Tide

Product context

• Procter & Gamble launched Tide in 1946 and quickly became brand leader in America.
• DMB&B (advertising agency which handled P&G’s accounts) used print & radio 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.

Historical and Cultural Context context in relation to media language

Print advert from the 1950’s conventionally used more copy than we’re used to seeing today. With development and many ‘new’ brands and products entering markets. Potential customers typically needed more information about them than the modern audience, so companies used more advertising, marketing and branding. However, conventions of print-based advertising are recognisable in this text. Representations of women-

• Bright primary colours connote the positive associations that the audience would have with the product
• Headings, sub-headings and slogans are written in a sans-serif font, connoting an informal mode of address.
• Reinforced with the comic strip style image in the bottom right-hand corner with two women ‘talking’ about the product using an informal lexis.

Historical Context in relation to audience

The advert reflected historical attitudes and beliefs which seem outdated. In the post-war boom of the 1950’s (particularly in America) new technologies developed and became desirable products and the status related to the American Dream. These products tended to be advertised in slots in American domestic melodramas watched by women.

Post WWII included the rapid development of new technology for the home, designed in order to make domestic chores easier. Vacuum cleaners, microwaves, ovens & washing machines all became desirable product of the 1950’s consumer. These products link with new technologies also developed during this time (e.g. washing power)

Social and Political Context in relation to representation

Interexts to consider would be the WWII adverts “Rosie The Riveter- We Can Do It!” advert for the War Production Co-Ordinating Committee.

The representation in these adverts challenge stereotypical views of women being confined in the domestic atmosphere. Traditional ‘male roles’ were vacated as men left to fight.

In the 1950’s, while men were being targeted for the post-war boom in America’s car industry, women were the market for the technologies and products being developed for the home. These stereotypical representations of domestic perfection became more linked to a modern need for speed.

Dress code of the advert’s female main character include a stereotypical 1950’s hairstyle. The fashion for women with short hair had a practical use as longer hair was considered hazardous for women.

Social and Cultural context in relation to audience

Once the war was over, women returned to mainly domestic roles, as a result- cleaning and other domestic products were still largely targeted at women.

Rationing ended in 1954, and as a result the post-war economy rebounded. Inflation was low giving most people a more disposable income, which through advertising were encouraged to spend on more consumable products (washing machines & steam irons). These sales of these products increased by 70% in the 1950’s – aided by advertising. The ‘boom’ of purchasing was also aided by the arrival of commercial television in the 1950’s, therefore increasing platforms for advertising and reaching audiences.