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Key text: Tide

Advert Analysis

Background: Procter & Gamble launched Tide in 1946 - traditionally heavy usage washing. Became a brand leader in America and remains a leading brand. Marketing research revealed that P&G was a trusted company so they put their name in lots of their adverts. Used radio and print adverts to build familiarity - continually used the 'loved' and 'adored' ideology of their mascot the housewife.
Very wordy. Gives across a lot of information whereas nowadays adverts are blunt and straight forward. 
Catchy slogan to appeal to the target audience.
Ubiquitous smile to reinforce ideas that product is amazing - hugging box with love hearts. A symbolic code is shown in use of red because the red text implies passion which links with the exaggeration of the love for the product.'You women' - very specific target audience.
Proairetic code is shown within the description of the product and it's properties. Emphasis on the positive superlatives 'Cleanest', 'Whitest', 'Brightest' makes use of this code by using hyperbole to exaggerate to the highest form the properties the product contains. 
Hermeneutic code also applies here because this description of the product creates the mystery surrounding whether it would actually do everything it says.
Sans-Serif font is used to create an informal and friendly tone within the advert.
Using the word women to build a sense of community "got what women want", "you women" suggests an elite/special group of women using the best products.
Ideology - women should love cleaning shown by the woman holding the product with the hearts. Women should be housewives. All the women are pictured cleaning and the name of the mascot is the housewife. women don't have intelligence - they're hugging the soap box. It's weird. 
Cultivation theory women love housework and being housewives.
Hegmonically stereotypically attractive woman 
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