OMO advert

1) What year was the advert produced?

The advert was produced in 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.

In the 1950s, women where presented as vulnerable and delicate and always under the control of men. They believed men where in power and control and women where only there to cook and clean for men hence why most adverts for cleaning featured only women. This is because, men wanted to have power and feel more powerful than women.

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

The heading message and the style of the text promotes the product by making it bold to show importance. The design of the background shows that is it bursting out of explosion to show that the product makes the audience shock by how effective the product is.

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 advertisement, the actress had heavy makeup, displaying the stereotype that woman should care about their appearance, even in their own house. It is also shown in the image that the woman is hanging the laundry on the washing line, subconsciously affirming that a women's role should be at home and doing chores.

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

For the audience to recognise what the product looks like for when they are in the shop

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

The symbolism of the colours are for the recent world war sparking patriotism within the country which relies on the public's support of Britain.

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

It uses repetition to solidify the phrase 'White and bright' 

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

In the advert, it uses outdated stereotypes for women such as their role in the house being that they clean, cook and take care of the kids which directly markets to them through a cleaning product.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

That the cleaning product would be used by the women to clean laundry and make her happier by fulfilling her role 

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

That the advert is sexist and uses the common role of a housewife in the 1950s to profit as well as using stereotypes that demeans women.