Tide Flashcards
Who is procter and gamble
They are the company that launched tide P&G in 1946
When was tide made
1946
Who handles tides advertising throughout the 50s
D’Arcy Masius Benton and Bowles (DMB&B)
Why did most of the marketing around tide have P&G name on it
It was found that people trusted that name and the research found high level of confidence in their products so it had the seal of quality
what was the branding used for tide by DMB&B
used print and radio campaigns due to them being a quick way to build audience familiarity
used the housewife and the ideology that the customers loved and adored tide in the campaigns
what did the 1950s babyboom bring to America
a rapid development in tech for the home and designed more ways to make chores easier.
what tech became wanted in the 1950s by consumers
fridge-freezers, microwaves, washing machines and hoovers. - this prompting development of products that go along side this e.g. washing power.
why did 1950s posters hold more copy then ours today
due to consumer society only being in the early stages and people needing more info on the products to understand what they did.
also due to attention spans decreasing over time
the tiktok affect - too much media
in what ways did the company try and attract audiences
- z-line and rough rule of thirds (pleasing composition)
- bright colours to create a positive connection to the brand
- use of San serif font to show its informal an fun ( use of !!) this juxtaposed by the serif font only used for formal serious talk in 123 step lexis to show its factual manner.
all done to meet audiences expectations of 1950s posters.
why have hyperboles been used
they been used to showcase how they are the best cleaning product and to stand out from other media products
example of an hyperbole in tide
Worlds cleaning wash!
where is a binary opposite in tide
a binary opposite between tide and other wash products made through poster
- There’s nothing like Procter and gambles tide
- Tide gets clothes cleaner then any other washday product you can buy.
what is a cultural reference or intertexts for tide
‘Rosie the riveter’ - women meditated but seen as strong workers going against what tide was showing and challenges the domestic sphere.
what were men being targeted with in the war boom
cars and ‘man of the house’ products
what does the main character costume codes say
that she is a stereotypical housewife
hairstyle with curls
apron and full face of makeup
this is juxaposed by the use of the headscarf which
was worn through the war for women and they hand their hair held back due to work ( binary opposite of costume)
Gauntlett theory link
pick and mix - the women are role models of domestic perfection and something women want to construct their own identity from
how does tide challenge van zoonen
zoonen feminist theory - media contributes to social change is challenged as the women are present in a traditional sexist way.
bell hooks
intersectionality and the idea that a lighter skinned women are considered more desirable and fit better into western beauty - ad reinforced this by only representing the modern women as white
how can tide link to Gilroy
post colonial theory - media text reinforces this as only white women on poster.
what was the target audience
affluent, lower middle class women
how did the popularity of supermarket affect tide
a wider range of products were becoming available which led to an increased focus of corporation competition and a need for a unique selling point.
how might young woman have personally identified
young woman on poster, young women are more likely to be newly married and having baby (demographics) - we see them targeted through the clothes on the comic scene washing line
who is an opinion leader for tide
good housewife magazine which gave a good endorsement and make it cultivational clear that tide is the market-leading product
how is a preferred reading position created
through the lexical choices
trust, miracle, nothing like
despite being a new product tide provides reasons as to why its safe and should be the dominant product choice.
direct mode of address = the use of you buy and your wash and remember all their to targets the preferred reading position for women + the indirect mode of address where the women is holding the product with hearts shows her relationship with product is important and all she wants.
what does the repetition of key messages cause audiences to do
they will increasingly align theory ideology with the brand positively with he phase (goes into more American homes then any other washday product)
what is reds significance to tide
polysemic sign - love lust danger
tide is red, women lips are red and slogan red
all their to link tide with love and women.
red is most attractive colour to humans (marketing good as it draws people in)
