Tide Flashcards
1
Q
Industry
A
- 1946
- Proctor and Gamble, explictly referred as customers had confidence
2
Q
Context
A
- post war boom, technological advancements of washing machines, and other domestic appliances.
- men targeted by the car industry
- women were being socialised back into pre-war position, took diff role during war of working.
3
Q
Audience
A
- lower-middle class women as trying to achieve good level of domesticity and wanted these advancements
- wives and mothers as shown in the cartoon
- glamour did not reflect reality but was aspirational
4
Q
ML: ‘Tide’
A
- repeated 13x throughout advert, reinforces brand identity and confidence in the consumer
House style:
- red connotes love, compassion and admiration
- blue connotes masculine traits such as strength and power, additionally trust and loyalty.
- ‘copy’ technique used at the time
5
Q
ML: Main image
A
- indirect mode of address, shows that her priority is Tide and the close, intimate bond that they have.
- holding product close to her, shows its importance and significance.
- semotics of hearts and exclamation marks
- arms wrapped around
- costume, hair, headband, dotted shirt
6
Q
ML: Rule of Thirds
A
whitest, brightens and cleanest. large and bold font, fact
tide vs others
superior
structuralism
7
Q
Van Zoonen
A
consistency in traditional gender roles and this was a typical example.
- patriachy
- hegemony, tide
8
Q
David Gauntlett
A
identity, social constructionism, aspirational, role model.
9
Q
Uses and Gratifications theory
A
audience demographic constructed through the ads use of women
can personally identify
young women, newly married with children.
ad creates these connotations
