Tide

Question 1

When was TIDE launched and by who

Answer 1

1946 by Procter and Gamble

Question 2

Historical context of TIDE

Answer 2

Post WW2 1950s consumer boom leads to new technologies such as vacuum cleaners, microwaves and washing machines to make chores easier

Question 3

Comparative study to be linked to TIDE

Answer 3

WW2 adverts like ‘womans land army’ challenge stereotypical reps of women who are usually confined to the domestic sphere

Question 4

Target audience for Tide as

Answer 4

Lower middle class women, readers of good housekeeping

Question 5

How can Sturat Halls representation theory link to tides mode of adress in tide

Answer 5

Indirect mode of adress made by main woman connotes the importance of her relationship with product.

Question 6

How can Van Zoonens theory be linked to the tide ad

Answer 6

Tide is an example of conservative representation - traditional view of women - contradicting van zoonenes theory that media makes social change happen by going against traditions

Question 7

How can George Gerbnres cultivation theory be linked to the Tide advertisement

Answer 7

Tide repeats key messages making audiences align their own ideologies with the messages shown

Question 8

How can bell hooks theory be linked to the tide ad

Answer 8

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

Question 9

How can Gilroys post colonial theory be linked to the tide ad

Answer 9

Tide reinforces colonial power by only using white people

Question 10

In terms of codes and conventions, what font does the Tide ad use and what does this imply

Answer 10

Sans serif font for headings, sub headings and slogans - informal mode of adress.
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 product. Tide

Answer 11

Reds and blues - patriotic colours, bright implying positive associations with products

Question 12

How can a semantic code be linked to tide ad

Answer 12

Connotations of love with images of hearts
womens gesture codes - hugging the washing powder associates the product with domestic and romantic happiness

Question 13

What is stereotypical about the dress code in the Tide ad

Answer 13

1950s hairdo - shorter held back with ribbon - glamorous but practical connotes housework

Question 14

An example of binary oppositions in the tide ad

Answer 14

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

Question 15

What audience demographic is tide targeted at

Answer 15

Newly married women with children

Question 16

How can Stuart Halls representation theory be linked to the Tide ad

Answer 16

Domestic images are familiar to the audiences own lives

Question 17

How can Gauntletts theory of identity be linked to the Tide ad

Answer 17

Women are represented as role models for the audience to construct their own sense of identity against.

Question 18

Preferred reading of the tide ad

Answer 18

Through words such as ‘trust’, ‘truly safe’ and ‘miracle’, the product provides solutions to the needs of the audience

Question 19

What is the tide a construction of

Answer 19

Working class american identity

Question 20

u’s and g’s tide

Answer 20

audience demographic constucted through women who identify.

Question 21

cultivation theory gerbner tide

Answer 21

tide aims to cultivate ideas that it is best, a desirable product for female audience.

gerbners theory argues that repetition of key messages causes audience to align own ideologies