Context of the Tide Advert:
- Tide is a brand of laundry detergent, it cleans clothes. The detergent is heavy duty, so therefore it is strong and could be considered as dangerous
- It was introduced in 1947 and became the brand leader. It was the best selling and the best recognised brand at the time.
- In America it is still the brand leader, but their marketing strategies have changed and developed differently than before
- The advert we are studying was made by 'The D'Arcy Masius Benton and Bowles advertising agency. (DMB&B)
- It's campaigns
- Tide is a brand of laundry detergent, it cleans clothes. The detergent is heavy duty, so therefore it is strong and could be considered as dangerous
- It was introduced in 1947 and became the brand leader. It was the best selling and the best recognised brand at the time.
- In America it is still the brand leader, but their marketing strategies have changed and developed differently than before
- The advert we are studying was made by 'The D'Arcy Masius Benton and Bowles advertising agency. (DMB&B)
- It's campaigns
Analysis
- If you buy Tide, then you will live a happy lifestyle
- Bright colours connote the idea of a happy lifestyle, the main colour are red, white and blue. These colours represent the America flag. It's patriotic. Shows that's the ideal American lifestyle.
- The word 'Tide' is repeated multiple time, consistent capital letters and constant use of exclamation marks. The word 'TIDE' is almost always in red, making it stand out. It's obsessed with itself as a brand.
- The character has the stereo-typical visuals of a housewife. Through her actions, we can similarly tell that she is a housewife - the washing.
- This advert is saying that women should be cleaning. This is presenting a very straight-forward stereotype. The cleaning and house maintenance aspect.
- This advert is completely dominated by pictures, the target audience is assumed to have a lower level of education, due to the lesser textual content over visual.
- It is completely stereotyping a woman's intelligence
Definitions
Mode of address - The way the target audience are spoken to by a media product.
Lexis - The informal/formal TYPE language used by an advert.
Anchorage - The way the meaning of a media product is fixed by elements of media language
Ideas
'You Women' is direct address to the target audience, so it makes the advert seem more condescending. It excludes all men, and makes assumptions about men and women's roles in society. Men should be working in jobs, and women should be a housewife. Women do the washing, men do not. 'You women' generalises them and makes them all seem the same
'TIDE' is in capital letters in the slogan, bringing our attention to it. The colour red also uses the brand colours, so it helps to familiarise readers with the brand image
'Tides got what women want'. 'TIDES GOT', brings in this lifestyle aspect and makes women feel as if they're lacking this perfect lifestyle, so therefore the only way to feel satisfied is to go out and buy it.
The exclamation mark after 'WANT!', shows excitement and brilliance of the product. It could also suggest an urgency to buy Tide
The connotation of red is brash - it's loud.
The colour red encodes empowerment, and shows women to be stronger than they were stereotyped to be at that time period. This is reinforced by the bold, sans-serif font. It's informal, yet shouting and confident, with power. The letters look handwritten, and looks like a handprinted sign, giving connotations of informality.
The composition of the 'Tides Got What Women Want' line is not neat and looks untidy.
It's making an assumption that the female target audience do not know what they are doing.
She looks excessively happy in the advert.
The costume of the woman is bland, but incorporates the brand colours. She is dressed in a very stereotypical fifties fashion. Her hair and makeup is excessive. She's looking good, glamourising washing. It suggests she is the man's trophy as she looks attractive for him. This reinforces that she is essentially there to look attractive
Suds overspilling the machine suggests that Tide is an effective brand, and it's value for money because you get a lot for what you pay for. The mise-en-scene symbolises the effect of the product.
Rule of three 'NO's highlight a negative view on other brands, reinforcing the aggressive tone of the advert.
Repetition of the word 'TIDE' increases brand recognition.
ONLY TIDE DOES ALL THREE
- Superlatives, show the extreme goodness of the product
- 'Yes' confirms any audience rhetorical questions
- 'Words cleanest wash', uses hyperbole language to go over the top.
'Its a miracle', further hyperbole
- singles out brand
- Compares the whiteness to a 'miracle' expressing it's amazing qualities, as miracles are usually associated with events which shouldn't happen in normal world.
- Only Tide Does All Three singles out Tide as a great product.
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