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Wjec A-Level Tide Print Advert Study Guide PDF and Quizlet for 1950s Analysis

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Jax J

01/04/2023

Media Studies

WJEC A-Level Tide Print Advert Condensed Revision Notes

Wjec A-Level Tide Print Advert Study Guide PDF and Quizlet for 1950s Analysis

The Tide print advertisement from the 1950s is a prime example of post-World War II marketing strategies aimed at American housewives. This A Level media studies resource provides a comprehensive analysis of the ad's context, design elements, and theoretical perspectives.

Key points:

  • Launched in 1946, Tide quickly became a leading laundry detergent brand
  • The ad reflects the post-war consumer boom and focus on labor-saving devices
  • It employs various advertising techniques and represents 1950s gender roles
  • The analysis covers semiotic, representation, and audience construction theories
...

01/04/2023

442

Tide-Print Advertisement
Tide-Print Ad
Product Context i
-Designed for heavy-duty mochine-cleaning,
Tide was launched by Procter and Gamble

View

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
Tide-Print Ad
Product Context i
-Designed for heavy-duty mochine-cleaning,
Tide was launched by Procter and Gamble

View

Page 2: Theoretical Perspectives and Representation

Semiotic Analysis: Roland Barthes

The Tide print advertisement can be analyzed using Roland Barthes' semiotic approach:

  1. Suspense is created through the enigma of "what women want," emphasized by multiple exclamation marks.
  2. Barthes' Semantic Code is applied to the hearts above the woman's head, creating gesture codes of love and relationships.
  3. Hyperbole and superlatives like "Miracles!" and "World's cleanest wash!" are used to establish Tide's superiority.
  4. The Symbolic Code was successful, as Tide quickly became the brand leader by the mid-1950s.

Vocabulary: Semantic Code refers to the use of visual elements to create meaning, such as the hearts symbolizing love and relationships.

Industry Context & Representation

The 1950s advertising landscape reflected gender-specific targeting:

  • Men were targeted for the post-war boom in the American car industry.
  • Women were the primary target for labor-saving devices in the home.

Advertisements followed stereotypical representations of domestic perfection and ideologies of occupation, linking the role of "housewife" to modern needs for speed, convenience, and a better standard of living.

Example: The dress codes of the ad's main female character include stereotypical 1950s hairstyles curls,rolls,andwavescurls, rolls, and waves made famous by celebrities like Betty Grable, Rita Hayworth, and Veronica Lake.

Theoretical Perspectives on Representation

  1. Stuart Hall's Theory of Representation: Imagery of domesticity creates shared conceptual road maps, giving meaning to the advert. Despite the comic strip visual, the audience can relate to the depicted scenes.
  2. David Gauntlett's Theory of Identity: Women represented in the ad act as role models of domestic perfection. These representations may influence how the audience constructs their own identity.

This Tide advert analysis demonstrates how 1950s advertising both reflected and reinforced societal norms and expectations, particularly regarding gender roles and domestic life.

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Media Studies

442

1 Apr 2023

3 pages

Wjec A-Level Tide Print Advert Study Guide PDF and Quizlet for 1950s Analysis

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Jax J

@jaxishere

The Tide print advertisement from the 1950s is a prime example of post-World War II marketing strategies aimed at American housewives. This A Level media studies resource provides a comprehensive analysis of the ad's context, design elements, and theoretical perspectives.... Show more

Tide-Print Advertisement
Tide-Print Ad
Product Context i
-Designed for heavy-duty mochine-cleaning,
Tide was launched by Procter and Gamble

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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
Tide-Print Ad
Product Context i
-Designed for heavy-duty mochine-cleaning,
Tide was launched by Procter and Gamble

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

Page 2: Theoretical Perspectives and Representation

Semiotic Analysis: Roland Barthes

The Tide print advertisement can be analyzed using Roland Barthes' semiotic approach:

  1. Suspense is created through the enigma of "what women want," emphasized by multiple exclamation marks.
  2. Barthes' Semantic Code is applied to the hearts above the woman's head, creating gesture codes of love and relationships.
  3. Hyperbole and superlatives like "Miracles!" and "World's cleanest wash!" are used to establish Tide's superiority.
  4. The Symbolic Code was successful, as Tide quickly became the brand leader by the mid-1950s.

Vocabulary: Semantic Code refers to the use of visual elements to create meaning, such as the hearts symbolizing love and relationships.

Industry Context & Representation

The 1950s advertising landscape reflected gender-specific targeting:

  • Men were targeted for the post-war boom in the American car industry.
  • Women were the primary target for labor-saving devices in the home.

Advertisements followed stereotypical representations of domestic perfection and ideologies of occupation, linking the role of "housewife" to modern needs for speed, convenience, and a better standard of living.

Example: The dress codes of the ad's main female character include stereotypical 1950s hairstyles curls,rolls,andwavescurls, rolls, and waves made famous by celebrities like Betty Grable, Rita Hayworth, and Veronica Lake.

Theoretical Perspectives on Representation

  1. Stuart Hall's Theory of Representation: Imagery of domesticity creates shared conceptual road maps, giving meaning to the advert. Despite the comic strip visual, the audience can relate to the depicted scenes.
  2. David Gauntlett's Theory of Identity: Women represented in the ad act as role models of domestic perfection. These representations may influence how the audience constructs their own identity.

This Tide advert analysis demonstrates how 1950s advertising both reflected and reinforced societal norms and expectations, particularly regarding gender roles and domestic life.

Tide-Print Advertisement
Tide-Print Ad
Product Context i
-Designed for heavy-duty mochine-cleaning,
Tide was launched by Procter and Gamble

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

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.,heartsabovethewomansheade.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.

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Stefan S

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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

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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 😍😁😲🤑💗✨🎀😮

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