Conventions of print adverts.

Z-line: The way the audience is drawn across the advertisement.

Rule of thirds: When the advert is split into 9 sections, the middle section, in the second third, is where the audience is naturally drawn to.

Headings and Subheading: Used to signify a title of a whole page/article and to title smaller subjects within a page/article. Very commonly larger than all other text.

Serif font: Small additions to letters in a font. Formal.

Sans-serif font: No small additions to letters in a font. Informal.

Lexis: The choice of language.

Mode of address: The type of way it addresses a person.

• Bold, vintage and exaggerated. 
• Target audience: housewife.
• The colour red expresses the happiness and affection as it relates to romance.
• Lots of words, gathering as much information as possible. Most likely in a magazine as the reader will have time to read.
• The character in the advertisement is consistently smiling in every image. It shows how much she likes the product by physically hugging the product.
• The advert makes an assumption that woman should love cleaning.

Context:

• Proctor and Gamble was a very trustworthy and well known company by consumers.
• Tide became the most bought product in America during its time of sale.

Codes behind the advertisement:

• The advert includes a symbolic code through the close up image of the woman hugging the tide box, this expresses how effective the cleaning product is and how happy and satisfied she is with the product. 
• The constant use of her smiling is symbolic to show how this cleaning product has changed her life.
• The proairetic code is showing subtly how life changing the product is.
• The San-serif font is friendly and symbolises how reliable the product is.

Modes of Address: The ways in which a media product 'speaks' to it's audience.

The use of word want, makes it seem to the audience that if you don't have tide you're not 'with it' and essentially an outcast. Superlative language such as 'cleanest', 'whitest' and 'brightens' shows a very positive attitude upon the advertisement. It heavily digs in their statement that Tide is such a good product. The 50's phrase 'sudsing whizz' is used to show informality and slang in order to relate to audience and create a realistic situation.