CSP: OMO Advert

 1) What year was the advert produced?

 1955

2) How were women represented in most adverts in the 1950s?

Women were represented as solely focused on domestic work and that they enjoy doing it. Women were also seen as inferior.

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

It's a constant emphasis on perfection and it pressures women to be housewives. The typography is modern which emphasises the new, exciting quality of product. 

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?  

The woman in the advert has her hair and makeup done which reinforces the idea that woman should look and feel a certain way. The woman's sleeves are also rolled up in the image which suggests shes hardworking. 

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

The image of the product is on the advert to show audiences specifically target at women t see how the product is packaged to buy it at the supermarket. You could also argue that it also reinforces a stereotype that women have the role of shopping at the supermarket for groceries

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

The colours red, white and blue represent the Union Jack flag and present Britain as patriotic.

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

The anchorage text ‘millions of women’ reinforces the stereotype that the product is owned by all women  and by not purchasing it, women are missing out.

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

In the OMO advert, women are represented as dutiful and enjoying their work as they do it. The woman featuring the advert has a full face of makeup on and has a bright expression on her face which suggests she enjoys the labour. The connotation of her sleeves being rolled up suggests the women is hardworking.

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 of this text is that women should cater to their husbands and do all the menial tasks around the house as that is their job and they should look pretty whilst doing it. This is shown by the deranged smile on the women’s face.

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 may respond to this text as sexist and atypical since women have been fighting for their rights since the late 1900s. Considering women gained their vote to right in America in 1972, this advert is condescending.

Grade 8/9 extension questions

1) How much do you think things have changed over the last 60 years with regards to representations of women in advertising? Give examples from a variety of adverts

Over the last 60 years, women have been disregarded in adverts and they only feature adverts where they are doing domestic work or in the cosmetic business. The iconic Alcoa Aluminium advert “You mean a women can open it!” from the ketchup brand in 1953 in contrast to powerful female empowerment adverts made in the last few decades shows that as time goes on, inclusivity in media increases.

2) How is the aftermath of World War Two reflected in the OMO advert? Why did many adverts in the 1950s strongly reinforce the stereotype of women as mothers and housewives?

Many women wanted to partake in jobs after World War Two (whilst men were off at war) as they realised they were capable of working just like men and deserved equal rights. Women fought for their rights for many years after. Adverts strongly reinforces the stereotype of women being mothers and housewives to ‘remind women about their duties’ during the aftermath of war.

3) Read this Guardian feature on possible law changes with regards to gender representations in advertising. Do you agree with this approach?

I agree with this approach and that people are finally taking action by removing any media texts that depicts women as unable to take care of themselves. This is a stereotype that contradicts itself considering women give birth and take care of their children so they are capable of taking care of themselves.

4) Now read this Guardian feature entitled 'Mad Men and invisible women'. Why does it suggest the advertising industry has 'failed to move on'? Do you agree? Read some of the comments below the article to get a range of differing views on this topic.

I also agree that the advertising industry subtly reinforces stereotypes form the past decades and prejudice towards women to create word of mouth for what they are promoting.