Tide - Target Audiences

Question 1

Intro

Answer 1

• targets audiences by encoding key messages and ideologies for target audience to decode
• purpose is to target an audience into consuming what is being promoted so they take a preferred reading

Question 2

Context 1

Answer 2

• laundry detergent by Proctor&Gamble
• 1946 (first released)
• attract a middle-class, female audience who strive for efficiency in the domestic sphere
• post war economic boom created a consumer-driven culture during the 50s
• focuses on aspirational nature of the American dream, convenience and domestic efficiency

Question 3

Context 2

Answer 3

• distributed in 1950s - rise of the consumer boom
• US was economically thriving after war time austerity
• rapid development in technologies e.g. washing machines, vacuum cleaners, dishwashers etc..
• brands making products that function in conjunction with the technology

Question 4

Analysis - Language

Answer 4

• several USP’s to outshine competition
• repetitive use of language “Tide gets your clothes cleaner than any other wash day product” (brand leader)
• superlative language, “whitest, brightest”, “only tide does all three”
• target audiences desire to strive for domestic perfection
• idea that tide is the best product available on the market

Question 5

Analysis - Image

Answer 5

• vibrant colours
• medium close-up of female model embracing the iconography of the Tide box
• shows happiness and positive impact
• connects emotional satisfaction to the product
• women finding fulfilment through domesticity

Question 6

Conclusion

Answer 6

• advertising capitalised on a post-war economic boom
• targets middle-class women
• promotes domestic efficiency, product superiority and emotional satisfaction
• use of superlatives, binary oppositions and vibrant visuals
• alligned with ideals of american dream
• reinforced societal ideologies, securing consumer loyalty and market dominance