Tide Flashcards
Who launched ‘Tide’ ?
Procter and Gamble
When did ‘Tide’ launch ?
1946
What is the historial Context for the Tide advert ?
. Tide launched post WW2 - propaganda
. link to - ‘The consumer boom’ of the 1950’s - that was designed to make domestic chores faster and more desirable.
What is the Cultural Context for the Tide advert ?
Print adverts from the 50’s used more conventional copy than we’re used to seeing today - early stages of consumer culture development
. ‘Consumer boom’ = market became more competitive with more brands for people to choose from
What is the Social and cultural Context for the Tide advert ?
Tide adverts link to - ‘Woman’s land army’ - WW” propaganda
- the representation of women challenges that of the sterotypical view by making them seem powerful - something that was needed at the time - pre 2nd feminist wave + due to the ‘male roles’ being vacant - war
Who handled Procter and Gambles accounts throughout the 1950’s ?
DMB&B
What is the DMB&B ?
The D’arcy Masius Benton & Bowles
- An advertising company that handles the marketing in the 1950’s
What marketing was used for Tide ?
DMB&B - used print and audio advertising campaigns concurrently - to build audience familiarity with the brand
- Both media forms used the ‘houswife’ character and the ideology that its customers ‘loved’ and ‘adored’ Tide.
What is significant about the **Mode of address* within the ‘Tide advert’ ?
Indirect mode of address is used -
. ‘YOU women’
. ‘YOUR wash’
. ‘YOU can buy’
How is gender the Tide advert ?
.
” Tides got what women want” - reinforces the idea that women follow a domesticated life - they WANT to be able to clean effectively and Tide believes that it can do this for them
Application of Levi Strauss ~ structuralism
Binary opposition :
. Tide VS its commercial rials
- “ Tide gets clothes cleaner than any other washday product”
What is the significance of the Typography used in the Tide advert ?
Bold, comic red - connotes love
Headlines / subheadings / slogans in sam - serif font - further connotes an informal mode of address
What is the significance of the semantic codes used in the Tide advert ?
What is the significance of the Colour palette used in the Tide advert ?
High - key colour palette
- positive connotations that contrast that of the dark times of WWll
- Red - connotes the blood shed during war but also the women’s love for leaning applications - Tide
Application of Bathes ~ Semiotics
Enigma created through the language usage ‘ what women want!!’ - multiple exclamation marks suggest a sense of urgency - why is it urgent ? - why do women want THIS product over others ?
Hermenuetic / semantic code of the hearts surrounding the image - Gesture code of hearts have connotations of relationships and love - Women supposedly LOVE this product
Hyperbole and superlatives - “ worlds cleanest wash’ - use to oppose the other cleaning products
