Tide Advert

First impressions
*Sexist
*Stereotypical women doing the washing
*More wealthy families would use it
*Being sold through romance, with all the red and hearts, it looks almost as if its a valentines card.
*American
*She relies on it like she relies on a man
*Looks like the 'American dream', the women doing the work, being a house wife, being glamorous whilst doing so.
*This advert has a lot of text compared to adverts now or days.

Background Information
*Designed for heavy duty washing machines, Gamble launched Tide in 1946, it became the brand leader in American and still is now.
*The D'arcy Masius Benton and Bowles (DMB&B) advertising agency handles P&G's account throughout the 1950's.
*The 'housewife' character was used all throughout t companies advertisement , making it well known and memorable

Textual Analysis
*It is Sans serif typography, inferring that the target audience is working class.
*It includes lots of colours such as pink and blue, which are symbolic codes for feminism.
* Proairetic code, its shows that the lady is either going to run off and fall in love with the product, or go do the washing.
*Its being sold through romance, as the red symbolises passion and sexual relations, romance and love seems luxury and sells.
*Showing that woman will fall in love with anything, as if they are fools, very sexist.
*The symbolic code of the white of the background, represents purity, clean and fresh.
*Its almost as if its a TV advert, as TV's were just becoming a thing.
*The women is wearing makeup as if cleaning is worth wearing makeup, or it is assumed as though women should wear makeup so they always look good.

Modes of Address
How the advert is speaking to its audience, the language used that aims at the target audience of the product. It can be shown through, colour, performance, editing and lexis.

*There is direct address making it more personalised to the audience.
*The advert assumes power and dominance over the audience, authority over them, "no wonder you women", almost as though talking down to the audience.
* The language used is very old slang, so the advert is using Lexis, with the old slang, such as 'sudsing whizz' showing its aimed towards a working class audience.
*Hyperbole, is when language is over exaggerated, which most words in this advert are.
*All the women are white this is not a diverse advert, its targeted towards white people.
*If its the 'whitest' its the purist, which can connate that white is the best colour, and black s not, its almost within itself a racist slur.