Tide Ad

• Z-line: Starts off with the sloan "Tide's got what women want!" in all caps and in bright orange colour. This would be the first thing people would notice in the ad because of its vibrant nature.
• The ad is aimed towards the middle-aged female audience, by how the ad stereotypes what women want, and in the 50's, this was kitchen/washing products. This sexist stereotype is worsened by how the ad treats women as if they were naive, the lexis in this ad makes women seem dull-minded and low IQ
• The beauty of the woman hugging the Tide suggests that only beautiful women would buy such things or that if you buy it, you'll feel perfect.
• The mode of address is ordering the audience/ forcing the female audience to by the product by including words such as "no wonder you women buy more tide".
• The orange/redness of the ad is associated with the female gender or romance.
• The address is like a man talking to the women
• Rule of thirds: 1. Heading/slogan, 2. Woman hugging Tide box, 3. what the Tide does.
• Significant amount of words within the ad suggesting that women have a lot of time on their hands since their are house wives.        

1. Designed specifically for heavy-duty machine cleaning
2. Proctor & Gamble launched Tide in 1946
3. The D'Arcy Masius Benton & Bowles advertising agency handled P&G's accounts throughout the 1950s
4. P&G's market research showed that consumers had high levels of confidence in the company
5. DMB & B used print and radio advertising campaigns concurrently in order to quickly build audience familiarity with the brand.
6. Both media forms used the "Housewife" character and the ideology that its customers "Loved" and "Adored" tide.

There is a stereotypical image of women being presented here, a representation.

This includes:

• Her costume: stereotypical 1950's housewife dress, apron, poke dot blue shirt
• Hairstyle: Fashionable haircut
• Makeup: Significant eyeliner/mascara, heavy red lipstick, fluffed up cheeks (by buying Tide, it makes you look 'beautiful')
• Facial expression: Significantly happy about buying a washing product
• Her pout lips signifies romance with the damn Tide box, later to be kissing the box (Symbolic, Proairetic)

Her pursed lips is a proairetic code that signifies she's in a relationship.

• Advert is aimed towards people between the age of 30-50, the use of the word "WANT!", shows how its pointing and luring the right audience in.
• The use of informal language, colloquial, mode of address such as "Suds" suggests that this advert is talking to you like it was your friend.
• Because she is a housewife, the language of the advert is basic.
• she is of the working class
• Hyperbole, the use of exaggeration, "No other washing product known-will get your wash as CLEAN as TIDE".
• Washing machine top right, is very white shows how special Tide is
• Seems very dressed and well polished to be cleaning a house

The side bar is superlative and hyperbolic, The word "MIRACLE" suggest that its a religion
White is best according to the ad, leading to racial connotations
"Brightens" connotes to clean, clever, makes your day better.
"Sudsing Whizz" is terribly informal/colloquial

THE IDEOLOGY OF THIS ADVERT IS THAT ALL WOMEN LIKE CLEANING
The consistency of looking at ads involving woman cleaning, increases that ideologies status of people

What it lacks

Advert lacks terms and conditions
Doesn't show what the product actually does, which means that the audience already know how to wash already.
Missing any reference to men at all, purely a woman's responsibility to clean.