Media Studies- Audiences Flashcards
How does the advertising industry target audiences?
By encoding key messages and ideologies, encouraging the audience to decode them and consume the specific product
Who produced Tide and when?
Procter and Gamble in 1946
Who are Tide’s target audience?
Affluent, middle-class, female
What happened in the 1950s that shaped marketing?
The post-war economic boom, The American Dream
Because of the post-war economic boom, people had a lot more…
Disposable income
During the 1950s, there was a rapid development of technologies such as…
Washing machines, drying machines, dishwashers
How did Tide use language?
To target an audience and stand out, such as ‘Tide gets your clothes cleaner than any other washday product’, insinuating that Tide are a main brand leader
Also uses superlatives, ‘cleanest, whitest, brightest’ to align with the target audiences’ perfect ideologies
What did the inclusion of bright colours and a female model illustrate in the Tide advertisement?
The positive impact that Tide has on people, encouraging people to buy it
Ties in with women finding happiness through domesticity
10 marker conclusion
To conclude, Tide’s 1960s advertisement capitalized on the post-war economic boom, promoting domesticity, superiority and emotional satisfaction through superlatives, binary oppositions and the idea of the American Dream
Stuart Hall states that…
‘Audiences are no longer passive, but active when responding in the media’
Endorsements such as the ‘_____________________’ signals that experts recommend the product, increasing its appeal
‘Good housekeeping seal of approval’
Blumler and Katz’s gratification theory…
Focuses on why and how audiences actively engage with the media, emphasising that audiences respond to media which satisfies their needs and desires
How does the Tide advertisement help the audience escape from daily stresses?
In the Tide advertisement, the smiling model, vibrant visuals and optimistic language used provide a temporary escape from daily stresses, portraying housework as enjoyable, encouraging a positive audience response
This reflects societal expectations
Why would the target audience take a preferred reading to this text?
The target audience would take a preferred reading due to the illustration of a long shot, aligning with their experiences and cultural norms of the 1950s
Portrays housework with a sense of pride
Language such as ‘__________________’ reinforces their roles as efficient homemakers
Tides got what you women want
How would a contemporary audience respond to the historical nature of the advertisement projecting an outdated representation of femininity ?
A contemporary female audience may take an oppositional reading because of stereotypes, but in the contemporary period of this text, this was very typical
Modern consumers are more critical of ads that perpetuate typical gender roles and stereotypes, now adverts must take this into account
