OMO advert CSP

1) What year was the advert produced?                                                                                                                                      The OMO 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.                                                     In most adverts in the 1950s women were represented as reliant on men and week, fragile, emotional, housewives and were meant to be tidy, well kept and beautiful. And the social context reflects the historical context since the advert was during the post war times and women were expected to go back to being housewives after doing the jobs to help during the war.                                                                                                                                                                                                                     3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?             The heading 'OMO makes whites bright' promotes the product because the colour of the text directly contrasts the background of it. This makes the text stand out more. This links to the reception theory as the preferred reading of OMO is that it makes your clothes 'white' and 'bright'. The advert also has a capital B in 'Bright' to emphasise on how bright it will make your white clothes or towels.                                                                                                                                                   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 quite a lot of make up and her hair is well kept and tidy. This shows that women were expected to be beautiful and tidy while doing all the housework. Also, her expression is that she looks quite pleased and happy. This implies that while being beautiful and tidy  when doing housework, they also have to enjoy it.                                                     

5) Why is a picture of the product added to the bottom right of the advert?
This is done because it serves as a pack shot. This is when there is a picture of the product so they audience know what it looks like when they go shopping. It isn't in the center of the advert since they wanted a picture of how well the product works.

6) What are the connotations of the chosen colours in this advert - red, white and blue?
Red, white and blue are the colours of the British flag. This advert wasn't too long ago from WW2 and this advert wanted to persuade women to go back to housework and being housewives as they were given jobs to help the war.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.                                                                                                                                                   
The anchorage text uses repetition of "Bight" and "White". The emphasis on bright and white shows how good this product is and this will persuade them to buy OMO         

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
You can find that they are represented as housewives and the stereotype is that they are expected to do the house chores like cleaning.

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 is that OMO makes your clothes and anything you need to wash clean, white and bright. Also, they wanted communicate that women belong in the house and can only be housewives.

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 shouldn't be housewives. An audience today would completely reject the preferred reading and probably get this advert cancelled if it was released today. They would be offended. 

                                                                       



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