Tide

Question 1

What is the product context of tide? (3)

Answer 1

• Set during post WWII consumer boom of the 50s (1)
• New domestic technology such as washing machines and vaccume
  cleaners (1)

Question 2

Whats the overall advertising of tide? (3)

Answer 2

• Appeared on radio/print/television (1)
• Soap powders heavily advertised during daytime US melodramas to
  appeal to housewives (1)
• Hence the term ‘Soap Opera’ (1)

Question 3

Typography code of tide? (3)

Answer 3

• Heading/Subheading/Slogan in sans-serif font (1)
• Informal lexis in comic strip image at bottom right ‘sudsing whizz’ (1)
• Connotes informal mode of address that mimics conversational
  tone to create a personal relationship (1)

Question 4

Colour code of tide (1)

Answer 4

• Bright primary colours connotes positive associations to the product
  (1)

Question 5

How does tide connote superior cleaning power? (2)

Answer 5

• Superlatives and hyperboles in ‘Worlds whitest wash’ (1)
• Tripling of ‘any other’ (1)

Question 6

How does tide construct representations of gender? (3)

Answer 6

• Dress code of stereotypical hairstyle such as curls made popular by
  film star Veronica Lake (1)
• Short hair links to mainstream woman as was required when
  working machinery post war (1)
• Headband binary opposed womanly makeup (1)