Tide (Component 1)

Question 1

What was the target audience for
the Tide advert?

Answer 1

• Aspirers - the ideal housewife
• Women
• C2+
• Husbands - buying them for his wife

Question 2

How did advertising towards women change from the 1940s to the 1950s

Answer 2

• During the second world war women were being encouraged through advertising to leave the domestic world and join the working world (once male-dominated)

Question 3

What role did women play in industries during World War 2, and how were they encouraged to participate?

Answer 3

• In agriculture jobs the women were ploughing, milking cows, driving tractors and growing produce, encouraged to participate through the adverts made at the time (commanding words)

Question 4

Who were the Land Girls, what tasks did they perform in the agricultural industry?

Answer 4

• Land Girls were women employed by the woman’s land army. These girls were critical for increasing the country’s food production.

Question 5

How does the Tide advert reference Rosie the Riveter and how does it empower women within the domestic sphere?

Answer 5

• Intertextually references Rosie through the use of the bandana, gestural codes with the arms.
• The advert empowers women at home, encouraging them to take pride in their cleaning.

Question 6

Which psychographics will find the Tide advert appealing?

Answer 6

• Aspirers
• Mainstream

Question 7

What advertising techniques are in the Tide advert?

Answer 7

• cartoon - ideal family
• ‘tide’ - repetition
• no other “suds” will get your wash as clean as tide - weasel words
• patriotic advertising

Question 8

Where is an example of demonstrative action in the Tide advert?

Answer 8

• The women getting clothes down from the washing lines.

Question 9

Why might husbands be the target audience for the Tide advert?

Answer 9

• Husbands were often in control of wives money, therefore wives would need to convince their husbands to buy the product.

Question 10

How did the pressure to conform in the 1950s affect the American women’s lives?

Answer 10

• Led to an increased reliance on anti depressants due to social pressures to return to home life, reducing opportunities for socialization and independence

Question 11

How could elements of Hall’s reception theory be applied to the Tide advert?

Answer 11

• Dominant - People believe it will bring them closer to the American dream and husbands believe their wives will love it
• negotiated - find it demeaning but recognize the product’s quality
• oppositional - find it offensive and avoid the product

Question 12

What contextual evidence could support the use of Copy in the Tide advert?

Answer 12

• Back in the 50’s the bright colours and pictures where to get the attention of women but the copy were used to convince the men that the product was good to buy, by presenting ther with useful info through copy

Question 13

Theory of identity , david gauntett?

Answer 13

women represented as role models of domestic perfection. audience may
Construct their own identity on it.

Question 14

How is direct mode of address used to appeal the audience?

Answer 14

• Usage of direct personal pronouns, such as ‘you women’, attracts attention and feels more personal to the audience

Question 15

Why was the tide campaign successful?

Answer 15

• People started to buy it and use tide

Question 16

How is the woman presented in the tide advert the ‘perfect house-wife’?

Answer 16

• Shes shown hugging the Tide box, symbolically embracing her role in the world and her duties as a house-wife

Question 17

What advertisement technique is being used in the relation to the cartoon in the Tide advert?

Answer 17

• The use of the endorsement technique

Question 18

What historical context influence ‘the style’ and content of the tide advertisement?

Answer 18

• The style of the advert was used to encourage a woman back into the domestic field, and away from the workforce. After the war, men feared that woman would take over the workforce and there would be no more jobs for the men.

Question 19

How does the representation of women in the advert support Gauntlett’s theory of identity?

Answer 19

• Supposed to idea that old/past representation were simple more simple more stereotypical as the woman is presented in the traditional housewife role

Question 20

What media language shows feminine love?

Answer 20

• 3 hearts (pink) - semantic code of love. hints to the target audience
• hug- action code shows love towards tide product, trying to influence women - gauntlett

Question 21

How does the Tide advert target and appeal to the 1950’s female audience?

Answer 21

• The use of colour and font
• The use of visual codes e.g. clothing, gesture and expression
  -The choices in the representation of women
• Creation of narrative
• Intertextuality between the woman featured and stars of the time

Question 22

What does the Tide advert tell us about audiences of the time?

Answer 22

• link between social status and domestic cleaning products and appliances
• importances of advances in technologies for the average housewife

Question 23

What is the demographic grouping for the Tide advert?

Answer 23

• Women (housewives specifically)
• Aged 18-35
• Domestic values

Question 24

When was Tide launched?

Answer 24

1946

Question 25

Who created Tide?

Answer 25

P&G (Proctor and Gamble)

Question 26

What does the 4 Cs stand for?

Answer 26

Cross-cultural consumer characteristics