Tide Flashcards
Production context
Procter and Gamble product launched in 1946
Became a brand leader in America and fitted in well with the overall brand identity
Advert
Designed by DMB&B agency
DMB&B
Also ran audio and TV adverts to build audience familiarity
Features the same ‘housewife’ character and ideology that Tide was loved and adored
Z-line
Important information at the top and bottom of the page with a strong diagonal opposition connecting the 2 elements
Bright, primary colours
Connote the positive associations the producers want the audience to make with the product
Enigma codes
‘What Women Want’-Creating suspense
The use of multiple exclamation marks-Tension
Semantic codes
Hearts above the main image, connotations of love and relationships
Dress code of the main female
Working outfit (Binary opposition to the make up)
Short, tied hair
Full makeup (Red lips-Again connotations to love and relationships)
Target audience
Lower-middle class women due to their need for innovative domestic technologies and products
Wider range of products
Increased focus on brands and their unique selling point
Oppositional reading
Woman in the main image connotes that her relationship with the product is the most important, which is the dominant primary message
Preferred reading
Top right and bottom left corner link to the imperative ‘Remember!’ And the use of personal pronouns ‘your wash’, ‘you can buy’
Cultivation theory
Aims to cultivate the ideas that ‘This is the brand leader’, ‘It’s a desirable product for female audience’
Repetition of these key messages causes audiences to increasingly align to the own ideologies
