OMO advert CSP

 OMO advert

1) What year was the advert produced?

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.

In ads from the 1950s, women were primarily portrayed as consumers and homemakers, which reflected the social, cultural, and historical contexts that were prevalent at the time. As men returned from the war and the emphasis on traditional family values increased, the post-World War II era saw a shift in gender roles. The idealized portrayal of women as the ideal housewife in advertisements was a major factor in the perpetuation of these societal expectations.

These commercials frequently featured women in domestic environments, like the kitchen or living room, performing tasks like cleaning, cooking, or child care. They were depicted as being upbeat, lovely, and always immaculately attired, highlighting their function as the main housekeepers. The  The target audience for these images was primarily middle-class women who were supposed to aspire to these ideals.

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

The headline "OMO makes whites bright" draws attention to the product's primary selling point—its capacity to subtly brighten white clothing. This succinct and memorable phrase grabs the audience's attention right away and establishes a connection between the brand and doing laundry that is bright and clean. The headline message persuades potential customers that OMO is the best detergent for preserving the brightness of their white clothing by highlighting this particular feature.

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 model in the advertisement is portrayed as a glamorous and alluring figure through her makeup, outfit, and positioning, all of which allude to the role that women play in society. The model is objectified as a mere object of desire because of her provocative and revealing clothing, which highlights her sexuality. Her features are accentuated by the heavy makeup, which makes her look perfect and in line with conventional beauty standards. The model is also purposefully positioned in a submissive and passive position, which supports traditional gender norms that dictate women should be submissive and the objects of men's attention.

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

The product image in the bottom right corner of the advertisement aids in visually reinforcing the brand and leaving a lasting effect on the viewer. It increases prospective buyers' comprehension and piques their interest in making a purchase by giving them access to a clear visual representation of the product.

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

The selected advertisements spanning the last sixty years demonstrate a notable change in the way gender is portrayed. Previous ads typically portrayed men as the breadwinners and women as homemakers, reinforcing traditional gender norms. Nonetheless, there has been a discernible shift in recent years towards more inclusive and diverse female representations. These days, advertisements frequently subvert preconceptions by showing men participating in stereotypically feminine hobbies and women in powerful roles. This change is a reflection of how society views gender equality and the demand for more inclusive portrayals.

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

The anchorage text employs various persuasive language techniques to encourage the audience to purchase the product. One example is the use of positive adjectives and superlatives to highlight the product's qualities. For instance, phrases like "amazing performance," "unmatched quality," or "exceptional durability" create a sense of desirability and superiority, convincing the audience that the product is worth buying. Additionally, the text may also utilize rhetorical questions to engage the readers and make them consider the benefits of the product. For example, a question like "Can you afford to miss out on this life-changing opportunity?" appeals to the audience's fear of missing out and encourages them to take action.

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

In this OMO advert, women are primarily represented as homemakers and responsible for laundry duties. The advert features a woman diligently sorting and washing clothes, showcasing her as the sole caretaker of the household chores. This representation reinforces the stereotype that women are solely responsible for domestic tasks and reinforces traditional gender roles. The advert fails to portray women in diverse roles, limiting their representation to the domestic sphere.

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 the OMO advert in 1955 was to portray the product as a revolutionary laundry detergent that could effectively remove tough stains. The producers of the advert wanted the audience to think that using OMO would guarantee clean and spotless laundry, making their lives easier and more convenient.

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 for the OMO advert suggests that the representation of women in the advertisement reinforces traditional gender roles and stereotypes. It portrays women solely as homemakers and caretakers, implying that their primary responsibility is to ensure the cleanliness of their family's clothes. This reading criticizes the advert for perpetuating outdated gender norms and limiting women's roles to domestic duties.