'OMO advert CSP blog tasks'

 

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.

Women were mostly portrayed in ads throughout the 1950s via a limited perspective, which served to uphold social norms and established gender roles. During this time, advertisements frequently portrayed women as homemakers, highlighting their duties as spouses and mothers. These commercials generally promoted an idealised view of femininity, portraying women as lovely, obedient, and only concerned with taking care of their homes.These commercials promoted an idealised picture of the housewife, often featuring glamorously dressed ladies with faultless cosmetics and hairstyles. They were frequently portrayed as happy and content as they worked on household duties like cooking, cleaning, or taking care of the kids. These advertisements were meant to maintain the stereotype that a woman's main job was to maintain harmony in the home.

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 apparel. This succinct and powerful sentence captures the reader's interest and conveys the value proposition of the product right away. The header statement encourages potential customers to select OMO as their go-to laundry detergent by highlighting the desired consequence of having bright whites, which generates a good relationship with 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 mise-en-scene of the advertisement "CLAMPS" from Omo 1955 skillfully conveys the role of women in society by the model's placement, makeup, and outfit. The model's conventional, conservative attire highlights the social expectations that were put on women in that time period. In keeping with traditional notions of femininity, the model's inherent attractiveness is further emphasised by the sparse use of makeup. The model's placement in a domestic environment implicitly suggests that women's sphere of influence is limited and serves to further promote the idea that women's principal roles are those of homemakers and carers.

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

 At the bottom right of the advertisement, a product image is included to visually reinforce the brand and leave a lasting impact on the spectator. It seeks to draw attention and offer a clear visual depiction of the offered goods by placing the object in a prominent location.


6) What are the connotations of the chosen colours in this advert - red, white and blue?
The colours may refer to the UK flag as WW2 had recently ended with UK achieving victory


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

 The anchorage text uses persuasive language in several ways to encourage the audience to buy the product. Firstly, it employs strong and positive adjectives to describe the product, creating a sense of desirability. For instance, phrases like "revolutionary technology," "unmatched performance," and "ultimate satisfaction" are used to highlight the exceptional qualities of the product. This language aims to convince the audience that the product is superior and worth purchasing.

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 from 1955, women are primarily portrayed as homemakers and caretakers. The advertisement features a mother figure, dressed in a neat and tidy outfit, happily doing laundry with OMO detergent. She is shown diligently scrubbing clothes, with a smile on her face, suggesting that using OMO makes her household chores easier and more enjoyable.This representation of women reinforces the gender stereotype of women being responsible for domestic tasks and maintaining a clean home. It positions women as the primary users and decision-makers when it comes to laundry products, perpetuating the notion that women's roles are confined 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 this advert is that the producers wanted the audience to perceive the product being

 advertised as innovative, modern, and essential for a contemporary lifestyle in 1955.The producers of the advert wanted the audience to think that by using the product being advertised, they would be keeping up with the latest trends, embracing progress, and enhancing their quality of life in 1955.

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

One interpretation of the Omo 1955 advertisement that could be seen negatively is that it fosters negative assumptions about women and traditional gender roles. The advertisement places women exclusively in the home, showing them as in charge of housekeeping and laundry. A modern audience that expects more diversified and empowering portrayals of women in commercials may find this representation to be constrictive and retrograde.The way ladies are portrayed in the Omo 1955 advertisement may elicit negative reactions from a contemporary audience. Given that it perpetuates gender stereotypes and largely portrays women as homemakers, some may view it as antiquated and sexist. It's possible to see this picture as ignoring the advancements made in gender equality and the evolving roles of women in society. Advertisements may be expected by a contemporary audience to have more inclusive and powerful depictions of women that defy conventional gender stereotypes.