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Advertising and Marketing

The Tide print advertisement (1950s)

  • 3 things to know
  • Component 1

Overview

Effect of the advertisement's colour palette and function of hyperbole in the Tide copy.

What you need to know

Answer each one before you reveal it.

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Key term

Introduce the Tide advertisement: its product, its market claim and its central image.

Numbers

Which company produces Tide?

Key term

Why was Tide significant when it launched?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Which company produces Tide?

    Model answer

    Tide is a laundry detergent produced by Procter & Gamble. The brand launched in the United States in 1946.

  2. 2

    Why was Tide significant when it launched?

    Model answer

    Tide was marketed as the first heavy-duty synthetic detergent for the automatic washing machine. The product promised results that traditional soap powders could not match.

  3. 3

    Describe the composition of the 1950s Tide print advertisement.

    Model answer

    A smiling woman and the product packet dominate the frame in bold primary colours. Large display type and the concentric Tide logo fill the remaining space.

  4. 4

    What is the effect of the advertisement's colour palette?

    Model answer

    Saturated orange, yellow and blue create energy and make the page impossible to ignore. The bullseye logo repeats the same colours so the brand is unmistakable.

  5. 5

    What does the slogan 'Tide's got what women want!' claim?

    Model answer

    The slogan claims that the product answers a desire shared by all women. Exclamation and contraction give the line the force of speech.

  6. 6

    How does the advertisement use direct address?

    Model answer

    The model looks out at the reader and the copy speaks to 'you' directly. Address positions the reader as the woman being spoken to.

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AWoman's Hour began on the BBC Light Programme in 1946.
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