Tide Advert Analysis




Tide Advert

  • Designed for heavy duty machine cleaning. Brand leader in America established in 1946 by P&G. (Procter and Gamble).
  • DMB&B (D'Arcy Masius Benton and Bowles) handled advertising agency handles P&G's accounts. They found their audience had a large amount of confidence in the brand.
  • Used print radio advertising campaigns concurrently in order to build a familiarity of the brand with the audience. Both media forms use the "housewife" character and ideology. They made it out that the customers loved the product.
Semiotic Analysis of the Tide Advert

The purpose of the advert is to create a relationship between the audience and the product by making the audience familiar with the product and want to buy it. the overall purpose is to sell their product. The context of the advert is that mainly women would do the washing so it makes sense that they would depict a woman for the advert as it appeals to the target audience.
Tide uses symbolic codes to make the audience think that Tide is the best possible brand that they an choose. They do this by adding a main image of a woman hugging the box of Tide making the audience think that she loves the product and it is the best. Furthermore, the lexis that the product uses is very centred towards making the audience think that they need the product and they do this by adding tags such as "Tide's got what women want!" and "No wonder you woman buy more TIDE than any other product". This is effective because it uses direct address to make the audience feel as if the advert is talking straight to them. This makes the advert seem more friendly as if it is a recommendation by a friend rather than an advert. The font that has been used is sans serif meaning that it is informal but still very clear to read. This gives the advert a more warm and home like feel which is affective because tide is a home product that every woman should have. This means that the font used is effective because it appeals to a wider range of people. For example, if it was formal font then some people might feel that the product is too upperclass for them. This means that the informal feel of the font and the advert is inclusive to more people. The informality of the advert is further enforced with the cartoon pictures as it makes it seem more humorous and fun. This helps the audience build a relationship with the product. The advert includes a Z-line meaning that it includes the most important parts of the advert in the spaces that our eye traces meaning that the audience gets the information they need. 

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