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?
They were represented as housewife's.
3) How does the heading message ('OMO makes whites bright') and typography promote the product?
It promotes the product as it's the best cleaning product and that millions of women use the 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 is wearing makeup and her hair is done which conveys that women should look good while they are cleaning.
5) Why is a picture of the product added to the bottom right of the advert?
To indicate what the product is which essentially is part of the key conventions called pack shot/product image and call to action.
6) What are the connotations of the chosen colours in this advert?
It connotes the main colours are red, blue and white which shows patriotism ; making an inference on world war 2.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
They use the phrase "today millions of women insist on this extra omo-brightness." Which indicates that the product is very good as a lot of people are using it.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
The representation of women is that they are a typical house wife.
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 for this advert is that women are supposed to do all the housework happily and that women are owned by their husbands.
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 is that women are not owned by men they don't have to do it.Modern society would be offended as the stereotype of a housewife is wrong as men in modern days do all the work that a housewife would do.
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.
Some aspects of many changes are that now women get to go to job and do all the work that men used to do.But still in modern day society,women still have to look and dress a certain way,such as girl teenagers and women have to have a certain body shape and dress in a way to show body/skin.
2) Read this Guardian feature on possible law changes with regards to gender representations in advertising. Do you agree with this approach?
I think the advert should be banned as many young girl teenagers feel insecure when they see this feel that they should dress and look a certain way.
3) 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.
They have failed to move on as they are still using stereotypes in advert.
The advert was produced in 1955
2) How were women represented in most adverts in the 1950s?
They were represented as housewife's.
3) How does the heading message ('OMO makes whites bright') and typography promote the product?
It promotes the product as it's the best cleaning product and that millions of women use the 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 is wearing makeup and her hair is done which conveys that women should look good while they are cleaning.
5) Why is a picture of the product added to the bottom right of the advert?
To indicate what the product is which essentially is part of the key conventions called pack shot/product image and call to action.
6) What are the connotations of the chosen colours in this advert?
It connotes the main colours are red, blue and white which shows patriotism ; making an inference on world war 2.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
They use the phrase "today millions of women insist on this extra omo-brightness." Which indicates that the product is very good as a lot of people are using it.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
The representation of women is that they are a typical house wife.
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 for this advert is that women are supposed to do all the housework happily and that women are owned by their husbands.
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 is that women are not owned by men they don't have to do it.Modern society would be offended as the stereotype of a housewife is wrong as men in modern days do all the work that a housewife would do.
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.
Some aspects of many changes are that now women get to go to job and do all the work that men used to do.But still in modern day society,women still have to look and dress a certain way,such as girl teenagers and women have to have a certain body shape and dress in a way to show body/skin.
2) Read this Guardian feature on possible law changes with regards to gender representations in advertising. Do you agree with this approach?
I think the advert should be banned as many young girl teenagers feel insecure when they see this feel that they should dress and look a certain way.
3) 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.
They have failed to move on as they are still using stereotypes in advert.
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