OMO Advert

1) What year was the advert produced?

1955

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

As housewives/objects who are supposed to conform to their husbands and follow traditional societal expectations of women.

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

As a magical washing up detergent designed to clean clothing in the best way possible.

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 is centered wearing traditional feminine clothing and makeup, with a shocked impression implying that the product is working wonderfully. This clearly shows that a woman's role in society was to clean and do housework

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

To add detail and show off the product that they are marketing.

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

Red white and blue are the colours of the british flag. White is used predominantly to represent cleanliness and freshness

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

It adds extra detail to the advert for those who are already hooked in. For example, the line "This'll shake you, mother!" shows to the reader that women will be shocked when they use this product because of how effective it is.

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

Women are represented to be housewives/objects which was the typical sterotype of women in the 1950's. The woman in the advert is seen wearing makeup and hanging up clothes, a traditional expectation of women.

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

The producers wanted the audiece to think that this was a great product that all women should use

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 be offended by the way women were represented in this advert because nowadays there are more and more people advocating for equality and women's rights, which are trying to get rid of gender stereotypes.