TIDE'S GOT WHAT WOMEN WANT!

The first thing I notice when I see this advert is that it is aimed directly towards women during the 1950's; its symbolic meaning is that washing should be a job for women, as no men are mentioned in the ad. The hearts above the image imply that the woman is in love with the product, and relies on it as much as she would a man. Additionally, the red colours make the ad look feminine, therefore, attracting women to read it. The advert is covered in text, which is rare in the modern day. 

• American Product/advert launched by Procter and Gamble in 1946
• Procter and Gamble became brand leader, and still is today
• DMB&B advertising agency managed Procter and Gamble's accounts, they campaigned that the Tide advert referred to P&G because consumers had high levels of confidence in them
• Both the print and radio advertising campaigns used the "housewife" character

One of the SYMBOLIC CODES in this advert is that women should be the only people doing the washing; I inferred this because only women are mentioned in the advert and there is a closeup of the "housewife". The main colour scheme is red, which connotates sexuality and love, symbolising that the women is in love with the product, or it could symbolise the way men saw women in the 1950's.

The symbolic code of the white in the background, suggests innocence, purity and cleanliness. She is wearing makeup, which shows that doing the washing with Tide is fun and deserves to put makeup on for it. However, it could also imply that women feel insecure and as if they have to put on makeup for men.

Additionally, the use of PROAIRETIC CODE suggests the "housewife" is about to do her washing with Tide because she is hugging the product. Also, the advert could suggest that she is in love with the product and about to run off with it, shown with the hearts above her head.

The Z-LINE shows a narrative, and makes the audience see the key points of the advert, skimming over the smaller details on the right. The narrative shows the housewife doing the washing, followed by her falling in love with the product, then hanging the clothes on the line. 

The target audience is aimed at using MODES OF ADDRESS and LEXIS, for example, the language is very direct ("whiter-yes, whiter"). "You women" could be seen as sexist and patronising because the brand wants authority and power over the audience, however, it could also feel normal and like a sense of community. The use of "world's cleanest" and "world's whitest", shows the brand's superiority over everyone else, making women look stupid if they didn't choose their product. "Tide's a sudsing whizz" is an informal phrase, showing that the product is aimed towards working class. Some words, such as "miracle!",  are hyperboles, emphasising how good the washing powder is. You could argue that the product is targeted to white people, as "whitest" is implied as the best and purest form.