The 1946 Tide washing powder advert perfectly captures post-World War... Show more
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30 Nov 2025
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Tide Ad Analysis: Mind Map and Breakdown
deez
@sam.lee07
1 / 3
Product Context and Representation
Procter & Gamble launched Tide in 1946, right when America was rebuilding after World War 2. The timing couldn't have been more perfect for targeting women who were expected to return to their traditional housewife roles.
Hall's representation theory shows how women are stereotyped as domesticated beings - notice how the female model lovingly hugs the cleaning product like it's her best mate! She's only shown doing household tasks like using the washing machine or hanging up clothes, reinforcing the idea that this is where women belong.
The post-war consumer boom created a growing middle class with money to spend on new products. The advertising agency DMB&B cleverly used P&G's trusted name to give Tide instant credibility - consumers knew P&G meant quality.
Gauntlett's identity theory explains how this advert told 1950s women they needed to look like the perfect "domestic goddess" - complete with done-up hair and makeup whilst doing the washing. Gilroy's postcolonial theory highlights the racist undertones, where only white women were portrayed as the ideal standard of femininity.
Key Point: This advert wasn't just selling soap - it was selling an entire lifestyle and identity that women were expected to adopt.
Audience Theories and Reception
Lazerfeld's two-step flow theory explains why the "Good Housekeeping" endorsement was so powerful - this magazine acted as an opinion leader that housewives trusted. If Good Housekeeping approved it, it must be worth buying!
Uses and gratifications theory shows how women used this advert to shape their personal identity. They saw themselves in the female model and felt they should also show the same affection towards domestic duties - basically, the advert taught them how to behave.
Hall's reception theory reveals that producers deliberately encoded the message that women should embrace domestication and femininity. Most 1950s women would have taken a preferred reading, accepting this message without question because it matched society's expectations.
However, Gerbner's cultivation theory demonstrates how repeated exposure to these patriarchal values shaped women's self-perception over time. Rigid gender roles became the norm, with women expected to be expressive nurturers whilst men took instrumental roles. Today's audiences would likely take an oppositional reading, rejecting these outdated stereotypes - though the rise of "trad wives" shows some people still buy into these ideas.
Remember: Not all 1950s women agreed with these messages - some took oppositional readings and rejected the patriarchal view entirely.
Media Language and Visual Techniques
Barthes' narrative codes create intrigue through the enigma "TIDE'S GOT WHAT WOMEN WANT!" - making you wonder what exactly makes Tide so special. This mystery encourages consumers to find out for themselves.
Strauss' binary oppositions appear in phrases like "cleaner than any other washing product" - Tide positions itself as clean whilst implying competitors are dirty. The semiotic codes are everywhere: pink hearts symbolise love and femininity, whilst the woman hugging the product shows affection.
The visual composition follows classic advertising rules - Z-line reading pattern and rule of thirds guide your eye around the advert. Typography choices matter too: sans serif fonts made 1950s audiences feel modern during the post-war industrial boom, whilst serif fonts appeared more informative and trustworthy.
Colour symbolism reinforces American patriotism through red, white and blue - crucial during the Korean War when communism felt threatening. The woman's outfit matches these patriotic colours, whilst red consistently links back to the Tide brand. Language devices like direct address ("you women"), superlatives ("cleanest", "whitest"), and hyperbole ("only Tide does all three") create powerful persuasive impact.
The comic strip format makes the advert feel informal and relatable, showing happy women doing domestic labour with genuine smiles and positive body language.
Top Tip: Notice how every visual element reinforces the same message - from colours to composition, everything works together to sell both the product and the lifestyle.
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4.9/5
App Store
4.8/5
Google Play
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
Tide Ad Analysis: Mind Map and Breakdown
deez
@sam.lee07
The 1946 Tide washing powder advert perfectly captures post-World War 2 attitudes towards women and gender roles in American society. This print advertisement uses clever media techniques and reinforces traditional stereotypes that were dominant during the consumer boom of the... Show more
Product Context and Representation
Procter & Gamble launched Tide in 1946, right when America was rebuilding after World War 2. The timing couldn't have been more perfect for targeting women who were expected to return to their traditional housewife roles.
Hall's representation theory shows how women are stereotyped as domesticated beings - notice how the female model lovingly hugs the cleaning product like it's her best mate! She's only shown doing household tasks like using the washing machine or hanging up clothes, reinforcing the idea that this is where women belong.
The post-war consumer boom created a growing middle class with money to spend on new products. The advertising agency DMB&B cleverly used P&G's trusted name to give Tide instant credibility - consumers knew P&G meant quality.
Gauntlett's identity theory explains how this advert told 1950s women they needed to look like the perfect "domestic goddess" - complete with done-up hair and makeup whilst doing the washing. Gilroy's postcolonial theory highlights the racist undertones, where only white women were portrayed as the ideal standard of femininity.
Key Point: This advert wasn't just selling soap - it was selling an entire lifestyle and identity that women were expected to adopt.
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Audience Theories and Reception
Lazerfeld's two-step flow theory explains why the "Good Housekeeping" endorsement was so powerful - this magazine acted as an opinion leader that housewives trusted. If Good Housekeeping approved it, it must be worth buying!
Uses and gratifications theory shows how women used this advert to shape their personal identity. They saw themselves in the female model and felt they should also show the same affection towards domestic duties - basically, the advert taught them how to behave.
Hall's reception theory reveals that producers deliberately encoded the message that women should embrace domestication and femininity. Most 1950s women would have taken a preferred reading, accepting this message without question because it matched society's expectations.
However, Gerbner's cultivation theory demonstrates how repeated exposure to these patriarchal values shaped women's self-perception over time. Rigid gender roles became the norm, with women expected to be expressive nurturers whilst men took instrumental roles. Today's audiences would likely take an oppositional reading, rejecting these outdated stereotypes - though the rise of "trad wives" shows some people still buy into these ideas.
Remember: Not all 1950s women agreed with these messages - some took oppositional readings and rejected the patriarchal view entirely.
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Media Language and Visual Techniques
Barthes' narrative codes create intrigue through the enigma "TIDE'S GOT WHAT WOMEN WANT!" - making you wonder what exactly makes Tide so special. This mystery encourages consumers to find out for themselves.
Strauss' binary oppositions appear in phrases like "cleaner than any other washing product" - Tide positions itself as clean whilst implying competitors are dirty. The semiotic codes are everywhere: pink hearts symbolise love and femininity, whilst the woman hugging the product shows affection.
The visual composition follows classic advertising rules - Z-line reading pattern and rule of thirds guide your eye around the advert. Typography choices matter too: sans serif fonts made 1950s audiences feel modern during the post-war industrial boom, whilst serif fonts appeared more informative and trustworthy.
Colour symbolism reinforces American patriotism through red, white and blue - crucial during the Korean War when communism felt threatening. The woman's outfit matches these patriotic colours, whilst red consistently links back to the Tide brand. Language devices like direct address ("you women"), superlatives ("cleanest", "whitest"), and hyperbole ("only Tide does all three") create powerful persuasive impact.
The comic strip format makes the advert feel informal and relatable, showing happy women doing domestic labour with genuine smiles and positive body language.
Top Tip: Notice how every visual element reinforces the same message - from colours to composition, everything works together to sell both the product and the lifestyle.
We thought you’d never ask...
What is the Knowunity AI companion?
Our AI Companion is a student-focused AI tool that offers more than just answers. Built on millions of Knowunity resources, it provides relevant information, personalised study plans, quizzes, and content directly in the chat, adapting to your individual learning journey.
Where can I download the Knowunity app?
You can download the app from Google Play Store and Apple App Store.
Is Knowunity really free of charge?
That's right! Enjoy free access to study content, connect with fellow students, and get instant help – all at your fingertips.
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4.9/5
App Store
4.8/5
Google Play
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user