Page 1: Product Context and Industry Analysis

Product Context

Tide, launched by Procter & Gamble in 1946, was designed for heavy-duty machine cleaning and quickly became a leading brand in America. The marketing, handled by DMB & B in the 1980s, emphasized consumer confidence in the P&G company name.

Highlight: DMB & B used print and radio advertising concurrently to build audience familiarity with the brand, using the "housewife" character and ideologies of consumers "loving" and "adoring" Tide.

The post-World War II consumer boom led to the rapid development of labor-saving devices for the home, including washing machines, which created a market for products like Tide.

Industry Context & Media Language

Print advertisements from the 1950s typically contained more copy than modern ads, as consumer culture was in its early stages and customers wanted more information about new products. However, many conventions of print-based advertising are still evident in this Tide ad.

Key design elements include:

1. Use of the 'Z-line' and rule of thirds in composition
2. Bright primary colors to create positive associations
3. Sans-serif fonts for headings and slogans, conveying informality
4. Serif fonts for technical information, suggesting factual content
5. Comic-strip imagery and informal lexis to engage the audience

Example: The ad uses comic-strip imagery in the bottom right-hand corner with informal language like "sudsing whizz" to appeal to the audience.

These elements combine to create an engaging and informative advertisement that reflects the advertising conventions of its time while also incorporating innovative design techniques.

Tide Print Advertisement Analysis

The Tide print advertisement from the 1950s offers a rich subject for A Level media studies, showcasing post-World War II marketing strategies and societal norms. This analysis covers the product and industry context, media language, theoretical perspectives, and audience construction.

Product and Industry Context

Tide, launched by Procter & Gamble in 1946, quickly became a leading laundry detergent brand in America. The advertisement reflects the post-war consumer boom, which saw rapid development of labor-saving devices for the home.

Highlight: The post-WW2 consumer boom rapidly developed labor-saving devices for the home, including washing machines, which created a market for products like Tide.

Media Language and Design Elements

The 1950s print advertisement for Tide demonstrates several key design conventions:

• More copy than modern ads, reflecting consumers' desire for information
• Use of the 'Z-line' and rule of thirds in composition
• Bright primary colors to create positive associations
• Sans-serif fonts for headings and slogans, conveying informality
• Serif fonts for technical information, suggesting factual content
• Comic-strip imagery and informal lexis to engage the audience

Example: The ad uses comic-strip imagery in the bottom right-hand corner with informal language like "sudsing whizz" to appeal to the audience.

Theoretical Perspectives

The analysis applies several theoretical frameworks:

1. Roland Barthes' Semiotics:

   • Use of enigma and tension-building punctuation
   • Semantic codes in imagery (e.g., hearts above the woman's head)
   • Symbolic codes establishing Tide's superiority

2. Stuart Hall's Theory of Representation:

   • Imagery of domesticity creating shared conceptual maps

3. David Gauntlett's Theory of Identity:

   • Women in the ad serving as role models for domestic perfection

Definition: Barthes' Semantic Code refers to the use of visual elements to create meaning, such as the hearts above the woman's head symbolizing love and relationships.