Tide advertisements from the around the 1970’s only portrayed woman as washing the laundry. Perhaps our civilization has the image set that only women are the ones that do laundry and other household activities. What about men? Men are just as capable to wash their own clothes and clean the house. Tide ads from the 1970’s fit right into the category of women being somewhat degrading in comparison to men. “Equal opportunity regulations require the upgrading of women into high positions, but may woman who were offered positions had turned them down.” (DeSole 9) What this means is that in the 1970’s women were mainly advertised as being inferior to men. Women were apparently the only ones who use laundry detergents to wash all of their families’ clothes. But this is not only argument in Tide ads. Advertisements in general have changed drastically over the years. Ads have gone from simple black and white prints to prints with every color of the rainbow, from having so many details on one page to just the image of the ad being sold. Ads in general have gone from being a story on a page to a general image that catches the readers’ immediate attention. Tide ads have come a long way from the 1970’s to 2009. Around the 1970’s Tide ads were very verbose and mostly on cartoons. Women would be in the ads cleaning and showing off the
“miracle tide.” Now when looking at Tide ads, women are not singled out. The Tide product is being advertised on the paper print ad alone. The older Tide ad can be viewed from a feminist prospection and can also be asked why vintage advertisements are so different than new advertisements.
Why is it that Tide ads have changed their ways and gone from a woman’s story about the greatest laundry detergent to simple Tide products on a page with no woman or even man for that matter? The first Tide ad, which came out about in the 1970’s, is shown in a cartoon form. There is a woman on the page holding the Tide laundry detergent. The ad shows and explains how Tide laundry detergent works like no other laundry detergent. One very noticeable image is all the women on this page. For each description about how Tide is the worlds cleanest wash, makes the brightest colors, and whitest wash, is am image of a woman doing the job. There are absolutely no men in the ad. Did the media think that it was only a woman’s job to do all the household work? This was in fact a true conception around this time. “The ideology implicit in the advertisements is to clue housewives’ consciousness about their situation and their responsibilities.” (Fox 26) That means the media purposely puts women in home advertisements to prove to the public that women,
especially married women, belong at home cooking, cleaning, and doing other household duties.
The implication of women being singled out has changed drastically over time. In the second advertisement for Tide, all the audience sees is three Tide laundry products. The only thing consumers can...