12049284
Description
Mind Map by Jay Battersby, updated more than 1 year ago
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Created by Jay Battersby
about 6 years ago
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Tide
- Product context
- Procter and Gamble
launched Tide in 1946 and
quickly became a brand
leader in America
- DMB&B (The D'Arcy Masius Benton and
Bowles) handles Procter and Gambles
accounts throughout the 1950s
- DMB&B used print and radio advertising
campaigns in order to build audience
familiarity with the brand
- Both media forms used the "housewife"
character and the ideology that its
customers loved and adored Tide
- Procter and Gamble
launched Tide in 1946 and
quickly became a brand
leader in America
- Media language
- Historic context
- The post-WW2 consumer boom of the
1950s included the rapid development of
new technologies for the home
- Vacuum cleaners, fridge freezers,
microwave ovens and washing
machines all became desirable
products in the 1950s
- The post-WW2 consumer boom of the
1950s included the rapid development of
new technologies for the home
- Cultural context
- Print adverts from the 1950s
conventionally used more copy
than we're used to seeing today
- Print adverts from the 1950s
conventionally used more copy
than we're used to seeing today
- Theorists
- Roland Barthes
- semiotics
- The use of hearts above the main
image and the woman's gesture
codes have connotations of love
and relationship
- Hyperbole and superlatives, "miracle",
"worlds cleanest wash", "worlds whitest
wash" are used to oppose the connoted
superior cleaning power of Tide to its
competitors
- The use of hearts above the main
image and the woman's gesture
codes have connotations of love
and relationship
- Claude-Levi Strauss -
Structuralism
- "Tide gets clothes cleaner than any
other washday product you can buy!"
reinforces the binary opposition
between Tide and its commercial rivals
- "Tide gets clothes cleaner than any
other washday product you can buy!"
reinforces the binary opposition
between Tide and its commercial rivals
- Stuart Hall -
representations theory
- The images of the two women
hanging the laundry represents
audiences lives and lifestyles at
the time
- The images of the two women
hanging the laundry represents
audiences lives and lifestyles at
the time
- David Gauntlett -
Theories of identity
- Women represented in the in
the advert act as role models of
domestic perfection that the
audience may want to compare
themselves against
- Women represented in the in
the advert act as role models of
domestic perfection that the
audience may want to compare
themselves against
- Roland Barthes
- semiotics
- Historic context
- Representation
- The dress code of the
adverts main female
characters include a
stereotypical 1950s
hairstyle
- The fashion for women
having shorter hair had a
practical catalyst as long hair
was dangerous for women
working with machinery on
farms
- The headband or scarf worn
by the woman also links to the
practicality of the dress code
for women
- 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
- The dress code of the
adverts main female
characters include a
stereotypical 1950s
hairstyle
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