23.9.19 Tide Advert 1950

Facts
  • This product was launched by Procter and Gamble and soon became a brand leader.
  • 1946
  • character called 'the housewife'
  • customer had high hopes for the brand 
  • The advert uses the z line theory as the audience would read the text then look at the woman and finally they would look at the cartoon. The colours show a kind of patriotism as the American flag has red white and blue. The red suggests how the woman 'loves' this product. the mode of address for this ad is through many things such as the characters dress or the bold colours that are used or even the repeated 'w' sound. The advert has love hearts over the top of the characters head suggesting that she feels so strongly a feeling love toward the product.
  • the advert is specifically talk to women as an audience as the advert literally says that its what women want.
LANGUAGE
The target audience is suggested to be enthused about the product as they use an exclamation mark at the end of the heading.
There is an inference that if you don't buy tide then you aren't a woman.
There is a very direct mode of address toward women , it is also an informal mode of address as it looks like the writing is hand painted because women are supposed to be friendly and approachable as well as it symbolising how women are creative.
The words 'clean' and 'tide' are in red to stand out so that the basic women can easily see it and read why they should use their husbands well earned money to buy the best soap they can.
The adverts also projects the American dream of a woman and a man in a cute town house with a white picket fence and with the woman staying home and looking after the kids.
The American dream is also about working hard an getting a better life the harder you work and the more you earn.
The mis en scene of the bubbles coming out of the washer shows how the product actually works and that the woman is so happy that the product actually works and creates suds when in actuality if that many bubbles were coming out of your washer you would be mad and frustrated that now your clean floor is covered in bubbles.
The mis en scene of the cartoon suggests how women actually need to see a real life situation to show how to hang the washing, cartoons are mainly for kids so by using one in the advert it shows how the women of the time need to be treated like children or even that because they are at home all day with the kids they now are more appealed to childish things.

The advert is very text heavy. The headings are in capitals, bold and red to grab the womans attention with the bold statements.
'Whitest' is child like and simple just as the women supposedly were.
The use of language reinforces the product.
We are seeing the logo over and over again as well as its key features so that in the supermarkets women will see tide and want to buy tide.
The phrase 'sudsing whizz' suggests that the soap is awesome and so clever because it whitens and cleans the clothes.
The woman is clearly loving hanging out the washing and she is clearly hanging out mens clothes. the sun is also shining and the day is lovely but these women are enjoying and talking about the product.
If this was a film it would be a romance as womenwatch romance more and there are actual love hearts showning how much women love this product.























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