Decoding Tide

Code:

The gesture code of the woman hugging the Tide product.

Connotation:

This has connotations of love and relationships and presents the product as having an important role in her life.


Code:

The use of superlatives, for example in 'World's cleanest wash'

Connotation:

This has connotations of superiority and conveys a sense of excitement.


Code:

Quite direct, says ''No wonder you women buy tide more than any other product!''


Connotation:

Another example of superiority.


Code:

Their technique / use of colour.

Connotation:

Used in order to attract the eyes of the buyers. Use of red (represents love) and yellow (which represents happiness)


Code:

The typography


Connotations:

The use of big bold letters and the colour blue (which represents intelligence and trust) shows that the product is trustworthy and that everything they're saying is factual.




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