One would be able to say that this ad was written for wives and mothers across the nation. The ad specifically states that the “Missus” will use the Tide detergent, not males and females. This statement would cause some sort of controversy if used today. This is probably one of the biggest changes about today’s society to the society in the 1950’s. Back then, women were expected to stay at home, clean the house and raise the kids. In contrast, today, women are more involved in working leaving less time for them to be responsible for all the cleaning tasks. In some households, the task of laundry may be split between the both of them, not just the wife. The man’s button down shirt shows that he has a white collar job, making him look professional and sophisticated. Other men who see this ad would correlate Tide with being successful. They may begin to believe that if they wash their clothes in the detergent that they too will have a prosperous future as well. Also, the couple in this ad is both Caucasian. This quality may turn off buyers of different races.
Furthermore, this advertisement can be pinpointed to say that it uses pathos and ethos to convince viewers that Tide detergent is the best. As stated above, women did all of the laundry in this time frame. Since the man’s shirt is so bright and clean from using the soap, it displays that the man’s word is trustworthy and reliable. This is an example of ethos being used. Pathos can also be argued because certain words are specifically used to get emotion out of the target audience. This like brighter and cleaner will go into a readers mind as positive things, making them want to buy the brand. Pathos was also used when the wife showed her love towards her husband and when the husband was matched with being successful. Both of these things carry emotions with them that can make viewers feel as if tide will make them more fitting to the American dream.
The second advertisement is much more current than the last. One would easily be able to tell the differences in time periods between the two. Taking up the majority of the page is a large picture of a girl around the age of four. She is sitting on her kitchen floor, smiling at the camera with joy filled in her eyes. It appears that she had got into the chocolate cake mix. The mess of the mix is spilled everywhere, especially all over the little girls light blue shirt and jeans. Under the picture the words, “Having kids make you want to hit the bottle,” can be read. After looking at the ad, one would be able to say that mothers and fathers are the intended audience because they are always trying to find ways to get their families messy stains out of their clothes. Unlike the other ad, not one specific gender can be pinpointed because in the current time period, everyone seems to take equal responsibility of the laundry. Furthermore, one race is not directly intended for this ad. It’s more about the parenting than ethnicity.
The meaning behind the ad is trying to say that having kids is never an easy task. There are a variety of unexpected things that could go on in a parents’ life, one being shocking messes. The ad wants people to know that when unexpected messes come ones way, they can always count on tide to make some situations better because one shouldn’t have to struggle. In addition, Tide can also be seen as trustworthy in this ad because parents trust Tide to get the stains out as well as let it touch the clothes that their children wear. Also, the makers of this ad use a funny and catchy slogan under the picture. Parents will appreciate this slogan seeing the Tide has sympathy for the unexpected things their kids may become involved and in turn will choose Tide over other brands.
After reviewing the components of this ad, one would be able to say that pathos was used to persuade viewers. Pathos is known for using emotion to connect what the author to the readers. Here, the picture of the little girl is wrapped up with so many emotions including frustration and annoyance. All of these are things that parents can relate to and shows them that Tide understands that parenting can be a challenge.
Both of the ads work together to say that they believe Tide is best detergent on the market. It’s not only reliable but claims to work by cleaning clothes better than other. Some may beg to differ with what the ad says. According to an author, Tide has been tested and shown to contain carcinogens, which could be dangerous to the health of families using the detergent (Amy Westervelt 2012). These carcinogens are shown to cause cancer. No parent or wife would want to put others in their family around these types of chemicals. Nowhere on these ads does it inform viewers that the detergent contains these harmful chemicals.
In conclusion, Tide detergent ads contain more meaning than one would believe. They come off to their consumers as a trustworthy and well cleaning product, but there are negative sides to the product as well. When choosing the best ad to cover up the detergents flaw, the second younger ad should be picked. Unlike the first ad, this one uses pathos to show sympathy and a greater emotional connection to its parental viewers. It also speaks to a wider variety of people, being both mothers and fathers, not just wives. Furthermore, it shows that it can be trusted when it comes to one’s child, making it seem very safe and reliable.
Source: https://alexandrianichols.wordpress.com/2013/04/12/essay-2-tides-advertisements-take-on-different-twists/
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