OMO advert
1) What year was the advert produced?
it was produced in 1955
2) How were women represented in most adverts in the 1950s?
in the 1950s it was common for women to be stereotyped and be given domesticated roles such as to be a housewife and to be subservient to men and obey them.
3) How does the heading message ('OMO makes whites bright') and typography promote the product?
it suggests that by using OMO to clean your clothes it makes them more than white and cleans them like you've never seen before and emphasises that OMO is the best at cleaning clothes and to state that it makes white even more bright and white its further emphasising how well the product works.
4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?
in the advert the woman is made to look attractive and appealing to 1950s standards and she is made up using makeup (non verbal) which also ties in to link with the colour scheme as her lipstick is red and so are the colours featured. the women is being presented in a very glamorized way to make the domesticated role of being a woman look pleasing and acceptable because shes presented in a smiling manner and wearing makeup to look attractive whilst doing these household jobs.
5) Why is a picture of the product added to the bottom right of the advert?
the picture at the bottom right is featured so its recognisable to the target audience and so when they go to buy it they know what it looks like.
6) What are the connotations of the chosen colours in this advert?
the colours featured suggest happiness, joy and excitement. this is because the colour scheme is vibrant and 'bright' to reinforce the brand identity. the use of red connotes love, passion and beauty the use of yellow suggests positivity and happiness and this implies that the women is happy and passionate about doing the housework.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
in the anchorage we read a conversation between the mother and presumably her daughter, the child starts with an exclamatory phrase to introduce excitement for the product and then persuades the mother that it is the best cleaning detergent to use. it also reinforces the stereotype of women being domesticated as her child is also telling her to buy it which suggests even the child is being brought up to believe that women and the mother in the family are responsible of house roles
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
the stereotypes of women are that they are domestic and should only care for the family and look after the house and always look good doing it, as the woman in this is wearing makeup suggesting she is made up all the time even when shes only doing laundry.
9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
the preferred reading that the producers want you to take away from it is that women are made to be in the kitchen and to only do housework and clean- hence them featuring a woman in the advert and not a man.
10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
the oppostional reading that a modern audience would take from this , is that it is extremely sexist and offensive towards women. a modern audience would not agree with this as in a western society mostly all of us have adapted to believe women and men are equal and have equal rights. also in some way it suggests men are not able to take of themselves and care for their own needs, implying men are incapable of cleaning and cooking.
it was produced in 1955
2) How were women represented in most adverts in the 1950s?
in the 1950s it was common for women to be stereotyped and be given domesticated roles such as to be a housewife and to be subservient to men and obey them.
3) How does the heading message ('OMO makes whites bright') and typography promote the product?
it suggests that by using OMO to clean your clothes it makes them more than white and cleans them like you've never seen before and emphasises that OMO is the best at cleaning clothes and to state that it makes white even more bright and white its further emphasising how well the product works.
4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?
in the advert the woman is made to look attractive and appealing to 1950s standards and she is made up using makeup (non verbal) which also ties in to link with the colour scheme as her lipstick is red and so are the colours featured. the women is being presented in a very glamorized way to make the domesticated role of being a woman look pleasing and acceptable because shes presented in a smiling manner and wearing makeup to look attractive whilst doing these household jobs.
5) Why is a picture of the product added to the bottom right of the advert?
the picture at the bottom right is featured so its recognisable to the target audience and so when they go to buy it they know what it looks like.
6) What are the connotations of the chosen colours in this advert?
the colours featured suggest happiness, joy and excitement. this is because the colour scheme is vibrant and 'bright' to reinforce the brand identity. the use of red connotes love, passion and beauty the use of yellow suggests positivity and happiness and this implies that the women is happy and passionate about doing the housework.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
in the anchorage we read a conversation between the mother and presumably her daughter, the child starts with an exclamatory phrase to introduce excitement for the product and then persuades the mother that it is the best cleaning detergent to use. it also reinforces the stereotype of women being domesticated as her child is also telling her to buy it which suggests even the child is being brought up to believe that women and the mother in the family are responsible of house roles
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
the stereotypes of women are that they are domestic and should only care for the family and look after the house and always look good doing it, as the woman in this is wearing makeup suggesting she is made up all the time even when shes only doing laundry.
9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
the preferred reading that the producers want you to take away from it is that women are made to be in the kitchen and to only do housework and clean- hence them featuring a woman in the advert and not a man.
10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
the oppostional reading that a modern audience would take from this , is that it is extremely sexist and offensive towards women. a modern audience would not agree with this as in a western society mostly all of us have adapted to believe women and men are equal and have equal rights. also in some way it suggests men are not able to take of themselves and care for their own needs, implying men are incapable of cleaning and cooking.
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