tide

Question 1

product context

Answer 1

• launched Procter and gamble and brand leaderever since in usa
  -dmb and b ad agency explicitly refer to tide in campaigns and market research - strong consumer confidence
  -print and radio campaigns run together both used housewife and ideology of love/adoration - quick building audience familiarity

Question 2

historical context

Answer 2

-post ww2 consumer boom
- need innovate domestic tech to help domestic chores
- hardware - washing machine and software- washing tablets

Question 3

socia/cultural context

Answer 3

social: women roles change war (medical/military support other roles outside home) domestic products 50s aimed females.
TA increasingly affluent lower middle class women and their need in novate domestic tech . increasing popularity 50s supermarkets stocks ng wider range products increased focus by corporations on brands and USP.

cultural: print ads 50s more copy consumer culture early stages and so many new bands and products entering markets audiences need more info ab them. modern aud more used to advertising branding and marketing conventions print based ads still recognisable in this text :

Question 4

audiences

Answer 4

-white American/british women 18-40 - illustrated harder tell age wider aud.married with children , stay at home housewife aspired perfect lifestyle.
-beautiful women appeal women aspiring for better life perfect housewife (escapism)
- info:50s no tv or internet hard find out ab new products in consumer boom no better way to find info then ads
-entertainment: post ww2 consumer boom ads are new still exciting and quirky ; bright colour, bold images, fun words comic strip.
-identification: married heterosexual and kids, washing line. and lifestyle domestic chores/houswife
-female targeted specifically repeated words: women.
direct address your wash personal pronouns and imperatives remember engage aud speaks them directly
-suttle intertextual ref wartime propoganda poster rosy the either post war aud.
-conventional costumes and hairdo Veronica lake familiar 50s
-good housekeeping endorsement aspirational opinion leader aud wanting quality and reliability
- increasing innocent middle class women need domestic tech help w chores.

Question 5

audience theories

Answer 5

hall- hyperbole bo tide v all other products tide magical/great. trust miracle like no other. magical and great.preferred reading
reassuring lexical field truly safe trust miracle , solution to aud needs despite new.

opposition/negotaitaed reading feminist ideology - sexist old fashioned desire career out home like during war. modern aud sexist. male aud preferred reading, depends culture, age, gender

Gerbner- cultivation theory
many women exposed lots of ads like this and the effect of representation may have cultivated and align own ideologies with them , other may not if not exposed.
cultivate ideas ab tide repeat that what women want ,better than any other washday product cleanest whitest brightest. same in all tide ads. causing tide to go into more American homes than any other washday product.