OMO Advert CSP

1) What year was the advert produced?

1955

2) How were women represented in most adverts in the 1950s? Add as much detail to this answer as you can as these are the social, cultural and historical contexts we will need to write about in the exam.

Women were represented as housewives and mothers. they were seen as inferior to men, focused to domestic work and sexualised. During WW2 Women worked traditionally male jobs whilst men were fighting, in the 1955 British society was still adjusting after the world war, many adverts tried to put women back into their traditional stereotypes.

3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?

It uses red blue and white colours which are the colours of the union flag, showing patrionism within the product. it uses a comic style design/callout which was popular at the time. the text is written large and bold so it is highly noticeable  

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?

Props - The clothes on her shoulder and towels being hanged reinforces domestic duties

Makeup - Reinforces beauty standards even when cleaning 

5) Why is a picture of the product added to the bottom right of the advert?

It is next to the slogan at the bottom so that it is noticed

6) What are the connotations of the chosen colours in this advert - red, white and blue?

Patrionism, They are the colours of the union flag

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

Persuasive techniques, It uses bandwagoning to make the audience feel like they are missing out on the product

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

It shows the woman in the advert as domestic, and a mother/housewife cleaning

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 is for the audience to see this as a washing powder that makes everything clean and 'white'.

10) What is the oppositional reading for this advert - How might a modern audience respond to this text and the representation of women here?

A modern audience would see this advert as sexist and racist, the representation of women as housewives would make a modern audience feel offended. the slogans used have a racist tone to it.

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