gamble’s name shown on the poster?
A seal of quality, showing a reliable brand
What does the colours mean?
Red is a polysemic sign.
the repeated use shows an importance to it, it is anchored by the 3 love hearts positioned between the subject and the box of Tide. Cause the red to signify love. This utilizes a theory by Roland Barthes called Semiology, and relates to colour symbolism.
What layout does The Tide poster follow? How does this benefit the product?
Z-Line
The first thing you see is ‘Tide’s got what women want!’
Next you see the lady embracing the box of Tide
Then finally we see a small cartoon of 2 women expressing their love for the product, paired with the superlatives cleanest, brightest and whitest.
What hermeneutic code is used?
the phrase ‘What Women Want’
