CSP - OMO Advert

1) What year was the advert produced? The year the advert was produced in was 1955.             

2) How were women represented in most adverts in the 1950s? Women in most 1950s adverts were presented as object and someone who is only suppose to please a man so they can be happy. They are also sexualised in the 1950s adverts rather than being shown as independent and powerful people.

3) How does the heading message ('OMO makes whites bright') and typography promote the product? The heading message of 'OMO makes white bright' and typography which is serif promote the product by making it the font bold and large to make it stand out to the target audience which was women and making the women wanting to buy the product because they noticed it.

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? In the OMO advertisement mise-en-scene is used in the central image where the advertisement model who is a women is shown wearing heavy and large amounts of makeup connoting there were a lot of beauty standards for women in society back then and that they had to always look good and beautiful so they could 'please men. Another way mise-en-scene is used in the central image is the women’s facial expression showing a grin and smile connoting that a women’s place is to stay at home and do chores such as cooking, looking after children and washing - also showing that if a women follows societies expectations of a conventional women in the 1950s they would be happy and joyful. 

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 used persuasive language to encourage the audience to buy the product by repeating the phrases "bright" and "white" which makes the terms stick in the female audiences head making them remember the product when they go to a store and buy it. Also the use of "you" making the audience feel like they are being directly talked to or even commanded which the producers may hold happens so they’ll buy the product OMO.

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.