Tide - Audience Flashcards
Describe the target audience of the tide advert
White women, 18-40, married with kids,
Aspire to have idealised lifestyle
Give four ways that tides’s audience can be identified on the set text
beautifully illustrated women - the ‘perfect’ lifestyle is portrayed
female specific words (women, she) - directly addressing female audience
men’s clothes on washing line - targeting married women with children, part of ideal life?
new technologies - early consumerism, wanting to improve lifestyle
What is the name of the company that has an endorsement sticker on the tide advert?
Good Housekeeping - opinion confirming quality and reliability to audience
Give an intertextual reference included in the tide
Body language of woman is similar to ‘Rosie the riveter’
Potentially reminding audience of empowerment and strength that she portrayed, and applying it to housekeeping
Apply uses and gratifications theory to Tide.
ENTERTAINMENT - cartoon strip and bright colours, 1950s audience not bored of adverts yet
INFORMATION - …about products especially new technologies that weren’t very available at the time, no tv and internet
IDENTITY - build identity around characters in constructed ‘ideal world’
ESCAPISM - escape to aspirational life, distracting from changes in post-war world
Apply cultivation theory to Tide
Overtime cultivates the idea that tide is the best and most ideal brand
- Repetition of words like “whitest and cleanest”
- Repetition that ‘this is what women want’
…repeated over many adverts
