Vintage advert



Definitions:

  • Z-line- The way you read a text, read in a Z shape (top left to bottom right )
  • Rule of thirds- An image is split into 3 by 3 squares, so everything should be spread over the squares
  • Headings and subheadings- Text at the top of the page showing what something is about
  • Serif font- with bottom of the font (feet), more formal
  • Sans-serif font- without the bottom of the font (feet), less formal
  • Lexis- The choice of language
  • Mode of address- How the advert wants to address/speak to their audience

Tide advert:


My first impressions of this advert is it is old and quite vintage especially as its from the 1950s. I think the audience gets this impressions the way the women has her hair styled as well as the advert which doesn't fit in with todays adverts. Also it has the stereotypical woman on the front with the washing powder suggesting that woman are the ones who will use it as they're the housewives. So their target market is aimed at women who stay at home and clean the house. It is very focused around women including the slogan "Tides got what women want!" which has connotations that its all she needs in life and its kind of taking the role of a husband. The font suggests it's for middle class people as well as the cluttered layout. The bold colours including red and yellow which makes the advert stand out to the audience. It is also covered in a lot of text compared to modern day adverts which makes it harder for the audience to get the quick information the need to read




Tide is... 
  • An american brand
  • launched in 1946
  • It is still a brand leader today in American
  • Its campaigns specifically refers to P&G so the company is established and the audience can see this.
  • Used print and radio advertising campaigns 
  • Both media forms used "the housewife" character and the ideology that its customers "loved" and "adored" tide

Textual Analysis of Tide:
  • They have used a close up of the woman and her face next to the product which draws attention to the product as well as "the housewife" who is known as the main character/protagonist of tide
  • The slogan makes it clear who the target market for the product is
  • The Lexis is very straight to the point and gets their opinion across
  • The font they have used is Sans-serif font which suggests the advert is less formal and for the working class
  • Proairetic code- she's going to do the washing or she's going to run off with the product
  • Symbolic code- the use of the colour red which has connotations of sexualisation, so it could suggest that she is going to improve her look as well as it suggests she is going to be a better woman 
  • The symbolic code of the white in background suggests innocence and purity
  • Z-line rule- going from image to image shows what the advert is about and it makes a story up
  • Connotations of her makeup- she is very dressed up to do the washing which suggests they are glamourising washing as well as saying its an exciting way to spend your day. It also suggests women have to wear makeup
Lexis of tide:
  • Very direct mode of address
  • The advert presumes a position of power and authority over women
  • Superiority over other brands
  • "Sudsing Whizz"- informal, phrase that people used to use, working class phrase
  • Text is very exaggerated, Hyperbole- "It's a miracle"
  • There is no diverse ethnicity all women in it are white, all women are dressed like the white housewifes
  •  Inference that white is the purest colour










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