1) What year was the advert produced?
1955
2) How were women represented in most adverts in the 1950s?They were treated as housewives and inferior to men.
3) How does the heading message ('OMO makes whites bright') and the typography promote the product?
It is a persuasive text which persuades people to buy 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?
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 makeup reinforces the expectations of 'perfection' (to look pretty even when doing house work). This also suggests that women shoulod be happy whilst doing work as she is smiling.
5) Why is a picture of the product added to the bottom right of the advert?
5) Why is a picture of the product added to the bottom right of the advert?
A pack shot is used to recognise the product in shops.
6) What are the connotations of the chosen colours in this advert - red, white and blue?
This is a British product and the product is in the colours of a Union Jack flag. This is because they are patriotic as WW2 just happened.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product?
7) How does the anchorage text use persuasive language to encourage the audience to buy the product?
It is patronising and infantilising women and reinforces the stereotype as inferior domesticated housewives/mothers.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
It shows that women are housewives and should be housewives. The advert says "This'll shake you mother!" which indicates the idea that this product is aimed and targeted at women which leads to the stereotype that women are domesticated.
9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
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 audience to think that only women should really buy this product as there is a woman in the key image in the centre of the advert and text which says "This'll shake you Mother!" which implifies the idea this advert is aimed at women. This makes people think that women are meant to stay at home and do cleaning.
10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
People will think that this advert is very stereotypical and that men should also be doing cleaning at home and they may get upset at the idea that women are seen as domesticated.
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