Tide

Question 1

Industry

Answer 1

• 1946

- Proctor and Gamble, explictly referred as customers had confidence

Question 2

Context

Answer 2

• post war boom, technological advancements of washing machines, and other domestic appliances.
• men targeted by the car industry
• women were being socialised back into pre-war position, took diff role during war of working.

Question 3

Audience

Answer 3

• lower-middle class women as trying to achieve good level of domesticity and wanted these advancements
• wives and mothers as shown in the cartoon
• glamour did not reflect reality but was aspirational

Question 4

ML: ‘Tide’

Answer 4

• repeated 13x throughout advert, reinforces brand identity and confidence in the consumer

House style:

• red connotes love, compassion and admiration
• blue connotes masculine traits such as strength and power, additionally trust and loyalty.
• ‘copy’ technique used at the time

Question 5

ML: Main image

Answer 5

• indirect mode of address, shows that her priority is Tide and the close, intimate bond that they have.
• holding product close to her, shows its importance and significance.
• semotics of hearts and exclamation marks
• arms wrapped around
• costume, hair, headband, dotted shirt

Question 6

ML: Rule of Thirds

Answer 6

whitest, brightens and cleanest. large and bold font, fact
tide vs others
superior
structuralism

Question 7

Van Zoonen

Answer 7

consistency in traditional gender roles and this was a typical example.

• patriachy
• hegemony, tide

Question 8

David Gauntlett

Answer 8

identity, social constructionism, aspirational, role model.

Question 9

Uses and Gratifications theory

Answer 9

audience demographic constructed through the ads use of women

can personally identify
young women, newly married with children.
ad creates these connotations