tide peps and auidence

Question 1

tide dominant ideology patriarchy

Answer 1

p: contributes to patriarchy.
e; all 5 women portrayed are housewfe iconography
pink hearts above woman and tide box she is juvenile and silly
‘tide’s got what women want’

Question 2

tide dominant ideology capitalism

Answer 2

p; contributes to capitalism
e; key image hugging box with hearts she is besotted by a material object
‘cleanest, whitest’
‘tides got what women want’

Question 3

tide dominant ideology imperialism

Answer 3

p; contributes to imperialism
e; navy polka dots on white blouse with red writing.
‘worlds cleanest’
world’s whitest
american dream suburbia in cartoon strip

Question 4

tide demographics

Answer 4

middle class, 20-30 year olds, women, americans, white, small audience.

Question 5

evidence for tide target audience lower middle class

Answer 5

housewife iconography is used (blouse, a-line skirt, pin curls) excluding working class women, suburban garden in cartoon strip bottom right secondary image.

Question 6

evidence for tide target audience 20-30 year olds

Answer 6

woman in key image looks like a young woman, minimal wrinkles.

Question 7

evidence for tide target audience women

Answer 7

5 women represented. ‘you women’ direct mode of address towards women

Question 8

evidence for tide target audience american

Answer 8

colours of american flag used (navy polka dots on white blouse, red copy)

Question 9

evidence for tide target audience white

Answer 9

5 opportunities to represent non-white women all were used to represent white women.

Question 10

tide psychographics

Answer 10

competitiveness, materialism, traditionalism and patriarchy

Question 11

evidence for tide target audience competitive

Answer 11

‘World’s CLEANEST’ ‘world’s WHITEST’
‘cleaner than any other washday product you can buy’
‘no soap-no suds, no other washing product known’

Question 12

tide young and rubicam profile

Answer 12

mainstreamers

Question 13

tide evidence for young and rubicam profiles

Answer 13

mainstreamer- ‘you women’ ‘tides got what women want’ 2 women in cartoon, wanting to fit in
‘

Question 14

tide preferred reading

Answer 14

funny and relatable advert, bringing humour to the fact that women want a reliable product.

Question 15

tide oppositional reading

Answer 15

tide is sexist and dismissive of other roles that women play outside of housewifery.

Question 16

tide negotiated reading

Answer 16

whilst the advert may be sexist it sold the product well and its properties outweigh the advertiser’s attitudes

Question 17

tide cultivation theory

Answer 17

cultivates dominant ideology of patriarchy by showing women as simple and secondary.