Tide (Component 1)

Question 1

What was the target audience for
the Tide advert?

Answer 1

• Aspirers - the ideal housewife
• Women
• C2+
• Husbands - buying them for his wife

Question 2

How did advertising towards women change from the 1940s to the 1950s

Answer 2

• During the second world war women were being encouraged through advertising to leave the domestic world and join the working world (once male-dominated)

Question 3

What role did women play in industries during World War 2, and how were they encouraged to participate?

Answer 3

• In agriculture jobs the women were ploughing, milking cows, driving tractors and growing produce, encouraged to participate through the adverts made at the time (commanding words)

Question 4

Who were the Land Girls, what tasks did they perform in the agricultural industry?

Answer 4

• Land Girls were women employed by the woman’s land army. These girls were critical for increasing the country’s food production.

Question 5

How does the Tide advert reference Rosie the Riveter and how does it empower women within the domestic sphere?

Answer 5

• Intertextually references Rosie through the use of the bandana, gestural codes with the arms.
• The advert empowers women at home, encouraging them to take pride in their cleaning.

Question 6

Which psychographics will find the Tide advert appealing?

Answer 6

• Aspirers
• Mainstream

Question 7

What advertising techniques are in the Tide advert?

Answer 7

• cartoon - ideal family
• ‘tide’ - repetition
• no other “suds” will get your wash as clean as tide - weasel words
• patriotic advertising

Question 8

Where is an example of demonstrative action in the Tide advert?

Answer 8

• The women getting clothes down from the washing lines.

Question 9

Why might husbands be the target audience for the Tide advert?

Answer 9

• Husbands were often in control of wives money, therefore wives would need to convince their husbands to buy the product.

Question 10

How did the pressure to conform in the 1950s affect the American women’s lives?

Answer 10

• Led to an increased reliance on anti depressants due to social pressures to return to home life, reducing opportunities for socialization and independence

Question 11

How could elements of Hall’s reception theory be applied to the Tide advert?

Answer 11

• Dominant - People believe it will bring them closer to the American dream and husbands believe their wives will love it
• negotiated - find it demeaning but recognize the product’s quality
• oppositional - find it offensive and avoid the product

Question 12

What contextual evidence could support the use of Copy in the Tide advert?

Answer 12

• Back in the 50’s the bright colours and pictures where to get the attention of women but the copy were used to convince the men that the product was good to buy, by presenting ther with useful info through copy

Question 13

Theory of identity , david gauntett?

Answer 13

women represented as role models of domestic perfection. audience may
Construct their own identity on it.

Question 14

How is direct mode of address used to appeal the audience?

Answer 14

• Usage of direct personal pronouns, such as ‘you women’, attracts attention and feels more personal to the audience

Question 15

Why was the tide campaign successful?

Answer 15

• People started to buy it and use tide

Question 16

How is the woman presented in the tide advert the ‘perfect house-wife’?

Answer 16

• Shes shown hugging the Tide box, symbolically embracing her role in the world and her duties as a house-wife

Question 17

What advertisement technique is being used in the relation to the cartoon in the Tide advert?

Answer 17

• The use of the endorsement technique

Question 18

What historical context influence ‘the style’ and content of the tide advertisement?

Answer 18

• The style of the advert was used to encourage a woman back into the domestic field, and away from the workforce. After the war, men feared that woman would take over the workforce and there would be no more jobs for the men.

Question 19

How does the representation of women in the advert support Gauntlett’s theory of identity?

Answer 19

• Supposed to idea that old/past representation were simple more simple more stereotypical as the woman is presented in the traditional housewife role

Question 20

What media language shows feminine love?

Answer 20

• 3 hearts (pink) - semantic code of love. hints to the target audience
• hug- action code shows love towards tide product, trying to influence women - gauntlett

Question 21

How does the Tide advert target and appeal to the 1950’s female audience?

Answer 21

• The use of colour and font
• The use of visual codes e.g. clothing, gesture and expression
  -The choices in the representation of women
• Creation of narrative
• Intertextuality between the woman featured and stars of the time

Question 22

What does the Tide advert tell us about audiences of the time?

Answer 22

• link between social status and domestic cleaning products and appliances
• importances of advances in technologies for the average housewife

Question 23

What is the demographic grouping for the Tide advert?

Answer 23

• Women (housewives specifically)
• Aged 18-35
• Domestic values

Question 24

When was Tide launched?

Answer 24

1946

Question 25

Who created Tide?

Answer 25

P&G (Proctor and Gamble)

Question 26

What does the 4 Cs stand for?

Answer 26

Cross-cultural consumer characteristics

Question 27

According to Stuart Hall's theory of representation, how does the 1955 Tide advert use familiar codes and stereotypes?

Answer 27

It provides a 'conceptual road map' for the audience of the time, creating familiarity through established representations of the domestic female role.

Question 28

In the context of the 1955 Tide advert, the ideological pressure for women to conform to a domestic role was an attempt to reverse the economic independence some had gained during which period?

Answer 28

World War II.

Question 29

How does the 1955 Tide advert use intertextuality in its representation of the main female character?

Answer 29

It references the iconic 'Rosie the Riveter' propaganda image through the character's bandanna and raised-arm gesture.

Question 30

What was the primary aspiration for American women in the 1950s, as reinforced by campaigns like 'Tide's Got What Women Want'?

Answer 30

To make the home their focus and define themselves by consumerism, spending their husband's income.

Question 31

Applying Van Zoonen's feminist theory, what societal value does the 1955 Tide advert reflect regarding gender?

Answer 31

It reflects the patriarchal ideology of the 1950s, where women's roles were primarily confined to the domestic sphere.

Question 32

The historical context for the 1955 Tide advert includes a post-WWII consumer boom which saw the rapid development of new technologies for the _____.

Answer 32

home

Question 33

From the perspective of bell hooks' feminist theory, what is a key criticism of the representation in the 1955 Tide advert?

Answer 33

The complete underrepresentation of black women, reinforcing a narrow, white-centric ideal of womanhood.

Question 34

According to the source text, the 'vibrancy and excitement' of which colour is a key part of the 1955 Tide advert's visual code?

Answer 34

Red.

Question 35

Applying Stuart Hall's reception theory, why would a modern audience likely have an oppositional reading of the 1955 Tide advert?

Answer 35

Because contemporary societal values regarding gender roles have shifted significantly, leading to a rejection of the advert's patriarchal message.

Question 36

In the 1950s, women were encouraged to view work as a _____ on the way to marriage and motherhood.

Answer 36

stopgap

Question 37

Applying David Gauntlett's theory of identity, what does the 1955 Tide advert offer its target audience?

Answer 37

It provides a clear and straightforward, yet restrictive, model of identity: the ideal woman, wife, and mother.

Question 38

The DMB&B advertising agency handled all of P&G's accounts in the 1950s and used both print and _____ advertisements to build audience familiarity with Tide.

Answer 38

radio

Question 39

What social phenomenon, described as 'the problem with no name' by Betty Friedan, arose among housewives in the 1950s and 60s due to the pressures of domestic conformity?

Answer 39

A widespread sense of malaise, boredom, and lack of fulfilment, leading to increased consumption of anti-depressants.

Question 40

According to Gerbner's Cultivation Theory, what effect might the repeated patterns of ideology in 1950s domestic product adverts have on audiences?

Answer 40

They could encourage audiences to align their personal values and beliefs with the on-screen representations, normalising traditional gender roles.

Question 41

The powerful image of Rosie the Riveter was part of a campaign aimed at recruiting female workers for _____ industries during WWII.

Answer 41

defense

Question 42

The woman in the Tide advert symbolically embraces her role in the world by literally embracing a domestic product, which acts as an _____ of those values.

Answer 42

Indexical Signifier

Question 43

Which multinational consumer goods corporation, founded in 1837, launched Tide in 1946?

Answer 43

Proctor & Gamble (P&G).

Question 44

The social and political context of the 1950s saw a return to traditional values and gender roles after the upheaval of which major global event?

Answer 44

World War II.