Tide Flashcards
Product context of Tide
heavy duty machine
1946 P&G
DMB&B advertised for them in 1950s
they used print and radio adverts
showing the housewife charecter
Historical context of tide
post ww2 in 1950s included rapid development of new tech
which were all desirable for the customers
Cultural context of tide
print adverts from 1950s used more copy
consumer culture was in its early stages
lots of info on adverts
What are the codes and conventions of adverts?
Z line
Bright colours
sans serif font
comic strip style image
technical details
rule of thirds
What is a Z line
How audiences would look at a advert.
What are the theoretical perspectives for tide
suspense is created through the enigma of ‘what women want’
gesture codes of love and relationship
hyperbole - ‘Worlds whitest wash’
What year was Tide launched?
Tide was launched in 1946.
Which advertising agency handled Tide’s accounts in the 1950s?
The D’Arcy Masius Benton & Bowles (DMB&B) advertising agency handled Tide’s accounts.
What was a unique strategy used by DMB&B for Tide’s advertising?
DMB&B used print and radio advertising campaigns concurrently.
What character was commonly used in Tide’s advertising?
The ‘housewife’ character was commonly used.
What historical context influenced the 1950s consumer boom?
The post-WWII consumer boom included rapid development of new technologies for the home.
What type of products became desirable in the 1950s?
Vacuum cleaners, fridge-freezers, microwave ovens, and washing machines became desirable.
How did print adverts in the 1950s differ from today?
Print adverts from the 1950s used more copy than we see today.
What are some conventions of print-based advertising from the 1950s?
Conventions include the use of bright primary colors and informal modes of address.
What does the Z-line and rough rule of thirds refer to?
They refer to the composition techniques applied in the advert.
What font style is used for headings and slogans in the Tide advert?
Headings, subheadings, and slogans are written in sans-serif font.
What does the serif font in the Tide advert represent?
The serif font connotes more ‘serious’ or ‘factual’ information.
What is Barthes’ Hermeneutic Code?
It refers to the suspense created through the enigma of ‘what women want’.
What does Barthes’ Semantic Code relate to in the Tide advert?
It relates to the use of hearts and gesture codes that connote love and relationships.
What rhetorical devices are used in the Tide advert?
Hyperbole, superlatives, and tripling are used to emphasize Tide’s superior cleaning power.
What is the symbolic code according to Barthes?
The symbolic code refers to the way texts convey meaning through symbols and cultural references.
What theory did Claude Lévi-Strauss contribute to structuralism?
Lévi-Strauss’ theory posits that texts are constructed through binary oppositions, and meaning is derived from audiences understanding these conflicts.
How does Tide’s advertising reinforce binary opposition?
Tide’s advertising reinforces the binary opposition between Tide and its commercial rivals by stating it gets clothes cleaner than any other product.