Advertising CSP 1: OMO print advert

 1) What year was the advert produced?

This advert was from the 1955s.

2) How were women represented in most adverts in the 1950s? Add as much detail to this answer as you can as these are the social, cultural and historical contexts we will need to write about in the exam.

Representation of women from the 1950s  can be seen from the OMO advert through the use of the medium close-up shot in a high-angle which focuses out attention on her heavy make-up but also how inferior and powerless she might be compared to men. The use of a female character reinforces who the target audience is.

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

'Newsflash' (verbal code)  - heading of the advert. Design links to radio news (popular in 1950s). Also links to the image of the product synergy. Advert is targeting female audience.

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?

• props - clothing reinforces female domestic expectations. 
• makeup - reinforces felinity, appearance even when cleaning.

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

Product/pack shot (non-verbal + symbolic code): to recognise what the product looks like in the shops. Especially important to female audience. 

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

Colour scheme (symbolic + narrative code) :  red, blue, white similar to the union Jack flag sense of patriotic feeling because of the end of WW2.

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

Anchorage test (narrative + verbal code) : 

1) reinforces stereotypes that mothers are designated role as housewives - reinforces stereotypes. 

2) patronises and infantilises women-treats them like children -  more inferior?

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

"millions of women" (narrative code)  - a persuasive technique called a 'bandwagon' (creating an idea that everyone is consuming the product).

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 meaning for this advert may be that this advert is specially targeted to women and creates an idea hat women should the perfect. They make the woman in the advert look really happy which makes other females that come across the advert be interested to buying it.

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 may be that women are being made inferior and weaker, powerless and weaker than men which is controversial.