Advertising case study 1: OMO print advert

 1) What year was the advert produced?

This advert was from 1955

2) How were women represented in most adverts in the 1950s?

They were presented as weak and housewives and mothers. They treated women like kids (initialising). They think women should always look and act a certain way. In 1950s a women's life revolved around her husband and kids she never had any time for herself. Even when she was free she would either be cooking, cleaning or looking after her family.  

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

The heading promotes the product because it suggest that it will clean your white clothes so that they will glow, also the typography promotes the product because it is noticeable and is sans-serif which means its less traditional and more like modern.it also can suggest that its for middle class people and the product is very cheap. 

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 normal clothes a simple green dress just like a normal mother working at home. also hanging the white clothes , which shows that she likes and enjoying doing chores? which suggests they have to do household tasks and have to enjoy them too. otherwise the women has heavy make up on which is Another mise-en-scene that suggests for a woman to be beautiful and has to have  accessories and props and always have to look good for their husbands which suggests that men are controlling them and they always have to listen to the commands. 

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

The picture of the product is added at the bottom right of the advert because the producers want to make it not get in the way of the central image but make it noticeable enough so that women could find it easily in the supermarkets or shops when they go out. Plus it is at the bottom right because then once the female target audience read the anchorage text (bottom left of the advert) they’ll know once they see the OMO box that this is the product they need and the advertisement was talking about.

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

 The connotations of the chosen colours (colour scheme) in the advert white connotes pureness and peace which is purposely making it seem women should stay in they’re places and not be 'chaotic’ and 'disobedient' and just stay as housewives also because they want to make it stand out and easy for the target audience which is women to notice. Whilst the red and blue help make the white stand out or are used to repeat the same point which is "OMO makes white bright” connoting women are illiterate and dumb as the producers keep patronising the consumers. 

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 by using direct address ("you'll be an OMO fan to"). It also uses the repetition of "white" and "bright". Another way the advert uses persuasive language in the anchorage is by saying "this'll shake you, mother" and this is persuasive because they are also implying that this is great for mothers too. 

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

One representation of women that can be found in this OMO advert is in the central image which uses mise-en-scene - makeup which is used even whilst the women is in her home showing that women have been forced to follow the beauty expectations of society since a young age - reinforcing the stereotype that women in the 1950s were seen as mere objects used to please men even if it means sacrificing they’re own happiness or not even feeling comfortable and free in they’re own "homes". Also the representation of women being just seen as house wife’s and mothers not independent free women is shown in the anchorage text "This’ll shake you mother" which reinforces the stereotype of women being seen as tools who are tossed around and controlled around by men leaving a negative stereotype of women.

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 of 1955 would be that the producers wanted the target audience which were typical women of 1955 (mothers and house wives) to instantly by the product after they consume the advertisement and believe that they’re place in society was to stay under men and live as housewives rather than working which is shown with the central image model who is smiling. Overall leading them to reacting positively to the product like the producers wanted.

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 1955 OMO advert would be that a modern audience would believe the advertisement to be sexist and the producers being misogynists as women are objectified and negative stereotypes of women are reinforced rather than subverted in the advertisement of them being seen as nothing more than mothers and housewives. Many examples of this are shown in the anchorage text where women are patronised making a modern audience furious at the representation of how women are seen as tools which need to please men rather than themselves to be content. Also in the central image reinforcing the stereotype of women needing to dress up and look pretty for men making the modern audience shocked as most women do makeup for themselves to feel confident rather than for others. Overall leading them to reacting negatively unlike the producers had expected or wanted.