What is the key slogan that emphasizes Tide’s popularity among women?
No wonder you women buy more TIDE than any other washday product!
In what year was Tide launched by Procter & Gamble?
1946
Who was responsible for advertising Tide using print and radio?
D’Arcy Masius Benton & Bowles (DMB&B)
What historical event contributed to the rise of home technology like washing machines?
Post-WWII boom
What design element was common in 1950s print ads?
Bright primary colors, illustrations and comic strip styles
Which of Barthes’ Codes is the phrase ‘Tide’s Got What Women Want’?
Enigma
Whose theoretical perspective emphasizes binary oppositions in advertising?
Levi-Strauss
According to Hall, if an audience member aligns with the advert’s ideologies they are taking what kind of reading?
Preferred / Dominant / Hegemonic
What does Gerbner’s Cultivation Theory state about repeated messages?
They can shape the audience’s ideologies.
Fill in the blank: Tide’s superiority is emphasized through _______ oppositions.
binary
What is one characteristic of women’s representation in the 1950s ads?
Women shown in traditional roles - the ‘Housewife’ stereotype
What type of women were targeted for domestic products after WWII?
Lower-middle class women
What endorsement is mentioned as an Opinion Leader for Tide?
Good Housekeeping
What cultural ideal does bell hooks suggest is reinforced in advertising?
Western beauty ideals (white women only)
What was a common feature of fonts in 1950s print ads?
Differentiation between technical info (serif) and informal slogans (sans-serif)
The cartoon images of love hearts above the main image is an example of which of Barthes’ Codes?
Semantic
What are the three key ideologies of the Tide advert?
- Tide is the best washing powder on the market.
- Those who buy Tide love it!
- Buying Tide will make you a good housewife.
Which of the 4Cs categories has been targeted by the Tide advert?
The Mainstream & The Aspirer
Where in the advert could the Uses & Gratifications model be applied?
Personal Identification through the images and Mode of Address.
Social Interaction encouraged by the comic book panel and the cross media campaign.
Entertainment through the humour of the images.
Information about how good the product is.
