Representation - Tide Context Flashcards
What is Tide and what was it designed for?
A laundry detergent which was designed specifically for heavy-duty, machine cleaning.
Who introduced Tide?
Procter & Gamble
When was Tide introduced?
1946
What is the overall aim and ideology of the marketing campaign?
The ideology of the text ensures that the primary target audience are buying the best products on the market.
The positive construction via imagery and language confirms that women take pride in their domesticated duties and thrive on perfection.
What is an ideology?
Set of opinions or beliefs of a group or an individual
Often refers to a sey of political beliefs or a set of ideas that characterize a particular culture.
Who are Procter & Gamble and why did they launch Tide Washing Powder into the US market?
William Procter and James Gamble primarily specialized in a wide range of cleaning agents, personal care and hygiene products.
Tide was a supplement that was introduced to the cleaning market that was compatible with washing machines.
The new-found technology of washing machines in the late 1940’s became a must have consumer good in most households, meaning the market was active.
What is the American Dream?
The belief that anyone, regardless of where they were born or what class they were born into, can attain their own version of success in a society where upward mobility is possible for everyone.
How is the American Dream achieved?
Through sacrifice, risk-taking and hard work.
How did the ideology of the American Dream impact the economical rise of consumer goods in American homes?
Society in America grew rapidly in terms of employment and economically.
Americans were earning much more money and there was a surge on disposable income being spent.
The culturre of America was also changing meaning the lure of materialistic and consumer goods was all part of the American Dream ideology.
What was the main role for women during 1950s?
To be a domesticated housewife
Women were rarely permitted to strive for careers or further education
Women who did work, were stereotypically female jobs
What is Hegemonic Control?
Leadership or dominance of one group over another
What is Patriarchal Dominance?
A society dominated by men, where women are oppressed as a result
What is Domestic Sphere?
Where women should stay at home and should not partake in any work outside of the home.
