Tide Flashcards
What year was Tide launched?
1946
Tide was designed specifically for heavy-duty, machine cleaning.
Which character type was prominently featured in Tide’s advertising?
Housewife character
This character was used to convey affection and loyalty towards Tide.
What historical context influenced Tide’s advertising in the 1950s?
Post-WWII consumer boom
This era saw the rapid development of new home technologies.
How did 1950s print adverts differ from modern ones?
Used more copy
Early consumer culture required more detailed information about new brands and products.
What compositional techniques can be applied to the Tide advert’s layout?
Z-line and rough rule of thirds
These techniques help guide the audience’s eye through the advert.
What do bright, primary colors in the Tide advert connote?
Positive associations
The colors aim to create favorable perceptions of the product.
What type of font is used for headings and slogans in the Tide advert?
Sans-serif font
This font choice connotes an informal mode of address.
What does the use of a comic strip style image in the Tide advert achieve?
Reinforces informal communication
It features women discussing the product using informal lexis.
What font is used for more ‘technical’ details in the Tide advert?
Serif font
This font choice connotes seriousness and factual information.
According to Barthes’ Hermeneutic Code, what creates suspense in the Tide advert?
The enigma of ‘what women want’
This is emphasized by the use of multiple exclamation marks.
What do the hearts above the main image in the Tide advert signify according to Barthes’ Semantic Code?
Connotations of love and relationships
These elements suggest that Tide fulfills emotional desires.
What rhetorical devices are used in the Tide advert to highlight its cleaning power?
- Hyperbole
- Superlatives
- Tripling
These devices create a sense of superiority over competitors.
True or False: Tide quickly became the brand leader among Procter & Gamble’s competitors.
True
Tide overtook competitor products by the mid-1950s.
How did Tide’s adverts challenge societal views of women in the 1950s?
They challenged stereotypical views of women being confined to the domestic sphere
This was significant during a time when traditional male roles were changing.
What technological advancements made domestic chores easier in the 1950s?
Vacuum cleaners, fridge-freezers, microwave machines
These products became desirable for consumers.
What connotations are associated with the use of hearts in 1950s advertisements?
Love and relationships
It suggests that the product fulfills what women want.
What rhetorical devices were commonly used in 1950s advertising?
Hyperbole, superlatives, tripling
Examples include ‘Miracle’, ‘World’s cleanest wash!’.
What was the impact of Tide’s advertising strategy by the mid-1950s?
Tide became the brand leader
Procter and Gamble’s competitors were rapidly overtaken.
According to Claude Lévi-Strauss, how is meaning constructed in texts?
Through binary oppositions
Audiences understand conflicts to derive meaning.
What does the phrase ‘Tide gets clothes cleaner than any other washday product’ illustrate?
Conceptual binary opposition between Tide and competitors
It reinforces Tide’s superiority.
What social change did the 1950s advertisements reflect regarding women’s roles?
Challenged stereotypical views of women confined to domestic roles
Society needed this change as men left for war.
What fashion elements were present in 1950s advertising representations?
Stereotypical hairstyles, headbands, and scarves
Influenced by contemporary film stars and wartime practicality.
Fill in the blank: Advertisements in the 1950s linked domestic perfection with a need for _______.
speed, convenience, and a better standard of living
This was a shift from pre-war expectations.
What does the headband or scarf worn by women in 1950s adverts signify?
Focus on work
It contrasts with the full makeup, suggesting dual roles.
According to Stuart Hall, what do the images of domesticity in the advert form?
A shared conceptual road map
This means that the representations help audiences relate to their own lives and experiences.
What does David Gauntlett’s theory of identity suggest about women in the advert?
They act as role models of domestic perfection
Audiences may compare themselves to these representations to construct their own identities.
Which feminist theorist argues that media contributes to social change by depicting women in non-traditional roles?
Liesbet Van Zoonen
Van Zoonen’s theory critiques traditional media representations of women.
What social context is highlighted regarding women’s roles during WWII?
Women took on roles in medical and military support
Despite these changes, domestic products continued to target female audiences.
What demographic does the advert likely target?
Affluent lower-middle class women
The focus is on innovative domestic technologies for this audience.
What does the endorsement from Good Housekeeping Magazine signify in the advert?
It makes them an Opinion Leader
This endorsement reinforces the credibility of Tide as a leading product.
What is the preferred reading of the advert according to Stuart Hall?
Tide provides solutions to domestic chores needs
The lexical fields used convey reassurance and safety.
What key ideas does the Tide advert aim to cultivate according to Gerbner’s theory?
- Tide is the brand leader
- Nothing else washes to the same standard as Tide
- It’s a desirable product
- Miracle suds are an innovation
Consistent messaging can align audience ideologies with the product.
