Tide: Theory - Claude Lévi-Strauss

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  • Tide: Theory - Claude Lévi-Strauss
    • In this text 'Tide gets clothes cleaner than any other washday product you can buy' and 'There's nothing like Procter and Gamble's Tide', reinforces the conceptual binary opposition between Tide and its commercial rivals
    • It's also 'unlike soap', gets laundry 'whiter...than any soap or washing product known' and is 'truly safe' - all of which connotes that other, inferior products do not offer what Tide does
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