Tide advert

Tide advert



This product is intended to sell cleaning products to women in the 1950s. The main image shows a middle-class domestic housewife hugging the product. This implies that she is glamorous and loves what she does. Even the slogan portrays this claiming that it is "what women want". This links to Gerbner's cultivation theory as the repetition of women enjoying being in the kitchen doing domestic work can lead to women being defined only by this stereotypical trait. The poster also has a hyperbole claiming that Tide will clean products better than all other cleaning products. 

The unique selling point in this poster is that it is clean and that it gets the jobs done, this is done by the repetition of words like ‘Clean’ and ‘White’. The use of the secondary picture of the woman with the washing machine represents the cleanliness of the product. The woman in this poster does not only target this product to other women but to men as well, as if men saw this in the 50’s they would want their wife to be like that as she is seen to be the 'perfect housewife'

The poster is very bright portraying happiness and joy. The woman in the poster is fondly hugging the product. She is a young white woman which would be the main target audience for the product. Her eyes also seem to be staring dreamily at the product and there are small love hearts above her head further indicating that she loves the product. Her lips are bright red which can have connotations to passion and love. This advert would have been made for middle-class, white, suburban women. This was a time of extreme racism and African-Americans would not have been allowed to buy houses as they were said to have scared white residents.

The poster was released in 1950s America. This was a time when the whole world was recovering from the Second World War. Luckily, due to America's late involvement, they had stable finances. This led to a rapid development in technology which led to a consumer boom as they could afford to spend more money. After WW2 women's roles had slightly changed as women were needed to work in factories instead of staying home. However this did not last long as women were expected to return to their domesticated roles when the war was over. 

Modern day audiences would likely dislike this advert as it stereotypes women and as a society equality is pushed forward. It would be accused of being sexist and degrading to women. However, at the time when it was created it would have been seen as something that women should strive towards being like.

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