Tide Advert

Conventions of Print Adverts



Z-line: The way the audience eyes move across the advert in a Z shape
Rule of Thirds: When the advert is split into 9 sections, the middle section, in the second third, is where the audience is naturally drawn to. Grid. The audience looks at the middle section at the corners.
Headings and subheadings: Used to signify a title of whole page/ article and to title smaller subjects within a page/article
Serif font: A common type of font with little additions to the letters. Very formal looking.
Sans-serif font : The same as Serif but without the little additions and it is bold. It is more informal
Lexis: The choice of words and language used.
Mode of address : Is the way in which a media product "speaks" to it's audience. This can be done through a range of technical elements, including colour etc.



First impressions:

• Target Audience is clearly housewives. There is illustrations of the woman hanging out clothes and doing housework. 
• Slogan: "Tide's Got What Women Want" blatantly targets women. Sterotypical of the time that women stayed at home and did the house work. The idea of a man doing housework would have been very odd.
• 1950s advert so it was typical of the time to include a lot of words, very different to how adverts are today. People don't have time to read adverts, back then people did have time to read the adverts so stacks of text is appealing as it is something to read and pass the time with.
• The advert is very happy and jolly. Her face and body language shows how much she loves Tide. As well as this, the slogan is red and slanted, so this adds to the idea.
• Advert is clearly trying to change people's minds about washing  products and forcing the idea that they are loved down people's throats.

Context:

• Tide was launched in 1946
• This brand was adored by the consumers
• The "Housewife" was their mascots.

Short Analysis:

The advert includes very persuasive language, that promises lots to the audience. For example Tide supposedly provides the "World's cleanest wash!" which emphasises how good it really is to the target audience. Superlative language is used, making this product seem like it is the absolute best. Hyperbole is also used. Deliberately ridiculously over the top language, it's a "miracle".

As well as this, this advert uses symbolic code, as the "Housewife" is shown to have a odd, loving relationship with the product. This symbolises how much one adores this cleaning product. The red colours also connote the idea of love and romance.

Porairectic code is also used to suggest that the consumers of this product will be happy forever as the women on the advert are all very jolly and enthusiastic.

Hermeneutic code, the words " Whitest" and "Brightest" create mystery as the audience questions if this is true, convincing them to buy it.

The use of the word "Women" builds a sense of community, if you disagree then you're an outcast or possibly not a woman.

Colloquial language creates an informal atmosphere, common phrases such as " suddsing wizz" shows how friendly this chat is

Mode of address:
 is the way in which a media product "speaks" to it's audience. This can be done through a range of technical elements, including colour etc.

More Notes:

What is the idealogical signification of the choice of focal image in this advert?

- women should like cleaning = love hearts and the way the subject is hugging the cleaning product.
- women are very similar to each other = there is multiple women cleaning in the advert
- women should be at home and cleaning = the whole advert is purely shown to depict women simply just clean.
- women shouldn't want to do anything else but take care of their washing, they don't have the intelligence to be concerned about anything else = she's hugging the Tide box

The advert is presenting a very very specific ideology about the woman on a whole.


In what ways does this advert target it's audience through content and appeal? Make reference to hegemony and cultivation?

• The target audience is women/the housewife
• Hegemonic stereotypical pretty woman helps to persuade women to keep themselves looking good even when doing the washing.
• Patriarchal society - no men in the advert, telling women to clean, manipulating them

The Function of An Advert: To suggest an improvement in your life, selling a lifestyle

They operate under the assumption of lives being something that needs to be fixed, however we can solve these flaws.

Ideology refers to the beliefs and values of a media text.

It's the producer's beliefs that we are presented with. The producer creates the advert.

Dominant ideology: the set of ideas over culture that is most common or widely accepted in a society

Dominant ideology can change over time.

Maybelline Advert:

Ideology - women should always be done up and concerned about their appearance. " A pretty great way to keep your eyes in line " implies that beforehand your life was a bit of a mess.Reinforces the dominant ideology that women should wear makeup

Direct mode of address - "you will love it" chatting to the audience, very persuasive. If the advert was a person it would be a chatty friend. Informal. 

"No running away" is talking about the makeup running but also could suggest the idea that they have made it very easy to apply and use everyday, inescapable.



Vintage Lego Advert:
Little Girl builds a House - suggesting the thought that girl's and women's ideas revolve around the home and family life.


"Look what I built with LEGO" shows that this little girl has to look for approval, just like how woman are stereotyped to be emotionally needy and always seeking approval from men on their  looks and even smallest achievements .


Proairetic code - "and look at the look on her face" suggests that your child is going to be happy and proud only when they have lego.


Budwiser Advert:
The product is created to be a very manly drink - dark colours, typical man wearing a suit and sat at the end of the table, conveying the idea that he is the bread winner and works hard. A woman's hand is also pouring him his drink and that is the only part she plays in the whole advert