Tide: Social Context

Question 1

Womens roles after the war

Tide

Answer 1

• Despite women having seen their roles in society change during the War (where they were needed in medical, military support and other roles outside of the home) domestic products of the 1950s continued to be aimed at female audiences.

Question 2

Target audience context

Tide

Answer 2

• The likely target audience of increasingly affluent lower-middle class women were, at this point in the 1950s, being appealed to because of their supposed need for innovative domestic technologies and products.
• The increasing popularity of supermarkets stocking a wider range of products in the 1950s led to an increased focus by corporations on brands and their unique selling points.

Rise of consumerism, capitalism, post war economic boom.

Question 3

Intertexts for Tide

Answer 3

• WWII adverts
• ‘Women’s Land Army’
• J. Howard Miller’s ‘Rosie The Riveter – We Can Do It!’ advert for the War Production Co-Ordinating Committee.

Question 4

The Nuclear Family

Answer 4

• Stereotypical idealised family which consists of aFather, Mothers, Sons and/or Daughters.
• The suburbs became an increasingly more popular as the baby boom soared over America; prompting more and more families to move tothese suburbs.
• Affordable housing caused a great increase in the population in the suburbs. The addition of shopping centres and fast-food restaurants added to the ease of living in the suburbs and further increased its popularity. -> Mass marketing birthed the world of Advertising and idealisation of Capitalist and consumerist lifestyles.