The Tide Advert

The hand drawn Mes en Scene instantly shows how dated this advert is.  The target audience is women aged from 30+, housewives.  The tagline is a very stereotypical and represents women as only wanting good washing powder and assumes that they are not allowed to have any other wants except Tide, it comes across demanding and persuasive as if Tide has not got what you want you're not a 'real' woman.  The sans serif font looks to be created by hand and the red has connotations of love and a love for Tide washing product.  The way the women is looking up, looking smitten and percing her lip as if ready to kiss to the box which is a proairtic code, also shows her absolute devotion to the washing powder.


Tide was started in 1946 and is still available to this day and is still the market leader to this day.  DMB&B advertising agency ran the advertising for Tide.  Its campaign is referred to as P&G as their market research showed that consumers had confidence in the company.  DMB&B used print and radio as well as well as that wy they their audience could establish a familiarity with the brand.  Both media forms used the 'housewife' character and the ideaology that their users loved and adored Tide products.  


The tagline is blunt and demanding and would be more at home an a plaquard in a riot, it also leaves no room for a response.


The top right corner has the words 'Clean' and 'Tide' are in the same bold and red font as the tagline making them stand out therefore the customer will see those two words first and associate Tide with being clean.  There is also a hyperbole with the 'No soap-No other soap'.  There is also a symbolic reference to her symbolising Tide itself as she has a yellow tinge, red skirt and a blue bandana on, the colours of tide.  


There is also a sidebar with the words 'Cleanest...Whitest...Brightest' which are exactly what everyone wants their washing to be.  The word 'miracle' connotes a supernatural religious aspect to the product and shows it may be a God send.  There is another hyperbole 'whiter - yes -whiter' the conversational speech allows you to feel close to the product as it feel it is not trying to use words that you do not understand and that they are on your level, it also being a hyperbole shows that they are the best at getting your stuff white.

There is no men in this advert showing that this is specifically aimed at women but there is five women and no men.  This demonstrates that women loving cleaning and a it is a stereotype.  This is an issue as it can be classed as offensive.