Tide

Edequas Media A-level

“No wonder you women buy more TIDE than any other washday product!”

Tide in all caps and red, “You women” singles them out as target audience.

Tide’s got what women want!

Red and all caps, desirable

Main image

Wears a white dress blue polka dots, typical 50s hair with headband, makeup and holding Tide with drawn hearts above head.

Potential reference to Rosie the Riveteer with arm infront and headband. Seen as stylish and loves the product.

“Only Tide does all three” “Cleanest” “Whitest” “Brightens”

Tide and three words red with caps. Also creates superiority.

“Tide gets clothes cleaner than any other washday product you can buy!”

Competition, luxury, capitalism.

Bottom corner comic strip

Escape reality, two women conversing whilst hanging up clothes children and mens clothes that are Tide colours. Both white, one wears red and other wears blue binary opposition.

Top right corner of the woman with a red apron next to washing machine with lots of soap

Tech advancements, apron means get the work done.

Guaranteed by good housekeeping

Seal of approval/quality, aspirational stuff,

Aud:Why big movement of housewives

WW2 women were working, wanted women in domestic roles and men working with power. Many dissatisfied so often shown in media as aspirational

Tide: Makeup, good housekeeping, 1950s hairstyles, beautiful illustrations and consumerism, specific address of “you” and “women,” reference to Rosie the riveter, cartoon strip, good housekeeping