Tide And Downy Advertisement Analysis

Advertisement is information dispersed through audio, visuals and promotions to form communication between a business and customer over products and services. Today advertisements can be seen everywhere and each ad places an impact on people daily. Advertisements use persuasive language and promotes happiness through image in order to engage a targeted audience's attention. The advertisement that has been selected for this analytical exposition is a Tide and Downy advertisement promoting washing machine detergent. In order to deconstruct this advertisement, three signifiers are chosen and the denotation and connotation of these will be determined. The discourse and ideology of the signifiers will then be discussed. The Tide and Downy ad targets …show more content…
It can be seen that the bed sheets, curtains, walls, window frame and T-shirts in the image are all shades of white. The use of this immaculate colour in the image connotes comfort, peace and cleanliness through the fresh, spring feeling derived from the colour white. A discourse which correlates with this signifier is wealth. The colour white is considered to be luxurious and is associated with numerous luxury brands; including Apple, Nike, Adidas, Bvlgari, etc. Another discourse extracted from the signifier is stability. The white makes the family appear financially stable through the softness and protection that the colour brings and again the luxurious effect. The overall ideology of this signifier is that the family is an economically middle-class family. They aren’t eminently wealthy, though they aren’t struggling to provide food. They simply do well enough to afford a clean, safe house and purchase non-essential products such as fabric …show more content…
He is portrayed as a father cuddling his young son in bed. As the small family lay in bed, boy in arms, the father is allowing a supportive and safe environment for the boy to be in. As well as representing a benevolent father figure caring for his toddler. The main discourse depicted by this signifier is family. Though this family only consists of a boy and father, the family is seen as loving and happy through the actions of cuddling in bed. Another discourse extracted from the man is race, being from a presumed African decent. The ideology behind the portrayal of race is to prove the stereotype of black fathers wrong. In the past, black fathers have been racistly and stereotypically described as unsupportive, uncaring dads who leave their kids and stop all communication with them. This advertisement contradicts this stereotype by displaying the father as supportive and committed, most likely raising the child on his