1) What year was the advert produced?
It was produced in the 1950's
2) How were women represented in most adverts in the 1950s?
They were presented as being domesticated and they had to work in the kitchen or doing any house chores, they were presented as being inferior to men as the men were the people who earned all the money and the women stayed home.
3) How does the heading message ('OMO makes whites bright') and typography promote the product?
It promotes it by saying that normal washing products won't just make your washing white, it shows that if you use OMO then it shows that it will completely make your washing white.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 women wear make up showing that they only care about their beauty, even though they are doing chores it still shows them as having to wear make up, their clothing is very vibrant and it shows that they still care about how they look in any way, the clothes are usually close to being like maid clothes, this shows that they are shown to be domesticated and should only stay in the house while, she is placed or shown as doing the washing while the man is nowhere to be seen, this means that the man is most likely working and earning the money while the woman is staying at home doing the washing and hanging the clothes meaning yet again they are being domesticated.
5) Why is a picture of the product added to the bottom right of the advert?
To show what the product looks like so if the people want to buy it in the store then they can find it more easily and to shows what it can do.6) What are the connotations of the chosen colours in this advert?
They show brightness of the clothes that the washing powder can really make any cloth colour bright or make white clothes even brighter than other washing product.7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
It uses an example of a mother and her child speaking to each other on how they should buy and saying that they it is so good it will "shake her" this means that this is the only washing powder in which will work properly
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
Yet again they are shown as being domesticated and having to do chores at home while the husband goes to work and earning money while the wife is doing things that don't earn money but just at home doing things that benefit the husband from doing housework.
9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
They want them to think that OMO is the only washing powder that can make clothes bright especially white clothes as they are even brighter than other colours, it also shows a conversation between a mother and a child who are discussing how good the product is and that they should buy it.
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 would be that the woman is just doing this as it is turn to do the washing as the husband and wife are having goes washing also it would also show that the woman has had a day off to wash the clothes just for this specific day, another thing would be that this OMO washing up powder is just scam and that it is a false advertising just to catch the eye of the consumer and so that they can earn money while their product lies to the consumer.
Grade 8/9 extension questions
1) How much do you think things have changed over the last 60 years with regards to representations of women in advertising? Give examples from a variety of adverts
They have changed as having equal rights and responsibilities, also anything that that offends any type of gender many people or the audience will take action, but now days of how women are portrayed is by being more sexualised than they have to be which shows that it has changed but the aspect of stereotypes is still around.
2) Read this Guardian feature on possible law changes with regards to gender representations in advertising. Do you agree with this approach?
Yes as they are now showing gender equality and mixing up their roles like women not being able to park a car is now that they are able to park a car like a professional or another example would be that men not being able to change nappies is now something they can now do. I think they are now starting to shows that both genders are able to do anything not matter what gender is is supposed to be assigned to meaning that they are all equal.
3) Now read this Guardian feature entitled 'Mad Men and invisible women'. Why does it suggest the advertising industry has 'failed to move on'? Do you agree? Read some of the comments below the article to get a range of differing views on this topic.
In some cases they have failed to move on as they show that women are supposed to be beautiful or supposed to be in a certain shape and that they shouldn't eat a lot, in other cases they haven't failed to move on as they show a range of diversity and gender equality as they show how they feel about men always being superior but not them, then they show how strong or as equal as they can be like men can be all powerful.
In conclusion, in some cases, yes they have failed to "move on" in certain circumstances but in other scenarios they appear to have "moved on" as they show gender equality and diversity between themselves and others and what they can do compared to other people.
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