Tide
Product Context
- Historical: 1950s - Post-war consumer boom. New technologies Designed to make domestic chores easier with washing machines - needed washing powder.
- Product Context: Made by Proctor and Gamble 1946. The brand leader at the time. Made by the advertising agency DMB&B. Used 'Good Housewife' character who was 'loved' and 'adored'.
- The ideology behind the advert could not be applied to the modern day. The attitudes and beliefs of the 1950s are not representative of the 21st century. The new technologies at the time helped ‘repurpose’ women after the war. And this became important symbolism for the American Dream that many households in America aspired to.
Comparative Study Texts
- WW2 adverts for the 'Woman's Land Army' and J Howard Miller's 'Rosie The Riveters- We Can Do It!' Poster.
Media Language
- Media text in 1950s, early consumer era. Sans-serif font, for headlines, subheadings connotes informal mode of address. Serif font for 'technical' details connotes more 'serious' factual information.
- Compositions: Rule of thirds, leading to a cartoon panel at the bottom of the advertisement with users discussing the product with informal lexis. Bright primary colours connote intended positive associations with the product.
- Enigma Code: Suspense is created through enigma of the 'What Women Want!'
- Action Code: Anticipation created through the explanation mark.
- Semantic Code: Connotations of love, relationships in images of hearts.
- Gesture Code: Woman hugging the product associating the product with domestic and romantic happiness.
- Symbolic Code: Hyperbole, Superlatives, Tripling in copy connotes Tide's superior cleaning power.
- Woman: White-Clean (bright) connote how good the product is and glamour and beauty of the attractive model suggest Tide makes work easier. She is depicted in love with the product connotes from facial expressions and gestures.
- Gauntlett: Pick and Mix - Be like the good glamorous housewife by buying the product. Female aspirational role model. 1950s women might want to be like.
- Van Zoonen: Men and Women are represented differently - They are represented differently... Woman is hugging the product.
- Hall: Encoding and Decoding (Stereotypes) - 'Good Housewife'.
- Hooks: White people are the only ones represented. This feeds into the white privilege. Without black people being represented,, it shows the injustice and discrimination in the 1950s.
- Gilroy: White people are the only ones represented. This feeds into the white privilege. Without black people being represented,, it shows the injustice and discrimination in the 1950s.
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