1) What year was the advert produced? the advert was made in 1955
2) How were women represented in most adverts in the 1950s?
A woman in the 1950s was treated bad and was represented as cleaners and house wives
3) How does the heading message ('OMO makes whites bright') and the typography promote the product?
the heading message gives an idea to the audience that this product isn't ordinary, instead it is more effective and longer-lasting than all other detergent products. - the colour white connotes purity and cleanliness
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?
costume :
in the advert you can see that she has on an apron and that she has maybe a glove or a towel on her shoulder.
lighting :
the lighting seems quite bright and it doesn't seem like it was shoot in a dark area probably to make the stuff on the washing line seem brighter.
actor placement and movement :
they made this lady in the picture seem as she is putting up washing and they made her make a shocked face whilst looking into the camera.
make up :
her make up doesn't seem like she has any on but from what i can tell she has bright red lipstick on.
props :
i can see that there is a washing line in the back with white clothing on it and what it looks like it appears that there is a box at front probably is the product that they are advertising.
setting :
it looks to be a blue background that they have probably edited in or maybe took the picture at but from the washing line i think its supposed to be outside in like a garden or something.
5) Why is a picture of the product added to the bottom right of the advert?
i think they did this so that people can see how the product looks and maybe look out for it the next time they shop.
6) What are the connotations of the chosen colours in this advert - red, white and blue?
i think they done this because it makes a good contrast on the colours and that white reallly stands outwith all the other colours.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
in this advert they use a lady cleaning and putting washing up they could've used a man but they chose a lady because in the 1950 there were a lot of stereotypes going around about woman only being a house wives.
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 women are supposed to do all the housework happily and that women are owned by their husbands. This is shown by her happily hanging all men’s clothes with a deranged smile on her face and also by the red lipstick she is wearing which connotes sex as well as the dress.
10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
A modern audience would consider this advert sexist and racist because it wasn’t until 1972 that woman got equal rights in America and the anchorage text “OMO makes white bright” and since the woman is white it may suggest without OMO “whites” are not “bright” or less subtle without OMO white people are not smart.
- kamari
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