Product made by
Company called Procter + Gamble
When
1950s
Made by
D’Arcy, Masius Benton + Bowles
Campaign
Print + radio
Main image portrayed
Housewife character
1930s
Traditional gender roles
Patriarchal society
Women = controllable, submissive, presentable, clean, objectified
WW2 1939 - 1945
Less men - woman became essential to society
Over 6mil women have war jobs
Women payed less than men doing same job
13mil have jobs
End of WW2
3/4 women don’t want to give up jobs - many fired
3mil women left work in a year
1950s trying to revert back to 1930s style
Media used to cultivate women back into the home
Poster points
Hugging box
Looks as if to kiss it
Feels safe + comfortable
Gesture codes
Poster points
Looking up to tide box
Idolises it
Layout + design
Poster points
Iconographics
Makeup
Reflects women’s typical gender roles
Poster points
Red
Polysemic sign
Anchorage love hearts
Signifies love
Poster points
Patriotic ideology/ semiology
Red white blue
Patriotic - revert back to 1930s America
Branding clean women
Poster points
Cell shaded image
Idealised housewife stereotype
Poster points
Clothes
Men symbolically annihilated - domestically
Poster points
Key things
Seal of quality from good house keeping
Appeals to mainstreamers
Poster points
Title/slogan
Signifies women only purpose/goal in life is to clean
Typography - San serifonts - fun
Direct mode of address + alliteration
