Tide advert lesson

Z-line-  the way you read a text from top left to bottom right. Eyes are tracing a Z to get all the important information. 


Rule of thirds- where the subject is placed. Image is split into 3by3. You shouldn't just bunch things together. Lining things up. 


Headings and subheadings- The big words at the top of the page showing what the advert is about. Subheadings are not as big and you skim over.


Serif font- The font of which the words in the advert. got something sans serif hasn't got. Feet of letters.


Sans-serif font- sans serif could be used for a less educated people and younger people to make it easier to read. 


Lexis- Language which is used, the choice of language used.


Mode of address- the mode of address is the way the advert speaks to its audience

Tide print avert (1950s)

My first impressions is that this is a very stereotypical advert of how women were viewed back in the 1950s as this advert may be suggesting that women were cleaners and belonged doing housework. women are portrayed as housewives and that washing is a women job.

The women is holding on to the product as if she needs it. She could possibly be relying on the soap as if it was a man. 

The product is very bright which could mean that this product will bright up your day. Also the colours could be seen as girl colours as women were associated with these kinds of colours.

This compared to modern day adverts is that the tide advert is very simple. This advert has a lot of text compared to modern adverts. 

The cartoons could also make it appeal to a younger audience.

Tide is an american advert and was launched in 1946 by Procter and Gamble. it was the brand leader and is a position it still holds today.  

The Darcy masuis benton and bowles advertising agency handled P&Gs accounts throughout 1950s. The women is called housewife. Customers loved and adored Tide. 

What is the context of the advert Tide?

The font of the advert is in sans-serif so the advert could be trying to aim to a more working class audience and also the advert makes has the main point in big bold red font and then the rest you kind of just skim over. 

Proiaretic code could suggest that she is going to use this product but also they could use that she is fallen in love with it. 

The symbolic use of red could be seen as sexual colour and shows the use of the red could be trying to say that women are used for mens sexual desires and cleaning. 

The close up of the women which could indicate she is the main character of the advert story and could make her seem like a product as well which could make her feel like an object.  

Symbolic code of white is innocence and purity. The z-line makes you skim over the boring stuff so you can get the main point of the story from the images. 

The connotations of the make up shows that she is being made to look pretty and that Tide is a great experience and that it is worth putting make up on for as it makes you feel better. This could also being suggesting that women need to wear makeup.

The Mode of Address and Lexis

The target audience of the Tide advert are women and they may feel spoken down to as they are referred to as 'you women' which may make the women feel they are being told about how they do things. 

Tide may be stating the obvious and may feel patronising for the women as it is a direct mode of address. This may not put off as they are being told how to do things and may make them feel like that Tide is got it all under control. The advert assumes power over women and a great sense of authority in a way that suggests they need to stay in their place. 

They are saying their product is the best and if you are not using Tide the you are stupid. 

The word 'whizz' could be put in the advert to make people feel like they are like the women in advert as they would've probably used these sorts of words. 

'Its a miracle- this is hyperbole, the word miracle could be seen as going to far as they are comparing stain removal to actual miracles. 'Whitest' suggests purity and the best over anything else and that white is the best colour. This could have racial connotations as trying to say white people are the best. 

Ideology of the advert- the advert is presenting the housewife as loving to clean the house and also want to clean whilst at home. It should be women that are doing the cleaning as there are no men shown in the advert, the idea of a man cleaning is not even entertained the thought of it.