Tide Section B Audience

Question 1

Who owns Tide?

Answer 1

Ty is owned by Procter & Gamble

Question 2

Audience position

How is the audience spoken to?

Answer 2

The audience is spoken to through direct mode of address - “you women” suggest that tide comes from a male voice and set up binary oppositions between the women in the ad and the audience and the ‘ expert’ of the brand

Question 3

Audience positioning
What does the intimate proxemics and indirect familiar mode of a dress of the main image construct

Answer 3

It constructs an intradiegetic gaze of the tide character and the love of the the product. We anticipate loving the product this much.

Question 4

Audience positioning

Why does tide use a personalised brand character?

Answer 4

To speak directly to the audience with a voice of authority -for example the small character says “ remember” connoting to the audience that she has familiarity with the brand

Question 5

Audience positioning

How are the audiences invited in?

Answer 5

The audiences are invited in the club in the gnome about how to get the perfect whites. The judgement of other women leverages the anxiety of.’ esteem needs.’ - “ there’s nothing like Procter & Gamble’s tide.” “ tides a sudsing whizz even in the hardest water”

Question 6

The hegemony of consumerism
What is the primary function of advertising?

Answer 6

The primary function of advertising is to provide a wide range of consumer goods to support the free market economy

Question 7

The hegemony of consumerism

What do advertises want?

Answer 7

Advertises want us to buy things, use them further away and buy replacements in a cycle of continuous and conspicuous consumption

Question 8

The hegemony of consumerism

What does advertising become more involved in?

Answer 8

The manipulation of social values and attitude to attract customers

Question 9

Audience profile

Demographics

Answer 9

Age 20-40
Gender women
Geodemographics America 1950s
Socio economic group ABC one
Et cetera, white heteronormative

Question 10

Audience profile

Psychographics

Answer 10

VAL housewife
4 cs mainstreamers and aspires
Other consumption habits magazines, and soap operas

Question 11

Appeals and context

What was happening in 1950s in terms of economy?

Answer 11

There was a consumer boom and the American dream was normalised by over displays of consumerism

Question 12

Appeals and context

How does the advert appeal to the aspire?

Answer 12

By the washing on the line connoting that the woman is married with kids and would want the ideal home pictured in magazine such as good housekeeping

Question 13

Lines of appeal and hierarchy of needs

What does tide offer for women?

Answer 13

Tied offers a representation of domestic perfection such as domestic goddess

Question 14

Lines of appeal and hierarchy of needs

What in the tide advert meets the hierarchy of needs?

Answer 14

They repeated use of smiling facial expressions in codes the message that the audience would be happy -self improvement and pride and steam needs - and their life would be complete - self actualisation- if they use tide as shown by the happy family

Question 15

Lines of appeal and hierarchy of needs

How does the endorsement from good housekeeping magazine position tide

Answer 15

It positions tired as experts for the target audience reinforcing the repeated assertion that tide is the market leading product

Question 16

Appeals and cultivation

What is significant about the adverts use of women?

Answer 16

The use of women with whom the target audience may personally identify with - uses and gratification

Question 17

Appeals and conservation

How does Ty use common conventions of washing powder adverts?

Answer 17

The two women hanging washing on the washing lines talking to each other is a common convention

Question 18

Appeals and cultivation

How do tide make the claims for the products? Seem more credible?

Answer 18

Through making the women characters putting stuff on the washing line talk about it

Question 19

Appeals and cultivation

How does tide promote its unique selling point?

Answer 19

They use informal language or the more factual info is included in numbered points. The aim is to distinguish the tide from sudsy soap powders.

Question 20

Hall readings and Hartley and Fiske
Negotiated reading

Answer 20

The audience understand that tide is good quality and an aspirational product but may not feel represented by the ad specifically

Hartley and Fisk say that older woman may still feel the same way about the message, but they know they can’t get it because of age problems

Question 21

Hall readings and Hartley and Fiske

Oppositional readings

Answer 21

Who states audiences may actively reject the patriarchal message and may reject the need to buy branded products?

Hartley and Fisk say feminists and in the current context, see the advert as bad

Question 22

False needs

What does Theodore Adorno say about false needs and what is the cycle?

Answer 22

He states that the popular media is a producer of cultivation industry which keeps the popular culture passive preserving domination of capitalism at the expense of true happiness

The cycle is

Advertises create false needs
Mass media is standardised pleasures are loosely creating the full needs
Audiences are partitioned to desire these needs
Audience is by these products to fulfil these needs