Tide

Tide

Product context
1. Procter and Gamble launched Tide in 1946 and quickly became a brand leader in America
2. DMB&B (The D'Arcy Masius Benton and Bowles) handles Procter and Gambles accounts throughout the 1950s
3. DMB&B used print and radio advertising campaigns in order to build audience familiarity with the brand
4. Both media forms used the "housewife" character and the ideology that its customers loved and adored Tide
Media language
1. Historic context
  1. The post-WW2 consumer boom of the 1950s included the rapid development of new technologies for the home
  2. Vacuum cleaners, fridge freezers, microwave ovens and washing machines all became desirable products in the 1950s
2. Cultural context
  1. Print adverts from the 1950s conventionally used more copy than we're used to seeing today
3. Theorists
  1. Roland Barthes - semiotics
    1. The use of hearts above the main image and the woman's gesture codes have connotations of love and relationship
    2. Hyperbole and superlatives, "miracle", "worlds cleanest wash", "worlds whitest wash" are used to oppose the connoted superior cleaning power of Tide to its competitors
  2. Claude-Levi Strauss - Structuralism
    1. "Tide gets clothes cleaner than any other washday product you can buy!" reinforces the binary opposition between Tide and its commercial rivals
  3. Stuart Hall - representations theory
    1. The images of the two women hanging the laundry represents audiences lives and lifestyles at the time
  4. David Gauntlett - Theories of identity
    1. Women represented in the in the advert act as role models of domestic perfection that the audience may want to compare themselves against
Representation
1. The dress code of the adverts main female characters include a stereotypical 1950s hairstyle
2. The fashion for women having shorter hair had a practical catalyst as long hair was dangerous for women working with machinery on farms
3. The headband or scarf worn by the woman also links to the practicality of the dress code for women
4. Having her hair held back connotes she's focused on her work, though this is perhaps binary opposed to the full make-up she is wearing

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	Erstellt von Jay Battersby vor mehr als 6 Jahre