Tide Print Advert
Tide print advert
Technical codes
The mode of address is very direct to its audience who are women from the use of the graphics on the advert such as the repetition of the word women. The lighting and colour used on the advert are bright and bold which could symbolise the effect of the product because it was made to help all housewives across America.
The key words are highlighted in red to show the unique selling point of the product which is ‘Tide gets the washing cleaner, whiter and brighter.
The 50’s was the decade that came after World War 2 and with the invention of a washing power, meant that housewives could save time washing clothing by adding the powder to the washing machine rather than handwashing the product.
The expression on the woman’s face makes her seem happy, which shows the effect the product has had on her and that it is a must-have product for all women.
The colours used in the advert are also found on the American flag which shows the origin of the product and who are most likely to use it.
It also reflects the ‘American Dream’, in terms of women using this product can be less stressed when doing the housework and live the lifestyle of a housewife from a middle class background.
History and Context
The 1950’s was decade which saw many changes, for example, the ‘consumer boom’ which was a period in the 50’s where the latest technology and goods in demand by many consumers, housewife technology such as washing machines, vacuum cleaners and fridge-freezers, and the creation of the ‘American Dream’ which was the idea that every American can have equal chances to achieve their aspirations.
After the war, America saw a rise in the wealth they already had because they were the one of the countries who were not affected by the war, however, they received quite a lot of evacuees from Britain and other countries who were affected by the war. With these new citizens, this meant that more money was coming into their economy.
Women later on, became represented as housewives in almost every area of the media, for example in advertisements for new products for the home.
This was because the men came back from the war and returned to their duties that the women took over such as working in the factories or being bus drivers and the women had to look after the home and the family whilst the man was away at work.
Theory
A theory which can be applied to this advert is Stuart Hall’s reception theory.
Some of the consumers may have at the time might’ve had a negotiated opinion with the company who produced Tide whereby the slightly agree with the effects of the use of Tide.
Other consumers could’ve had a preferred or dominant reading, where they agree with the message the company have put out about it and how it will totally change their life.
In, the 21st century, women or other members of the audience may not agree with how this advert is constructed and may have an oppositional view, since, the attitude of society has changed, especially towards women, which allow women to have equal opportunities as men.
Technical codes
The mode of address is very direct to its audience who are women from the use of the graphics on the advert such as the repetition of the word women. The lighting and colour used on the advert are bright and bold which could symbolise the effect of the product because it was made to help all housewives across America.
The key words are highlighted in red to show the unique selling point of the product which is ‘Tide gets the washing cleaner, whiter and brighter.
The 50’s was the decade that came after World War 2 and with the invention of a washing power, meant that housewives could save time washing clothing by adding the powder to the washing machine rather than handwashing the product.
The expression on the woman’s face makes her seem happy, which shows the effect the product has had on her and that it is a must-have product for all women.
The colours used in the advert are also found on the American flag which shows the origin of the product and who are most likely to use it.
It also reflects the ‘American Dream’, in terms of women using this product can be less stressed when doing the housework and live the lifestyle of a housewife from a middle class background.
History and Context
The 1950’s was decade which saw many changes, for example, the ‘consumer boom’ which was a period in the 50’s where the latest technology and goods in demand by many consumers, housewife technology such as washing machines, vacuum cleaners and fridge-freezers, and the creation of the ‘American Dream’ which was the idea that every American can have equal chances to achieve their aspirations.
After the war, America saw a rise in the wealth they already had because they were the one of the countries who were not affected by the war, however, they received quite a lot of evacuees from Britain and other countries who were affected by the war. With these new citizens, this meant that more money was coming into their economy.
Women later on, became represented as housewives in almost every area of the media, for example in advertisements for new products for the home.
This was because the men came back from the war and returned to their duties that the women took over such as working in the factories or being bus drivers and the women had to look after the home and the family whilst the man was away at work.
Theory
A theory which can be applied to this advert is Stuart Hall’s reception theory.
Some of the consumers may have at the time might’ve had a negotiated opinion with the company who produced Tide whereby the slightly agree with the effects of the use of Tide.
Other consumers could’ve had a preferred or dominant reading, where they agree with the message the company have put out about it and how it will totally change their life.
In, the 21st century, women or other members of the audience may not agree with how this advert is constructed and may have an oppositional view, since, the attitude of society has changed, especially towards women, which allow women to have equal opportunities as men.
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