A-Level Media - Tide Advert - Audience - Simple Guide For Students & Teachers

Summary

This educational video explores the target audience and strategies of a 1950s Tide detergent advertisement. It delves into the representation of women, primarily housewives aged 18 to 40, and the use of language, imagery, and cultural references to appeal to this demographic. The video discusses the advert's use of direct address, intertextual references, fashion, and consumerism to connect with its audience. It also touches on audience reception, including potential feminist critiques and the impact of repeated messaging, as well as the application of media theories like cultivation and gratification to understand audience engagement with the ad.

Takeaways

• 📚 The video is an educational guide focusing on 'Tide' advertisements, particularly for Media Studies exams, with a specific emphasis on the 'audiences' section.
• 🎯 'Tide' advertisements are designed to target a specific demographic: predominantly white, American women aged 18 to 40, reflecting the societal norms of the 1950s.
• 👩‍💼 The advert's imagery and language are carefully chosen to appeal to the aspirations of women who identify with the ideal of being perfect housewives and mothers.
• 🗣️ The use of direct address and repetition of the word 'women' in the advertisement is a strategic method to engage the target audience.
• 🔍 The advert includes subtle intertextual references, such as the image of a woman that may evoke memories of the wartime 'Rosie the Riveter' poster, to connect with the audience's cultural memories.
• 👗 Fashion and style, including the woman's dress code and hairstyle, are reflective of the 1950s trends, aligning with the era's popular culture and appealing to the target audience's sense of fashion.
• 👕 The presence of a washing machine in the ad is a symbol of the post-war consumer boom and the aspiration for modern household conveniences.
• ✅ The 'Good Housekeeping' seal of approval on the advertisement serves as a trust-building endorsement, leveraging the magazine's reputation among the target demographic.
• 📝 The advertisement employs persuasive language techniques, such as 'miracle' and 'like no other,' to reinforce the message that Tide is superior to other washing products.
• 🤔 The video discusses potential audience reactions, including those who might view the advertisement as sexist or old-fashioned, reflecting evolving societal attitudes towards gender roles and advertising.
• 🧠 Theoretical frameworks like Gerbner's cultivation theory are mentioned to explore how repeated exposure to similar advertisements could shape audience perceptions and desires over time.

Q & A

What is the main focus of the video guide?

The main focus of the video guide is to provide an easy-to-understand analysis of a Tide print advertisement, particularly in relation to its target audience.

In which exam component might the Tide advertisement appear?

The Tide advertisement could appear in Component One of the Media Studies exam, specifically in either the representation or audiences section.

What is the likely target demographic for the Tide advertisement based on the video guide?

The likely target demographic for the Tide advertisement is predominantly female, aged between 18 to 40, and likely white, reflecting the societal norms of the 1950s.

How does the video guide suggest the Tide advertisement appeals to its target audience?

The Tide advertisement appeals to its target audience through the use of beautiful women, direct address, language, intertextual references, fashionable dress codes, and images of household items that resonate with the target demographic.

What cultural symbol from the 1940s is referenced in the Tide advertisement?

The Tide advertisement includes a subtle intertextual reference to the wartime propaganda poster featuring Rosie the Riveter.

What aspect of the 1950s consumerism is highlighted in the Tide advertisement?

The Tide advertisement highlights the post-war consumerism boom by featuring a washing machine, which was a new and fashionable item at the time.

Why is the Good Housekeeping seal of approval significant in the Tide advertisement?

The Good Housekeeping seal of approval is significant as it was a respected endorsement that would attract women who aspired to be perfect housewives, suggesting that the product is of high quality.

How does the language used in the Tide advertisement target its audience?

The language used in the Tide advertisement, such as direct address with the word 'you' and aspirational words like 'miracle' and 'trust,' is designed to engage and persuade the target audience.

What audience theories could be applied to analyze the Tide advertisement?

Gerbner's cultivation theory could be applied to analyze how the Tide advertisement might cultivate certain ideas and viewpoints over time through repeated exposure.

How might different audiences respond to the Tide advertisement based on the video guide?

Different audiences might respond in a negotiated or oppositional way, especially those with feminist ideas, or they might use the advertisement for entertainment, information, or as an aspirational tool.

What does the video guide suggest about the role of repetition in the Tide advertisement?

The video guide suggests that repetition of messages in the Tide advertisement is used to cultivate the idea that Tide is the best product on the market, reinforcing this idea over time.