Tide Flashcards
Which company created Tide?
Created by Proctor and Gamble
Who was the set advert made by?
DMB&B
What character did Tide create?
Housewife
What was the 1950’s consumer boom?
lead to new ‘hardware’ technologies to make domestic chores easier, and ‘software’ products – washing powder
What was happening in the post WW2 era?
reassertion of traditional gender roles:
Men doing the more physical jobs and women preforming the domestic, family role.
WW2
What effect do the ‘Women’s Land Army’ and ‘Rosie the Riveter’ – “We Can Do It!” advert have on audiences?
Challenge stereotypical representations of women confined to domestic sphere - encourages them to take up physical roles
Dress codes - 1950s hairdo
glamorous but practical (shorter, held back) connotes housework
How does Stuart Halls theory of representation link to Tide?
Domestic images familiar as representation of 1950s audience’s own lives and shared cultural experience
How does David Gauntlett’s theory of identity link to tide
Women represented in advert act as role models for audience to construct their own sense of identity against
Who Is Tides Target audience?
increasingly affluent lower-middle class women
Audience demographics (2)
newly married, with young families (connotations of men, children’s clothes on washing line)
How is a Reassuring lexical field used in Tide?
(“trust”, “truly safe”, “miracle”) – product provides solutions to needs of audience
What is the Composition (z-line, rule of thirds) in Tide?
both lead to the cartoon character in the
middle
What is the effect of the Red colours?
primary bright colour with positive association with the product
Gap fill- Cultivation theory - George Gerbner
The advert __________ ideas that Tide is the _______ washing detergent and is a desirable product for the ______ audience. The __________ of these messages convinces the audience member.
cultivates, leading, female, repetition
