OMO CSP

1) What year was the advert produced?

1955

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

In the 1950s, women were presented as only being capable of cleaning and not having the mental capacity to do complicated tasks like men could. They were pictured as being obsessed with their appearance. They were often pictured with quite dumbfounded expressions on their faces and if they weren't made to appear stupid, then they were imaged in very superficial ways.

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

The typography used in the heading of the advert is a sans-serif font, which is associated with being modern. This makes the product seem more advanced and thereby appealing to the consumer. Additionally, the O in OMO is a bit larger than the other letters in OMO, which make it seem as if somebody is exclaiming the message, which makes the product seem like it is a shockingly efficient product. By using a short simplified sentence as it’s heading, it makes it easier for the USP of the product to be understood quickly. 

4) Analyse the mise-en-scene in the advert (CLAMPS): how is the costume, makeup and placement of the model used to suggest women's role in society?

The woman is pictured wearing towels and maid-like clothing, which makes it seem as though she is only a cleaner. Additionally, she is wearing makeup, which makes it seem as though she cares about her appearance so much that she'll do chores while wearing her makeup, which makes it seem as though women care about their appearance too much. By having her be stood behind a washing line, it further emphasises how much she cleans. The expression on her face is also quite foolish, connoting that women are unintelligent.

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

The picture of the product is added to the poster so shoppers can quickly identify what they are selling. 

6) What are the connotations of the chosen colours in this advert?

The colours used in this advert follow the same colour scheme as the product it is selling. The colour scheme is Red, Blue and White. The blue connotes water, the red connotes confidence in the power of the product and the white suggests sterility and perfection.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

Throughout the anchorage text, there is a constant reference to OMO and brightness. This passively embeds an associated of OMO with brightness into the consumer, making them think OMO whenever they want to have bright clothes. Also, by using a conversation between a mother and daughter in the anchorage text, the target audience (mothers) may feel more compelled to buying the product, since they would compare their child with the one in the advert. 

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

In this advert women are represented as cleaners since all the women in this photo is seen doing is cleaning. The stereotype that women are only slaves to their household is emphasised in this poster by having her appear to seem happy in doing the usually boring task. Women are also represented as being obsessed with their appearance, with the women in the poster wearing a full face of makeup for doing a simple task like cleaning. This supports the stereotype that women are superficial.

9) What is the preferred reading of this advert - what did the producers of the advert want the audience to think in 1955?

The preferred reading of this advert would be that their product is extremely effective and makes your clothes very white. This is because the woman in the advert is pictured with an expression which makes her seem very satisfied, connoting that if you have the product, you’ll be as satisfied as her. Additionally, the clothing line behind her has very clean, white and bright clothes, making the consumer think that the product is the best option for bright clothes. The heading message also emphasises how bright the product can make the clothes.

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 poster would be that women are being stereotyped and not represented accurately. People may feel as though women are being objectified, since she is pictured with a dumb expression on her face. She is also only seen cleaning clothes, which makes it seem as though women are to weak to do anything but domestic tasks.

Written By Aishwarya Odedra