Advertising CSP 1: OMO print 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? 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.

Women were represented as housewives that had to work hard, make sure that there hair and make-up is perfect and they had to be happy about working as housewives. Women were also represented as weak and fragile/emotional.

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

The anchorage text was used to show us that this is a news flash and that women had to buy this popular powder and had to be happy about cleaning. This is also a direct address to women since they have to hardworking housewives.

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?

Women have to look perfect while being hardworking housewives and that they had to be happy about it. The rolled up sleeves shows that housewives should be hardworking and that make-up and hair showed that they should always look perfect. Women were patronised and that they were only meant to be housewives.

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

To show that this popular washing powder should be bought by women.

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

It represents the British flag since this advert is just after WW2 

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

It uses the repetition of bright and white to imply that women should buy this powder. It also uses direct address as well to show that this what women are supposed to buy.

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

The key image refers to the stereotype that women need to look pretty, They are also portrayed to be doing housework and that they have to be happy about it as well.

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

That this product was extraordinary for washing clothes. Also it would be great for women to use when they clean

10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?

Some might be neutral to this advert. But some might be slightly offended by the portrayal of woman in this advert.

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