set product 1: Tide print advert

                                         
the purpose of this advert is to get the wives a home to get this product in order to improve her life. the girl in the advert i seen to adore this product. the advert builds into the perfectionist housewife ideology, the whites need to be the whitest, the brights have to be the brightest, it makes women feel like if you aren't the perfect house wife then you are a failure as a women which is why advertisers choose to tap into and play up to these insecurities. there is a stamp guaranteed by good house keeping, a well trusted women's magazine, ensuring that they endorse this product.

modes of address

• colour - bright red and bold, follows the z line as we are drawn to the main tagline first.
• codes - the hug is an embrace (action codes), this anchors the ideology of how much she loves this product. a further action code is the two women having a chat in the comic in the bottom right corner, showing the ideal scenario and target audience.
• lexis - says its "what women want"(tagline) communicates the audience as being women, text is anchored by central image of the house wife. uses direct address "no wonder you women buy more tide than any other wash day product" uses you to target women. word "clean" is important as its fresh and new, foregrounding clean is associated with a sense of pride in the home, further enhanced by the word "white" as it is the cleanest you can get. the list of three points makes it sound like it is one of the few that can tick all the boxes, making them seem the best as prove that you only need their products. the first bullet point has an aspirational tone as it makes you feel like you should buy it because everybody else uses it and you need to compete to be the cleanest you can possibly be.

who are Procter and Gamble?
Procter and Gamble, or P&G is a multi national consumer goods corporation. it was started by William Procter and James Gamble. P&G specialise in a wide range of  personal health/ consumer health, personal care an hygiene products. these products can be separated out into beauty, grooming, health care, fabric and home care, baby, feminine and family care. the name and brand had a good reputation which means that consumers have a high level of confidence in the company which is why in many ads its explicitly said to be made by Procter and Gamble. the brand had been around for over a hundred years when this advert^^ was released which is how it became a household name.

what was life like for women in the 1950s?
to many the 1950s is seen as a decade very strictly fixated on gender roles and stereotypes. it was a heavily patriarchal society, where women were openly depicted to be below men. women fit into the "house wife" ideal and that was meant to be what women should strive to be, this advert further portrays the fact that women's roles were to cook and clean the house all day. during this time there was an increase in disposable income for the general population, leading to a boom in the advertising industry. the advertisers often directly address the women as they are home and are seeing the ads more, companies like P&G were in better business as their target audience were easier to reach. land girls [agricultural] during the war but when the men came home they went back into the homes.

                                   

both these adverts have similar depictions and connotations of women, the washing up adverts of this time always seem to portray women looking happy and content with the job they've just done with the help of the holy grail product they're trying to promote. notice how men only appear in the adverts as an observer role, overlooking the work of the woman, we never see only men in the ads.

who are D'arcy masius benton &Bowles?
they're an american advertising company that makes big adverts like the Santa coca cola ad and they make adverts for company's like P&G, for example our set rpoduct is created by them. they link into media industries and have ties with the other parts of media industry.