OMO advert: blog tasks
1) What year was the advert produced?
This 'Omo' was produce in 1955
2) How were women represented in most adverts in the 1950s?
Women were represented as housewives who stay home, don't work, look after the children, cook and clean the house while the husband worked.
3) How does the heading message ('OMO makes whites bright') and typography promote the product?
The heading message and typography constantly uses synergy with the whole poster to promote the message of OMO making everything 'bright'. 'Bright' connotes cleanliness, purity and white which helps to promote OMO as it is a cleaning product so bright is very important to 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?
The woman is wearing the costume of a cleaner/house maid and is pegging up sheets. This suggests that women have a domestic role in society and should be doing house work such as cleaning. Also, the model is wearing make up while looking at the camera happily. This reinforces the idea that women have to always look impossibly beautiful. Furthermore here happy facial expression implies that women should be happy and grateful to men for giving them the 'opportunity' to work and make their husbands happy.
5) Why is a picture of the product added to the bottom right of the advert?
A picture of the product is used to give the audience the knowledge of what the product is and to help link
the word 'OMO' and the word 'bright' to this picture so when you think of one you instantly think of the other 2 as well.
6) What are the connotations of the chosen colours in this advert?
The main colour, white, connotes cleanliness, purity and brightness. This creates synergy with the verbal codes on the page and imprints the link between OMO and 'bright' to the audience's mind. The black text stands out boldy on the white page and makes it easier for the consumer to read the typography. Yellow is also a bright colour which further reinforces the idea of 'bright'.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
The anchorage text uses direct address to subconsciously persuade the audience to buy the product - eg 'you've seen OMO brightness' 'you'll be an OMO fan' etc.
There is also lots of repetition of the words 'bright' and 'white' to interest and persuade consumers to choose OMO over other competitor.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
The representations of women found in this omo advert is that women are washing clothes. Back in the day women were seen as an housewives who cleaned, cooked and etc. That was the 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 producer wanted the advert to appeal to a female audience to make them feel they need to purchase the product to please their husbands and make themselves happy when they are able to clean to a new level of whiteness. Also, OMO may be attractive to men to buy for their wives to make them 'obedient' and happy.
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 of this is women are housewives and should do what their husbands should tell them to do. An modern audience would react in a bad way because in women want gender equality.
This 'Omo' was produce in 1955
2) How were women represented in most adverts in the 1950s?
Women were represented as housewives who stay home, don't work, look after the children, cook and clean the house while the husband worked.
3) How does the heading message ('OMO makes whites bright') and typography promote the product?
The heading message and typography constantly uses synergy with the whole poster to promote the message of OMO making everything 'bright'. 'Bright' connotes cleanliness, purity and white which helps to promote OMO as it is a cleaning product so bright is very important to 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?
The woman is wearing the costume of a cleaner/house maid and is pegging up sheets. This suggests that women have a domestic role in society and should be doing house work such as cleaning. Also, the model is wearing make up while looking at the camera happily. This reinforces the idea that women have to always look impossibly beautiful. Furthermore here happy facial expression implies that women should be happy and grateful to men for giving them the 'opportunity' to work and make their husbands happy.
5) Why is a picture of the product added to the bottom right of the advert?
A picture of the product is used to give the audience the knowledge of what the product is and to help link
the word 'OMO' and the word 'bright' to this picture so when you think of one you instantly think of the other 2 as well.
6) What are the connotations of the chosen colours in this advert?
The main colour, white, connotes cleanliness, purity and brightness. This creates synergy with the verbal codes on the page and imprints the link between OMO and 'bright' to the audience's mind. The black text stands out boldy on the white page and makes it easier for the consumer to read the typography. Yellow is also a bright colour which further reinforces the idea of 'bright'.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
The anchorage text uses direct address to subconsciously persuade the audience to buy the product - eg 'you've seen OMO brightness' 'you'll be an OMO fan' etc.
There is also lots of repetition of the words 'bright' and 'white' to interest and persuade consumers to choose OMO over other competitor.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
The representations of women found in this omo advert is that women are washing clothes. Back in the day women were seen as an housewives who cleaned, cooked and etc. That was the 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 producer wanted the advert to appeal to a female audience to make them feel they need to purchase the product to please their husbands and make themselves happy when they are able to clean to a new level of whiteness. Also, OMO may be attractive to men to buy for their wives to make them 'obedient' and happy.
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 of this is women are housewives and should do what their husbands should tell them to do. An modern audience would react in a bad way because in women want gender equality.
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