Tide’s 1950 advert conforms to the advertising expectations of the period. Its use of Z-line layouts and illustrated imagery delivered familiarity to its audience; yet the product also tests advertising expectations of the time - using, notably, an intertextual reference to the iconic 'We Can Do It' propaganda poster in a bid to provoke a nostalgic or patriotic response from the product's female consumers. 

Contrary to the WW2 call for female labour, however, this poster’s female lead firmly repositions its readers within the domestic sphere - echoing the social changes wrought through wartime demobilisation. Neale would suggest that the poster, in this sense, offers genre driven familiarity, yet the unusual use of intertextuality also tests those expectations. The poster also departs from genre driven norms as a result its social and historical context.