Why might the phrase ‘Tide’s got what you women want’ be considered controversial today?
It assumes a universal desire for household products among women
What message about consumer culture is conveyed through this media text (tide) ?
It suggests that purchasing Tide is a way for women to fulfil their domestic roles
What role does the visual imagery play in the advertisement? (tide)
reinforces the idea that Tide is essential for a happy and conformist existence
Which target audience is the focus of the 1955 media text? (Tide)
Married women aspiring to be mainstreamers
Which technique is used in the 1955 media text to appeal to its audience? (Tide)
Use of idealised feminity images and domestic settings
What does the advertisement reveal about gender stereotypes of the 1950s?
reinforces the stereotype that women are primarily responsible for household chores
How does the media text reflect the societal values of the 1950s?
It reinforces traditional gender roles and domesticity
What does the phrase ‘what you women want’ suggest about the marketing approach of the text?
It reinforces patriarchal authority for women’s desires and needs in their household roles
What is the primary focus of the media text ‘Tide’s got what you women want’ from 1955?
Tide detergent as a product that meets women’s desires
In terms of media synopticity, why is this text significant? (tide)
It exemplifies the typical advertising strategies used in the 1950s to target women
When was the tide advert released?
1950s
Who owns the Tide brand?
Proctor & Gamble
Why are the bright colours used in the tiered advert?
Red, yellow and orange grab attention
They match the tide packaging reinforcing brand identity
What was Tides main slogan?
“ Tide got what women want!”
Why is the text large and bold on the tide advert?
To attract attention and make the brand more memorable
How old is direct address used in the Tide advert?
The advert says “ you women”, directly targeting female readers
What is the Anchorage in the tide advert?
Text explaining the products benefit (eg. cleanest wash) guides the audience on how to interpret the image
What design structure is used in tide?
A Z-layout which guides the viewers eyes across the advert
What design principle is used in the Tide advert?
The golden ratio placing the product in a visually strong position
How are women represented in the tide adverb?
As house responsible for cleaning
Well presented (make-up, styled hair)
Happy doing domestic tasks
What stereotype is room force in the tide advert?
Women’s primary role is housework and caring for the home
How are men represented in the tide advert?
Men are mostly absent or passive suggesting laundry is a woman’s responsibility
Who is the target audience for the tide advert?
Housewives
Married women
Mothers
