09.10


-Very much marketed towards women - as they were the only ones to do cleaning, laundry etc around the house at the time of the advert production - and being "what they want"
- Multiple mentions of "World's [cleanest/whitest] wash" - The best in the whole world, doing what the other brands cannot hope to do, no other product can outperform it so it must be the best one to use
- around 1/3 is illustration - draws the audiences eye's through the page
 - "No wonder you women buy more tide than any other" - lexis suggests women and women only buy washing products, massively stereotypes women as cleaners, and maids etc


Historical background - 
- Launched in 1946 by Procter and Gamble designed for heavy duty machine cleaning and quickly became the brand leader in America which it still maintains today.
- D'Arcy Masius Benton & Bowles (DMB&B) advertising handled P&G's accounts throughout the 50's. - - The campaigns referred explicitly to P&G because market research showed that consumers had a high level of confidence in the company
- Uniquely, DMB&B used print and radio advertising campaigns concurrently in order to quickly build audience familiarity with the brand. Both media forms used by the "housewife" character and ideology that its customers "loved" and "adored" Tide.

The function of myths

- a story passed down with no evidence of being true 

Barthe says that our knowledge of the world comes from myths - messages in media products
* Media products construct our view of reality

- Modes of address - How a media product speaks to it's audience.
- Lexis - Choice of language
- Anchorage - Thing which weighs down the meaning of a media product - e.g anchor the idea that you are meant to love and adore this product

Heading and subheading :
- Different font and colour in "Tide" - highlight the product name 
- Title take a commanding mode of address - "you women" 
- so the TA - women

- Most important text is highlighted in red, - connotation of red = love 
- Informal font - sans serif font - looks like font has been painted on, not precisely so is slightly messy - resembles a sales pitch 
- Font being messy might suggest messy clothes or the messy business of washing clothes. 
- Lexis - "what women want" slight sexual connotation (link w/ colour red, image of women hugging box?)
- Title goes up and down like a wave - TIDE, cleans and washes stuff away

Small image of housewife and sign:
- Ideal women of the time - fashionable, hair is well done, full face of makeup on, bright red lipstick - would have been something to go out in but she is just washing up at home -> washing up is high end, fashionable, glamorous task- costume functions as a hermeneutic code
- Text broken up by hyphons
- Hourglass figure -  similar to Marylyn Monroe -  stereotypically attractive woman (stereotype is a common belief held about a group of people) 
- Hyperbole - exaggeration 
- Advert is direct mode of address - " My wash"
- "clean" and "tide" in red - women holding the message, she's written out the sign and holding it, so she has authority in this advert - we can trust her, she is beautiful and glamour and is providing confidence of the product

Text:
- World's ___ - 
- Whitest - purity, clean, and innocence - ethnicity? - same message over and over again will influence you 
- italics - soap, hardest, whiter, safe, - Superlative - 

Cartoon:
- Representation of how women talk (myth and stereotypical) - plugging the name of the company that makes it - MYTH of how women talk to each other, not what people would say in real life
- Seem very excited and proud of the product - mise-en-scene of smiling and holding up clothes show that they love and enjoy washing
- Lexis "a sudsing whizz even in hardest water" - sudsing whizz is slang, another myth of how women talk 
- looks like it is from a comic - which are aimed at children - perceived intelligence of TA as childish, advert is a condescending mode of address

Bottom section and bigger image:
 
- Remember - ramming it in even more 

- Hugging the box
- Proairetic code - she is about to kiss the box - her lips are pouting, her relationship with Tide is that she loves it - supposed to be cheeky and silly, the fact she has done her makeup and gotten nice for Tide and doing the washing 
- Love hearts symbolic of a teenage crush as it is doodled on 

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