Tide

Question 1

Tide- Introduction

Answer 1

Laundry Detergent for washing machines (1946)
Created by Procter & Gamble
Ideology - be the brand leader, stereotypical femininity (stay at home and took pride in domestic duties)

Question 2

Tide - Context

Answer 2

Increase in employment after WW2 - more disposable income
Consumer boom in 50s, washing machines were must haves
American Dream
Women didn’t work- they were housewives and stayed within their domestic sphere
Women aimed to achieve domestic perfection

Question 3

Tide - What is the American Dream? (context)

Answer 3

“Anyone no matter of their race, gender or class could achieve their own version of success and upward mobility is possible for everyone”

Question 4

Tide - Analysis

Answer 4

•medium close up of woman
Happy facial expression- happy with the product
Embracing product - she loves to use it and craves affection (if she achieves domestic perfection her husband will giver her affection)
•visual codes and iconography to convey domestic role:
Linen baskets, washing line and machines
Short hair and headband for practicality and sense of personal identity

Question 5

Tide - Theory

Answer 5

Theory of Identity - David Gauntlett