Question 1

Who and when was Tide founded and what has happened since?

Accepted Answer

Procter & Gamble launched Tide in 1946 and it quickly became the brand leader in America, a position it maintains today.

Question 2

Who handled P&G's accounts throughout the 1950s?

Accepted Answer

The D'Arcy Masius Benton & Bowles (DMB&B) advertising agency

Question 3

What is unique about DMB&B?

Accepted Answer

DMB&B used print and radio advertising campaigns concurrently in order to quickly build audience familiarity with the brand. Both media forms used the "housewife" character and the ideology that its customers "loved" and "adored" Tide.

Question 4

What did the post ww2 1950's see?

Accepted Answer

The post-WWII consumer boom of the 1950s included the rapid development of new technologies for the home, designed to make domestic chores easier. Vacuum cleaners, fridge-freezers, microwave ovens and washing machines all become desirable products for the 1950s consumer. Products linked to these new technologies also developed during this time, for example, washing powder.

Question 5

Why was 'print' used?

Accepted Answer

Consumer culture was in its early stages of development and, with so many 'new' brands and products entering markets, potential customers typically needed more information about them than a modern audience, more used to advertising, marketing and branding, might need.

Question 6

What media language can be found on the product?

Accepted Answer

Z line and rough rule of thirds for composition; bright primary colours connoting positive associations with producers; headings, subheadings and slogans in SANS SERIF font, connoting informal modes of address. Technical details written in SERIF font.

Question 7

How does Barthes Semiotics theory apply?

Accepted Answer

Suspense created through the enigma of 'what women want' and emphasised by exclamation marks

Question 8

What about Barthes Semantic code?

Accepted Answer

Use of hearts above the main image, the women's gesture codes all have connotations of love and relationships.

Question 9

Barthes symbolic code?

Accepted Answer

Hyperbole and superlatives "World's cleanest Wash; Miracle" and tripling "No other". Clearly made the product successful as P&G's competitors were rapidly overtaken

Question 10

What is Levi Strauss' structuralism theory?

Accepted Answer

Texts are constructed through the use of binary oppositions, and meaning is made by audiences understanding these conflicts.

Question 11

How does it apply to Tide?

Accepted Answer

In this text, "Tide gets clothes cleaner than any other washday product you can buy!" and "There's nothing like Procter and Gamble's Tide", reinforces the conceptual binary opposition between Tide and its commercial rivals.

Question 12

See image

Accepted Answer

It's also "unlike soap," gets laundry "whiter... than any soap or washing product known" and is "truly safe" - all of which connotes that other, inferior products do not offer what Tide does.

Question 13

how are representations constructed through processes of selection and combination?

Accepted Answer

The dress code of the advert's main female character include a stereotypical 1950s hairstyle incorporating waves, curls and rolls made fashionable by contemporary film stars such as Veronica Lake, Betty Grable and Rita Hayworth

Question 14

CULTURAL/ECONOMIC CONTEXT

Accepted Answer

-more written copy than today's adverts -new trends and products; consumers needed more information and detail -reflects early days of 'consumer culture'

Question 15

SOCIAL/POLITICAL CONTEXT

Accepted Answer

-reinforces female stereotype of 'housewife' -women's role in society -targeting affluent middle-class white women

Question 16

HISTORICAL CONTEXT

Accepted Answer

-birth of consumer boom of post-war 1950s -rapid development of new domestic technologies -placed in concept of the 'American Dream'

Question 17

PRODUCT CONTEXT -

Accepted Answer

Procter and gamble launched Tide in 1946 and it quickly became the brand leader in America, even today

Question 18

PRODUCT CONTEXT

Accepted Answer

-the D'Arcy Masius Benton and Bowles (DMBB) advertising agency handled P&G's accounts throughout the 1950s -campaign referred explicitly to P&G due to market research illustrating the trust of consumers in high levels (to the company)

Question 19

PRODUCT CONTEXT -

Accepted Answer

DMB&B used print and redo advertising campaigns concurrently to build audience familiarity with the brand -Both media forms used 'housewife' character and ideology that its consumer 'loved' and 'adored' Tide -'housewife' character was used through multiple Tide advertising campaigns

Question 20

Stuart Hall

Accepted Answer

1. Preferred- traditional and older women who follow the expectations of the patriarchy and achieve domestic bliss.2. Negotiated- Tide is a trusted and recognisable brand owned by P&G.3. Oppositional- those who have experienced economic independence and are reluctant to be housewives again.

Question 21

George Gerber's Cultivation Theory

Accepted Answer

Men feared that women were becoming more active and powerful through economic independence so 'Tide' is deliberately aimed at the female demographic to make them feel scared into challenging the patriarchy.

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