Layout and design
The layout has a main image and some small images. The main image shows a woman hugging the product. Back in the 50's this was acceptable with the women staying at home doing the chores. The use of the language such as "you" shows that the target audience for this is women. The use of the sentences such as "TIDE'S GOT WHAT WOMEN WANT!" and "No wonder you women buy more TIDE than any other washday product!" connotes that women are used to being at home and that by buying this it will save them time and help them with their chores. This picture is actually aspiring back then because whilst the men was at war/ returning from war the women would be home so having technology like this was quite exciting for them as it saves them time.
Lighting and colour
The picture itself is quite bright and seems very positive, including the main selling colours black, white and red to help catch the readers eye to get them to notice it. The pictures included show positivity as the main women is looking glamorous and smiling with her new product. This can help the target audience (women) want to buy this product as it is aspirational to other women.
Images
We have the main image which was discussed in the above paragraph. Another image used is a woman holding a sign that summarises that no other soap brand will beat this product and how it is the best in the market. In the bottom right we also have the two women discussing how clean there clothes are, this technique used was primarily used to try and get women to think that this was the next best thing and how it would make their lifes so much easier than what it was. However today if someone released an advert like this it would get demonitised so fast as women now have more rights now then compared to then and it would be sexist to subject women to only in the house.
Clothing /props/ gesture/expression
The main gesture used in this advert is the main image in the middle where the woman is hugging the product having love hearts above her. This connotes how much she loves this product and it would be seen as having this product it would make your life much easier if you stayed at home doing washing/ cleaning etc. The headband she wears also shows she is a stay at home housewife because it keeps her hair in place so when she's doing her chores it won't get in the way.
Hard/soft sell
I think this is quite a hard selling advert as it uses direct language such as "WHAT WOMEN WANT". I also believe it is hard selling because it would have been great for the women back then due to how much easier it would've made everything much easier for them so it would've been a very effective advert.
Unique selling point
The USP of this advert would be the sale lines. The use of "Tide gets clothes cleaner then any other washday product you can buy". The use of sales lines like that will reach the target audience and for back then there may have not been as many products out there so this could've dominated the overall market.
Stuart hall's reception theory allows us to see the three different readings from this advert, the positive reading, the negotiated reading and the oppositional reading. The positive reading from this advert would be that this product is made to help the women and shorten the duration of certain chores allowing them to have more rest time. The negotiated reading would be it's nice that they doing this for women however they still at home working and it hasn't changed that. Then there's the Oppositional reading which would be this doesn't help at all because all it is doing is helping a woman with one job however they still working really hard day in day out.
the 1950s consumer and technology boom
the stereotypical housewife representation
the American dream
1950s fashion and film imagery
