Tide

Question 1

Tide- Introduction

Answer 1

Laundry Detergent for washing machines (1946)
Created by Procter & Gamble
Ideology - be the brand leader, stereotypical femininity (stay at home and took pride in domestic duties)

Question 2

Tide - Context

Answer 2

Increase in employment after WW2 - more disposable income
Consumer boom in 50s, washing machines were must haves
American Dream
Women didn’t work- they were housewives and stayed within their domestic sphere
Women aimed to achieve domestic perfection

Question 3

Tide - What is the American Dream? (context)

Answer 3

“Anyone no matter of their race, gender or class could achieve their own version of success and upward mobility is possible for everyone”

Question 4

Tide - Analysis (woman)

Answer 4

• medium close up of woman
  Happy facial expression- happy with the product
  Embracing product - she loves to use it and craves affection (if she achieves domestic perfection her husband will giver her affection)
• confined to domestic sphere, working within the home e.g. chores, cooking, cleaning etc…
• the women and tide reinforce the idea of the traditional representation of femininity

Question 5

Tide - Analysis (visual codes and iconographies)

Answer 5

• linen baskets and washing lines convey the domesticated role expected of women in the 50s
• they stayed at home completing chores like cooking and cleaning
• short hair on the women represents the style of the era as it was practical and less hazardous

Question 6

Theory of Identity

Answer 6

David Gauntlett
- audience use tools from role models in the media to construct their own identity
- the women in the advert act as role models as they construct a representation of domestic perfection, what housewifes in the 50s would have been striving for
- they demonstrate traditional femininity