Tide

Question 1

When was TIDE launched and by who?

Answer 1

1946 by Procter and Gamble

Question 2

What is the historical context of TIDE?

Answer 2

Post ww2 1950s consumer boom leads to new technologies such as vacuum cleaners, microwaves and washing machines and therefore make chores easier

Question 3

What is a comparative study text that can be linked to TIDE?

Answer 3

WW2 adverts such as ‘Women’s land army’ challenge stereotypical representations of women who are usually confined to the domestic sphere

Question 4

Who was the target audience for the TIDE advertisement?

Answer 4

Lower-middle class women, readers of good housekeeping

Question 5

How could Stuart Halls reception theory be linked to the TIDE advertisement?

Answer 5

Indirect mode of address made by main woman connotes the importance of her relationship with the product
Direct mode of address - you women = personal pronouns and imperatives

Question 6

How can Leisbet Van Zoonen’s feminist theory be linked to the TIDE advertisement?

Answer 6

TIDE is an example of conservative representation (traditional view of women) contradicts zoonen’s theory that media makes social change happen by going against traditions

Question 7

How can George Gerbners cultivation theory be linked to the TIDE advertisement?

Answer 7

TIDE repeats key messages which makes audiences align their own ideologies with the messages shown

Question 8

How can Bell Hooks feminist theory be linked to the TIDE advertisement?

Answer 8

Only uses white women - idea that lighter skinned women are more desirable in western culture

Question 9

How can Gilroys post colonial theory be linked to the TIDE advertisement?

Answer 9

TIDE reinforces colonial power by using only white people

Question 10

In terms of code and conventions, what font does the TIDE advertisement use, and what does this imply?

Answer 10

Sans-serif font for headings, sub-headings and slogans = informal mode of address
Serif font for technical details connotes more serious and factual information

Question 11

In terms of codes and conventions, how does the use of colour impact the audiences view on the product?

Answer 11

Reds and blues = patriotic colours, bright so they imply positive associations with the product

Question 12

How can Roland Barthes Hermeneutic code be linked to the TIDE advertisement?

Answer 12

Suspense is created through the enigma of ”what women want”

Question 13

How can the Proairetic code be linked to the TIDE advertisement?

Answer 13

Anticipation created through the use of exclamation points

Question 14

How can a semantic code be linked to the TIDE advertisement?

Answer 14

Connotations of love and relationships with images of hearts & the women’s gestures (such as hugging the washing powder box) associates the product with domestic and romantic happiness

Question 15

What is stereotypical about the dress code in the TIDE advertisement?

Answer 15

1950s hairdo (shorter, held back with ribbon) - glamorous but practical and connotes housework

Question 16

What is an example of binary oppositions in the TIDE advertisement?

Answer 16

Tied back hair (suggesting hard work) and a full face of makeup

Question 17

Who was the set advert made by?

Answer 17

DMB&B

Question 18

What character did Tide create?

Answer 18

Housewife

Question 19

What was the 1950’s consumer boom?

Answer 19

lead to new ‘hardware’ technologies to make domestic chores easier, and ‘software’ products – washing powder

Question 20

Dress codes - 1950s hairdo

Answer 20

glamorous but practical (shorter, held back) connotes housework

Question 21

How does Stuart Halls theory of representation link to Tide?

Answer 21

Domestic images familiar as representation of 1950s audience’s own lives and shared cultural experience

Question 22

How does David Gauntlett’s theory of identity link to tide

Answer 22

Women represented in advert act as role models for audience to construct their own sense of identity against

Question 23

Who Is Tides Target audience?

Answer 23

increasingly affluent lower-middle class women

Question 24

Audience demographics (2)

Answer 24

newly married, with young families (connotations of men, children’s clothes on washing line)

Question 25

How is a Reassuring lexical field used in Tide?

Answer 25

(“trust”, “truly safe”, “miracle”) – product provides solutions to needs of audience

Question 26

What is the Composition (z-line, rule of thirds) in Tide?

Answer 26

both lead to the cartoon character in the

middle

Question 27

What is the effect of the Red colours?

Answer 27

primary bright colour with positive association with the product

Question 28

Gap fill- Cultivation theory - George Gerbner
The advert __________ ideas that Tide is the _______ washing detergent and is a desirable product for the ______ audience. The __________ of these messages convinces the audience member.

Answer 28

cultivates, leading, female, repetition