'Tides Got What Women Want'

First Impressions

• Sexist 
• Stereotypical
• Aimed to working class or middle class, to someone who doesn't have enough money to hire someone but is still looking wealthy. 
• Being sold through romance
• Idolising women who clean
• No men to be seen
• In a romantic relationship with this washing powder
• Extremely colourful and bright which has connotations that this washing powder will give you a better life and will brighten your life like the advert, also the colours used are appealing to the feminine eye so they're more to take interest in it. 
• Advert is full of text, compared to the more modern adverts. You would really have to sit down and read this advert to know what it is about when in more modern adverts we have very minimal text.

Context

• Designed specifically for heavy-duty machine cleaning, Procter & Gamble launched Tide in 1946 and it became a brand leader in America, and still is today.

• The D'Arcy Masius Benton & Bowles (DMB&B) advertising agency handled P&G's accounts throughout 1950's. Its campaigns for Tide referred explicity to P&G because their market research showed consumers had high levels of confidence in the company. 

• DMB&B used print and radio adverts, they all included the 'housewife' character, and the public claimed to 'love' Tide. 

Textual Analysis

• Font - Sans-Serif so this means that the advert is marketing their product towards the working class as Sans-Serif is informal which shows that this advert is aimed at the working class who cannot hire a maid to do their washing for them.

• Colours - Feminine colours used, such as light blue's, reds, oranges, yellows and vibrant white. The colour also isn't stripped, its extremely bold so it stands out even more. 

• Proairetic Code - She's doing the washing, and she's hugging the box enthusiastically so she might go to fall in love with it in the long run. 

• Symbolic Code - The red stands out and is the symbolisation of a relationship and love, so she is going to fall in love with this product or they already are. 

• Symbolic Code - The white in the background connotates the purity, innocence and cleanliness of the product and the way women feel about it. 

• Z-Line - There is a lot of text but the photo's show a narrative, and also follows the Z-Line, so by just looking at the photos, you get the narrative. 

• Symbolic Code - The women is wearing makeup, so it kind of shows that by doing the washing you feel good and look good, persuading women to buy this product. 

Textual Analysis on Lexis / Modes of Address

• Direct Address - "No wonder you women buy more tide than any other washday product", more direct towards women, siding with them, understanding them, almost building a relationship with the potential customer.

• "No wonder you women buy Tide" - got a sense of authority, talking down to the audience but in a way that they know best. 

• "Only Tide does all three" - saying that they're the best and if you're using any other product then you should stop and move to Tide, giving them the sense of empowerment. 

• "Sudsing Whizz" - Very archaic language, informal

• Hyperbole - "It's a miracle!" Exaggeration of the product, giving them false hope

• "Whitest" - The inference here is that white is the best colour and white is better than any other colour, aimed at white people aswell as white is clean.