TIDE ml

Question 1

context

Answer 1

• CUL code of ‘AMERICAN DREAM’- desired product + lifestyle
• launched 1946 by PROCTER & GAMBLE- written code “PROCTER & GAMBLE’S TIDE” CUL code to brand leader in America, creating brand appeal (promotes ACTION (AIDA) for aud to buy Tide product)

Question 2

NEALE’S GENRE THEORY

Answer 2

conventional of adverts in 50s to have more written copy than contemporary adverts (Neale)- these were new products/ technologies so needed more info on them
also conventional painted style (SYM) of era

Question 3

tagline

Answer 3

“TIDES GOT WHAT WOMEN WANT”
- conventional element of print adverts (Neale)
- HER code- what have Tide got?
- connotes that it is a very DESIRABLE PRODUCT
- RED COLOUR CODE- catches ATTENTION (AIDA)

Question 4

fonts

Answer 4

SANS-SERIF font- connotes INFORMAL MOA
reinforced by SYM code COMIC STRIP + use informal written codes e.g. “SUDSING WHIZZ”

Question 5

colour code of background

Answer 5

WHTE COLOUR CODE
connotes cleanliness
- MYTH (BARTHES) that Tide is best cleaning product- unmatched

Question 6

what MYTH (BARTHES) is constructed around gender?

Answer 6

that women should be DOMESTIC/ within DOMESTIC SPHERE

Question 7

how is myth of gender constructed?

Answer 7

• tagline “TIDES GOT WHAT WOMEN WANT”- connotes that women desire cleaning products
• anchored by PRO code woman hugging Tide product + SYM code love hearts- connotes that she loves Tide
• constructs CUL code to stereotypical HOUSEWIFE of the era (1950s)
• dress code: polka dot dress, apron

this myth is a CUL code to the ongoing RAVANCHIST MOVEMENT at the time (reflects patriarchal ideologies)

Question 8

what MYTH (BARTHES) is NATURALISED around Tide?

Answer 8

that Tide is the BEST CLEANING PRODUCT and is LOVED and DESIRED
- written codes: “cleanest”, “whitest”, “brightest” connote Tide is UNMATCHED
- BINARY OPPOSITION (STRAUSS) constructed between Tide and other products- connotations of SUPERIORITY