OMO Advert:

 1) What year was the advert produced? 1955

2) How were women represented in most adverts in the 1950s? She is wearing excessive make-up and smiling directly at the camera , giving the expectation that women have to be perfect-looking and happy all the time. 

3) How does the heading message ('OMO makes whites bright') and the typography promote the product? The typography is comic-book like which were popular in that time and the slogan "OMO makes whites bright" is quite repetitive which is a persuasive technique. This all promotes the product as it catches peoples eye.

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 central image of the advert is the woman doing the washing, for her "costume" she is wearing a mint green jumper with the sleeves rolled up and colourful clothes over her shoulder. The sleeves rolled up could convey that she is hard working and the colourful clothes could tell us that she may have children to look after and who she is doing the washing for. The woman is also wearing heavy make-up , bright red lipstick,blush and her hair done up nicely. Reinforcing the perception that woman have to look perfect all the time , even in the comfort of her own home. Lastly the placement of the model suggests that it is a woman's job to do the household chores. Which is a really harmful stereotype that is conveyed to women and men.  

5) Why is a picture of the product added to the bottom right of the advert? So people know what the product looks like so they can buy it.  

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

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
The anchorage text use of persuasive language encourages the audience through "showing not telling ". For example the slogan OMO adds brightness to whiteness.

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes. The woman is wearing excessive make-up , conveying that women have to look perfect all the time , even when doing house work in the comfort of their own home. The women has a smile on her face, showing happiness , while she is doing housework. Showing that as a women you should be content in doing chores around the house. And lastly , the fact that it's a woman doing the house work for the add and not a man in the advert shows what they thought women were capable of during the time.

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 could be that their washing powder is the best of the best

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 this advert could be  that it might be a stereotype of women that could be a harmful ideology to advocate for. 

Extension task: Grade 8/9

1) How much do you think things have changed over the past 60 yrs with regards to representaion of women in advertising?

 I think women's representaion in advertising hasn't changed that significantly over the past 60 yrs. Women are still held to an impossible to reach standard looks wise but now it's more focused on how your body looks rather than your hair and make-up being the focus. eg. the beach body advert that was banned on the train.

2) How is the aftermath of WW2 reflected in the OMO advert? Why did many adverts in the 1950's strongly reinforce the stereotype of women being housewives and mothers?

After WW2 men wanted women to go back to their places in the house and give up the jobs that they were doing that were traditionally men's roles. This is refelected in the OMO advert as the women is centred at the person doing the house work as the advert is obviously targeted towards women. Many adverts in the 1950's reinforced the stereotype that women should be housewives and mothers only because the men wanted their jobs back. If they didn't put women back in their places they would have to split their wages with them and even pay them more. Which is something they were not prepared to do.

3) Read this Guardian feature on the possible law changes to gender representations in advertising. Do you agree with this

 approach?

 I agree with this approach. We're now in the 21st Century , we shouldn't be perpetuation such harmful standards towards men and women. These types of adverts advocating for women to have the "perfect body" or men being incapable of anything other than hands on work or a leadership type role, shouldn't be seen on television anymore. We can't be showing children this and somehow expecting better of them  when all we show on the internet are negative stereotypes. So I think it's definitely better to make our stance know as a country on this subject rather than letting our young kids see such things while growing up, we should break the cycle now or it'll just continue.

4) Now read this Guardian feature entitled "Mad men and invisible women". Why does it suggest the advertising industry has "failed to move on"? Do you agree?

This article suggested that the advertising industry has" failed to move on" as they're still stuck in their ways of portraying women as lesser individuals than men even now , well into the 21st Century.  I agree because even though they are obviously trying to show how up to date with "the times "they are , they fail to see the bigger picture. It's not just about showing women in a "not so sexist" way, it's about showing women in a positive light and airing that on TV to influense viewers into wanting to be themselves. Not a persona of what they're "supposed "to look like. In the last picture of the article they show a child kicking a sign that has the words "Can't be brave" crossed out. The child has a quote written next to them as well that says, " it's always the boys who question the girls in the stories. But girls can be brave and girls can rescue people too"-Amelia. This was a sanitary products ad. It was meant to uplift and empower women to be confident and brave, yet they counter acted all that work by having the entirety of the advert be blue. The child's clothes were  blue , the child was wearing long jorts-which is associated with boys-  blue shoes and the entire , the words on the sign were blue(they were crossed out with red though , since it's a period pad ad) and the entire background was blue. They subsequently ruined all the work that they did and squandered it by using a "boyish" colour. So yes i agree that the advertising industry has "failed to move on".