This document analyzes a 1950s Tide laundry detergent advertisement poster. It discusses the target audience as postwar housewives and the stereotypical representation of women in the poster. Specific design elements of the poster are identified, such as the use of bright colors and slogans to attract attention. The poster depicts a woman daydreaming about Tide, representing it as essential for achieving clean clothes and moving on from the difficulties of war. The analysis addresses the cultural context of postwar America and how the advertisement exploits period stereotypes of femininity and women's roles.

1. Name Benjamin Johnson Tide print advert: Tide
TARGET AUDIENCE
Who is the poster aimed at?
What age range?
Gender?
Interests?
Income?
Layout and how it engages the TA
Talk about the typical codes and conventions
you have they used
Why is it set out as it is?
How does this help with the representation of
the product?
Z-line
Rule of thirds
Masthead
Buzz words
Headings/ subheadings
Use of copy
Repetition
Use of serif
Use of colour
Bullet points and lists
Slogans/ tag lines
Central image/ main image
Secondary images
Banner
Mode of address
Is he looking at you? Direct mode of address? Is
he approachable and inviting to the target
audience? Do we feel we are there with them?
Or that he is talking to us.
REPRESENTATION
How are the women represented in the
poster?
Is she successful? Powerful?
Approachable? Young? Trendy?
Subservient
What are the signs and signifiers? (
clues) ( clothes, poses?
Label the codes and conventions
Z-line
Rule of thirds
Masthead
Buzz words
Headings/ subheadings
Use of copy
Repetition
Use of serif
Use of colour
Bullet points and lists
Slogans/ tag lines
Central image/ main image
Secondary images
Banner
Product context- research
Representation of gender, race and age?
What stereotypes are being used?
Historical context/ cultural context
Post war
Brighter future
Consumer boom
New technology
Aspirations
America
New products emerging
New brands emerging
Competition
White good as status
ML to use: Represents, Denotes, Symbolises, Signifies., The connotations of this are….

2. - Z-type// You will see the
letter Z in the picture.
- ROT// Picture is divided
into threes.
Masthead- Main title
Buzz Words- Words
that stand out and
catches your eye
Use of copy- Big
chunks of words
describing the
product
Repetition- Using the
same words more than
once
Use of colour- The use of white
represents cleanliness and the red is
very bright and eye catching
Slogan/ tagline- catchy words that
make you remember the product
Main image- First thing you
see when viewing the
product
Secondary images- Other
images that make your
poster a whole
Banner- Writing running
across the top & bottom of
the poster

3. Product content// Research
 Procter and Gamble made the
tide detergent.
 Introduced In 1946.
 Tide was first introduced in the
United states.
 They gave customers a free
detergent with a washing
machine.
 It was the number one product
in its core supermarket.

4. Historical context// Cultural context
 Post war- After the war many people wanted to rebuild and
start looking forward to a brighter future by moving on from
the war.
 New Technology- Proliferation to technology happened which
is an advancement to things, but at that time it was mainly a
advancement to technology. When things like advertisements
happened it was mainly targeted to the upper and middle
class and who were white seeing as they had the most
money back then.
 America- After the war America didn’t really get fazed, so
they didn’t have to rebuild that much compared to the UK, so
they had money which is why this was first introduced in the
united states.

5. Representation
 Women in this poster is represented mainly
as an house wife seeing as she's wearing a
pin up top, and her hair and clothes are what
house wives usually wore back then.
 Her red lipstick signifies a multiple of things,
it could signify love, it could even denote a
sexual vibe which is all aimed at the product
tide.
 The women is hugging the product tide and
her eyes are fluctuated on the product as
well which symbolises her love and need for
tide, but they go off which denotes the idea
that she dreaming about the product.
 The word ‘Tide’ is used to represent the
washing away of all the bad germs from not
only the clothes but from after the war and
after all the horrible things that happened in
it.

6. Representation of gender//race//age
 The stereotypes that are being denoted in this poster is on women
and how they are represented and signified as house wife's. They
have used this stereotype by dressing her in clothes that society
would normally associate with women being housewife's.
 Back in the 50’s women who shown that much skin would be
seen as a bit of a tart, and the bright red lipstick that she is
wearing would also signify that representation.
 With women seeing this poster and the product ‘Tide’ they would
inspire to be represented like that and how confident this women
is on doing that advertisement.

7. Mode of address
 The mode of address In this poster is
that its 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 women in this poster is not only
targeting this product to other
women but to men as well, seeing as
if men saw this in the 50’s they would
want their wife to be like that as well
so its targeted at them to buy it as
well.