Download Advertising Age - 21 March 2011 by Abbey Klaassen (Editor) PDF

Download Advertising Age - 21 March 2011 by Abbey Klaassen (Editor) PDF

By Abbey Klaassen (Editor)

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Extra info for Advertising Age - 21 March 2011

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That women caught the spirit of this copy has been shown again and again in house to house investigations. ” They investigated, through interviews with women, the efficacy of their brand message, that is, the magical transformation of drudgery, as conveyed by a particular representation—the THE LAUNDRY ROOM 23 housewife. A French maid might be pictured to additionally convey the luxury of the product, but the brand’s essential message remained linked to the housewife and “her pride and interest in housekeeping,” offering her “a better, quicker, easier way” to do her laundry.

In the first radio ads, catchy ten-second spots featured a musical jingle “Tide’s In, Dirt’s Out. ” Importantly, the agency linked radio ads to print ads. 42 Hobler must have simply taken it for granted that the housewife figure would appear in these ads: all the Tide marketing strategies relied on a representation of a highly idealized housewife transforming laundry into family care. For example, the very first Tide television commercial sought to create a brand image for Tide that linked the product to an emotionally rewarding day with the kids at the beach.

What a difference it made not having to rinse those heavy things! I kept peeking at the wash on the line—to see what would happen. Well, my blankets dried so fluffy and smelled fresher than if they’d been rinsed. . Seeing is believing, but I still can’t get over the way No-Rinse Surf got my husband’s shirts so white—without a bit of bleach or hard scrubbing! I washed in half my usual time—and even ironing seemed to go easier. This ad clearly referenced the work of laundering, making the typical promise of total relief, extending even to the ironing.

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