Tide Flashcards
What was Tide?
Tide was a Procter & Gamble washing detergent, heavily advertised in the 1950s through print and radio campaigns.
Why is the Tide poster significant?
It reflects post-war consumerism, the rise of domestic technology, and gender roles in 1950s America.
What does the bold red colour on the Tide advert signify?
It connotes strength, passion, and urgency, creating a sense of reliability and effectiveness.
What media language technique is used with the central image of the woman hugging the product?
Symbolic code of love and affection, suggesting an emotional bond with the product.
How is direct address used in the Tide advert?
Phrases like “you women” and “no wonder you women buy Tide” create a personal and inclusive tone, appealing directly to the target audience.
What is the effect of the sans-serif font used in the main slogan?
It conveys a modern, clean, and practical feel, reinforcing the product’s efficiency.
How are women represented in the Tide advert?
As domestic, nurturing, and devoted to household tasks, reinforcing traditional gender roles of the 1950s.
What does the woman’s facial expression and body language suggest?
Her joyful expression and tight embrace of the product convey satisfaction and emotional connection, promoting the product as a household essential.
How is masculinity represented in the advert?
Through absence- men are not depicted, reinforcing the idea that domestic chores are women’s responsibilities.
What ideological messages are conveyed about gender roles?
The advert promotes the post-war ideal of the perfect housewife, reflecting patriarchal values.
Who produced Tide?
Procter & Gamble, a major US consumer goods company.
What was the typical post-war audience for cleaning products like Tide?
Married, middle-class women, targeted through gendered advertising.
How did technological advancements influence the products marketing?
The rise of mass media (radio, print) allowed companies like P&G to reach wider audiences with consistent branding.
What demographic was Tide aimed at?
Middle-class, white, American housewives.
How does Tide create an aspirational appeal for its audience?
By presenting the idealised housewife- smiling, content, and efficient- implying that using Tide contributes to a happy, perfect home life.
How does the advert use gratification theory to appeal to its audience?
It offers reassurance (cleaner clothes), personal identity (relating to the housewife role), and social interaction (conversation about domestic products).
How can you apply Stuart Hall’s Representation theory to Tide?
The dominant reading positions women as domestic caretakers, while an oppositional reading may challenge the outdated gender roles.
How does bell hook’s feminist theory relate to the advert?
The advert reinforces patriarchal ideals by representing women as domestic and subservient.
How does David Gauntlett’s identity theory relate to Tide?
It offers a limited range of gender identities, promoting the ideal housewife as the standard for women.
How does the use of hyperbolic language in the Tide advert reinforce the product’s effectiveness?
Phrases like “Tide’s got what women want!” and “No wonder you women buy Tide” use exaggerated claims to suggest the product is superior and widely trusted.
What is the significance of the comic strip style images at the bottom of the advert?
They create a step-by-step narrative, making the cleaning process seem simple and effective, while also breaking up the text-heavy layout.
How does the advert use intertextuality?
It references the popular culture of the time, borrowing visual and linguistic styles from contemporary comic strips and domestic magazines.
What is the effect of the slogan “Tide’s got what women want!”?
It uses gender-specific language, directly targeting women and reinforcing the gendered nature of advertising.
How are domestic values reinforced in the Tide advert?
By portraying the ideal woman as happy, efficient, and devoted to cleaning, reinforcing the post-war domestic ideal.
What does the advert suggest about the role of women in 1950s society?
It implies that a woman’s primary role is in the home, responsible for domestic chores, and that using Tide makes her more effective and desirable.
How might a modern audience interpret the gender representation differently?
A modern audience may view the advert as outdated and sexist, highlighting the regressive portrayal of women.
How did post-war economic conditions influence the advert?
With rising consumerism and the availability of new household products, Tide capitalised on the growing demand for convenience in housework.
What role did the P&G brand play in the advert’s credibility?
P&G’s reputation as a trusted company lent credibility to the advert, making the product appear reliable and high-quality.
How does Roland Barthes’ semiotic theory apply to Tide?
The use of symbolic codes (e.g., the hearts around the woman) signifies emotional attachment, while the bold colours and exclamatory language creates connotations of power and reliability.
How does Gerbner’s cultivation theory apply to the advert?
The repeated exposure to adverts like Tide reinforces the idealised image of the housewife, cultivating stereotypical gender norms.
What is the significance of the all-capitalised, bold words in the advert?
Words like “TIDE” and “CLEANEST” are emphasised to draw attention, making the product name and key benefits memorable.
How does the advert’s layout reflect typical 1950s print advertising conventions?
It uses a combination of large, eye-catching images, bold typography, and heavy text blocks, common in 1950s print ads.
How are beauty standards reflected in the advert?
The housewife is presented as conventionally attractive (stylish hair, makeup, and neat attire), promoting aspirational beauty ideals tied to domesticity.
How does Claude Levi-Strauss’ structuralism theory apply to Tide?
The advert constructs binary oppositions: cleanliness vs. dirt, happy vs. unhappy, which reinforce the product’s superiority and the benefits of using it.
How can reception theory be applied to different audiences?
A preferred reading in the 1950s would align with the intended message (cleanliness and domestic bliss), while an oppositional reading today might critique its outdated gender norms.
