CSP - OMO print advert

1) What year was the advert produced?
1955

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

Women were represented to be working all day at home rather than being the breadwinner of the family. They would cook, clean, sew and generally just look pretty whilst the men earned money and handled business.

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

 The border of the heading message is arranged like a flash which connotes to brightness. The backdrop of the text is white to show the whiteness. The typography used is Sans Serif to be more general, modern and relatable to the target audience.

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? 

Her sleeves are rolled up to suggest she had just finished the washing. Despite her laborious task, she still manages to be wearing bright red lipstick and makeup which promotes the feminine aspects of the task. The lighting seems to be coming above from the heading message which could signify the brightness of their product/statement. This could also have a double meaning because by the light coming from the heading message and shining onto her already white skin, it is making the white brighter.

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

The product image is a general convention of an advert. Not only does this one particularly match the colour scheme, it also displays the product so the target audience know what it looks like when they buy it/are looking for it.

6) What are the connotations of the chosen colours in this advert?

The main colours are a rose red, white and bright sky blue. These colours link to the fact that this is a British distributed product. The blue could symbolise serenity or cleanliness as it connotes to water or bubbles. The bright red draws the attention of the public viewing the advertisement.

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

The anchorage text clearly states the function of OMO and the unique selling point of how it doesn't just make white things white again, it also brightens the clothing you are washing.

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

 Her sleeves are rolled up to suggest she had just finished the washing. Despite her laborious task, she still manages to be wearing bright red lipstick and makeup which promotes the feminine aspects of the task.

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 may have wanted the audience to think that OMO stands out from the other cleaning products because it specifically targets the tone white to improve and make it better than new.

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 op-positional reading could be that women are misrepresented in this advert and that the producers were  overly sexist towards their target audience. Also, the heading "OMO makes whites Brighter!" could refer to the fact the white lady is smiling therefore she is "bright" (happy). Furthermore, this only refers to the white population, would this mean that people of other ethnic backgrounds could not purchase OMO or would not be happy with their results?

Grade 8/9 extension question
How much do you think things have changed with regards to representations of women in advertising? Give examples from a variety