OMO advert CSP blog tasks
OMO advert: blog tasks
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.
In most adverts in the 1950s, women were presented as housewives and mothers. They were told to behave in certain ways and follow certain expectations. Additionally, women were expected to not only behave in certain ways but look in certain ways; they were expected to wear makeup and look nice and well- presented whilst fulfilling their jobs as housewives and mothers. Lastly, women were expected to be happy as housewives and mothers since world war 2 was finished and over with and they could go back to their normalised stereotypical lives.
3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?
The heading message uses rhyming words to emphasise their point on how the product will help them.
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?
Costume: the woman is wearing clean clothes as she is cleaning and she has clean clothes draping over her shoulder as she is doing the laundry
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 most adverts in the 1950s, women were presented as housewives and mothers. They were told to behave in certain ways and follow certain expectations. Additionally, women were expected to not only behave in certain ways but look in certain ways; they were expected to wear makeup and look nice and well- presented whilst fulfilling their jobs as housewives and mothers. Lastly, women were expected to be happy as housewives and mothers since world war 2 was finished and over with and they could go back to their normalised stereotypical lives.
3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?
The heading message uses rhyming words to emphasise their point on how the product will help them.
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?
Costume: the woman is wearing clean clothes as she is cleaning and she has clean clothes draping over her shoulder as she is doing the laundry
Make-up: The woman is wearing a full face of make-up and his suggests that women were expected to look nice and well-presented while enjoying their jobs as housewives and mothers.
5) Why is a picture of the product added to the bottom right of the advert?
5) Why is a picture of the product added to the bottom right of the advert?
The image of the product is added to create a vision for the audience so that they can recognise the product when they go to the supermarket.
6) What are the connotations of the chosen colours in this advert - red, white and blue?
The colour scheme represents the British flag and how world war 2 came to an end and also how the product also represents the war and how now that it is finished people can go back to their daily normal lives and women particularly can go back to cleaning safely.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
The anchorage text uses persuasive techniques such as repetition of the words white and bright to make a point and the tone is patronising and treats women as if they were children.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
This advert is sexist and stereotypical towards women because it commands them to clean and be happy (as of the expression on the woman's face) as a housewife and mother. Also, it demands them to look appealing whilst doing so as of the makeup on the woman's face. In addition, this might be offensive towards women as it is clearly directed to them, even though things have changed since the 1950s.
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 that the advert is trying to persuade the audience to buy their product and this is proven by the slogan which include the words whiteness and brightness as it is repeated throughout the advert so it emphasises the key highlights and benefits of the product.
10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
6) What are the connotations of the chosen colours in this advert - red, white and blue?
The colour scheme represents the British flag and how world war 2 came to an end and also how the product also represents the war and how now that it is finished people can go back to their daily normal lives and women particularly can go back to cleaning safely.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
The anchorage text uses persuasive techniques such as repetition of the words white and bright to make a point and the tone is patronising and treats women as if they were children.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
This advert is sexist and stereotypical towards women because it commands them to clean and be happy (as of the expression on the woman's face) as a housewife and mother. Also, it demands them to look appealing whilst doing so as of the makeup on the woman's face. In addition, this might be offensive towards women as it is clearly directed to them, even though things have changed since the 1950s.
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 that the advert is trying to persuade the audience to buy their product and this is proven by the slogan which include the words whiteness and brightness as it is repeated throughout the advert so it emphasises the key highlights and benefits of the product.
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 oppositional reading for the advert is that a modern audience might think of this advert as sexist, stereotypical, bias and offensive as it is only directed towards women and demands them to act in certain ways.
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