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