Tide print Advert. Flashcards
Tide used to be for…
Heavy duty machine cleaning
Which advertising agency was responsible for Coca-Cola and advertised tide?
D’Arcy Masius Benton and Bowles. (A trusted brand)
Tide used a
House wife character to praise tide.
This product was not created for…?
The modern audience of today.
This advert can seem O______
Outdated
In the post war boom of 1950 there were many new technologies like…
Vacuum cleaners, fridge-freezers and washing machines. Which became very desirable
What was the hope for every American?
The American dream
The tide advert was put on TV on specifically which showed?
American domestic melodramas watched by women and later turned into ‘soap operas’
What was the sole responsibility of women at the time? And how rude used this advantage
Responsibility over the home. Middle class Women were attracted by time saving devices.
This product was made to seem new and exciting by…
The use of strong primary colour and large fonts.
Big quote from tide -
‘ NO OTHER WASHING PRODUCT KNOWN - WILL GRT YOUR WASH AS CLEAN AS TIDE ‘
The adverts appeal to which marketing target?
Aspirer
The tide advert involves?
Two women talking to each other. (A common way of advertising at the time). The advert uses women from the same demographic as the target audience. Plus hanging laundry outside = makes product seem more credible.
They use informal language but the factual info is listed. The aim to distinguish tide from ‘sudsy’ soap powders.
At this time a lot of new brands were appearing on the market so the consumers needed…
More information about the product and its purpose. The packaging of the old fashioned washing machine with suds proving out of it shows those days are gone with the purchase of tide.
Despite the fact women’s roles had changed dramatically during WW2 women retuned to the domestic role.
As a result cleaning and other domestic products were largely still targeted at women.
Rationing finally ended in 1954 after ….
14 years
Inflation was low, giving people more disposable income. Encouraging them to…
Spend money on advertising to spend on consumable products. Such as washing machines. Products increased by 70% in the 1950s
How does herb need cultivation theory apply to Tide?
Advertising strategies and the audience reach of advertisements developed dramatically during the 1950s. Gerbners idea was that exposure to repeated patterns of representations over long periods of time can shape and influence how people perceive the world around them. Making them have particular views and opinions.
Tide claims all women want…?
The ‘cleanest’ and ‘whitest’ laundry
Everyone else is using the product:
‘Goes into more American homes than any other washday product’
What does tide state if you buy it?
If you want you wash to be the best you must buy tide
Your life complete if you use tide.
Stuart halls theory suggests
As the values attitudes and beliefs being sold it encourages women to accept the preferred reading of the products creators.
The post WW2 consumer boom of the 1950 included a rapid development of…
New technologies for the home, designed to make domestic chose easier.
Print adverts from the 1950s conventionally used more ‘______’ than we’re used to seeing today.
Copy
Potential customers needed more information. Why is this? And what did they do to give information?
Because of the large amount of ‘new’ brands.
Used more to advertising, marketing and branding.
Consider codes and conventions, and how media language influences meaning:
- Z-line and a rough rule of thirds can be applied to its composition.
- Bright, primary colours connote the positive associations.
- heading, subheadings and slogans are written in *sans-serif, connoting** an informal mode of address
- the comic strip style image in the bottom right hand corner with two women ‘talking’ about the product using informal lexis (‘sudsing whizz’)
- ‘technical’ details of the product are written in a serif font, connoting the more ‘serious’ or ‘factual’ information that ‘1,2,3’ bullet point list includes
Consider the theory of semiotics by Roland Barthes.
- suspense is created through the enigma of “what women want” (Barthes’ Hermeneutic Code) and emphasised by the tension building use of multiple exclamation marks (barthes proairetric code)
- barthes semantic code could be applied to the use of hearts above the main image. The hearts and the woman’s gesture codes have connotations of love and relationships. It’s connoted that this is “what women want”
- hyperbole and superlatives “worlds cleanest wash!” As well as fripling are used to oppose the connoted superior cleaning power of tide to its competitors. This symbolic code was clearly successful as procter and gamble’s competitor products were rapidly overtaken. Making tide the brand leader by the mid 1950s.
Consider the theory of structuralism by Claude Levi Strauss.
- the latter point above links to Levi Strauss’s theory where texts are created through the use of binary opposition and meaning is made by the audience understanding these conflicts.
- “tide gets clothes cleaner than any other washday product you can buy” and “there’s nothing like Procter and gamble’s tide” reinforces the conceptual binary opposition between tide and it’s commercial rivals.
- “unlike soap” gets laundry “whiter than any soap or washing product known” and is “truly safe” - connotes that other, inferior products do not offer what tides does.
Interesting inter texts to consider would be some adverts like..?
“Woman’s land army”
J.Howard Miller’s ‘Rosie The Riveter - We can do it!” Advert. (For he war production co ordinating committee).
How can you apply Stuart halls theory of representation in tide?
The images of domesticity form the “shared conceptual road map” that gives meaning to the “world” of the advert.
How can you apply David gauntletts theory of identity to tide?
Women represented in the advert act as role models of domestic perfection that the audience may want to construct their own sense of identity against.
How can you apply loaner van zoonens feminist theory to tide?
While their role socially and politically may have changed in the war years the advert contradicts this theory that the media contributes to social change by representing women in non traditional roles and using non sexist language.
How can you link bell hooks theory to tide?
Lighter skinned women are more appealing to a western audience as the ideal woman.
Domestic products were aimed at who after the war?
Despite women having their roles change in society during the war domestic products of the 1950s continued to be aimed at female audiences.
Who were the target audience for these new products?
Lower to middle class women
The women who are the target audience are more likely to be ?
Newly married and with young families
The preferred reading of the advert reassures _______ ______ is that despite being a new product, tide provides solutions to the audiences domestic chores needs
Lexical fields.
How can you link Stuart halls reception theory to tide?
The indirect mode of address made by the woman in the main image connotes that her relationship w the product is of prime importance. This is hegemonic encoding according to hall.
What are the direct modes of address in tide?
The top right and bottom left hand corner link to the imperative “remember!” And the use of personal pronouns.
How can you apply cultivation Theory by George gerbner?
The tide advert aims to cultivate the idea that this is the brand leader and nothing is as good as tide.
Advertising was mainly developed in 1950s and this theory was created in 1970s which can show how audiences may been more influenced by media texts such as adverts.
