Tide Flashcards
Who is the target audience for ‘Tide’?
Women, middle class, younger, affluent
What is the effect of the semantic code of hearts?
Conntoing love for the product
Alludes to female stereotypes of love and relationships
What is the main image in the ‘Tide’ advert and what is the effect?
Close up shot of a woman hugging a Tide box
Focuses on facial expression and therefore pleasure of owning product
How does the ‘Tide’ advert empower women?
Non traditional representation via intertextual references to Rosie the Riveter shows how women’s role in society has changed post-WW2
How is the stereotype of women in a doemstic role reinforced in the ‘Tide’ advert?
The close up shot shows perefect hair and makeup, implying that physcial perfection should be achieved at all times, even when doing housework
Dress code of headscarf connotes practicality and reinforces image of domestic perfection and happiness in this role
What is the preferred reading of the ‘Tide’ advert?
That Tide is the solution to audience’s problems and the best product to buy
What is the main binary opposite established in the ‘Tide’ advert?
Betwen Tide and other cleaning products, establishing that it is the best product
What is the historical context of the ‘Tide’ advert?
Post WW2 consumer boom in the 1950’s meant that there were new products and technologies that needed to be promoted and explained to audiences
Women encouraged to return to domestic role when soldiers returned home and wanted jobs back
Can cultivation theory be applied to ‘Tide’?
The advert aims to cultivate the ideas that; Tide is the brand leader, is a desirable product to a female audience, and an innovating product
The repetation of these key messages causes the audience to increasingly align their own ideaologies with the producers
What is the effect of the Z-Line layout and rule of thirds in the ‘Tide’ advert?
Directs the audience’s attention to the most imporatnt parts of the ad
