An introduction to the set text of Tide for component 1 of the new eduqas media spec. Includes context about the product.

1. Advertising

3.  Designed specifically for heavy duty,
machine cleaning.
 Procter & Gamble launched Tide in
1946 and it quickly became the brand
leader in America. IT STILL MAINTAINS
THIS POSITION TODAY.
 The D’Arcy Masius Benton & Bowles
(DMB &B) agency handled P&G accounts
throughout the 1950s.
 The campaigns referred explicitly to P&G
because their market research showed
that consumers had high levels of
confidence in the company.
 Uniquely, DMB & B used print and radio
campaigns concurrently in order to build
quickly audience familiarity with the
brand.
 Both forms used the “housewife
character” and the ideology that its
customers “loved” and “adored” Tide.

4.  What were women’s roles in the
1950s?
 What were men’s roles in the
1950s?
 Why is this significant to the Tide
advertisement?

5.  During the 1950s, consumer
culture was very much in its early
stages with many ‘new’ brands and
products entering the markets.
 Potential customers needed more
information than a modern
audience would.
 Why do you think this is?
 What other products do you think
could have been becoming more
desirable?

6.  Research other advertisements for
P&G that were managed by
DMB&B.
 You should make note of the
similarties and differences.
 Pay close attention to the
representations you can see.