SET TEXT 2 - TIDE - Audience

Question 1

PRODUCT CONTEXT:

When did Proctor and Gamble produce Tide?

Answer 1

In 1946 - They quickly became a brand leader.

Question 2

PRODUCT CONTEXT:

Why did the advert refer to Proctor and Gamble by name?

Answer 2

To give them credit for creating the leading brand.
Tide is a leading brand - the audience will want to buy more P&G products.
Gains a loyal fan base who will keep purchasing.

Question 3

How would Stuart Hall’s Reception Theory apply to this text?

Answer 3

Preferred

Negotiated

Oppositional

Question 4

How would George Gerbner’s Cultivation Theory apply to this text?

Answer 4

Repeated exposure to ideologies can shape the way we think.

Repeated exposure to these Tide adverts means women believed they were only destined and useful to be housewives.

Question 5

How would Jackson and Katz’s Uses and Gratifications Theory apply to this text?

Answer 5

PIES
Personal identity - Tide identifies with housewives - relatable.
Information and Education - tells you you need Tide to achieve the American Dream.
Entertainment and Diversion - Diversion from the societal reality - they shouldn’t have been housewives.
Social Interaction - women can interact over houses and cleanliness and which products they use.
Gratify different needs - we are active.

Question 6

How would the Two Step Flow Theory apply to this text?

Answer 6

1) Opinion leaders pay attention to the media (could be celebs, or in this case Good Housekeeping)
2) They pass their opinions onto their followers and fan base to increase Tides global reach.