OMO CPS

 1) What year was the advert produced?

the advert was produced in 1950


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.
They was represented as housewives/mothers and living up to "standards".

3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?
Its persuasive and it tells you the main reason of the product

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?
Women should be perfect and be "perfect"

5) Why is a picture of the product added to the bottom right of the advert?
Its a packshot and its there to show what it looks like so people can buy it in stores

6) What are the connotations of the chosen colours in this advert - red, white and blue?
this advert was shortly after ww2 and has the british and american flag in it.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples. In the text it says bright and white over 10 times. It also uses a technique called bandwagan by saying "after using one packet you will be a fan too"

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes. They represented the women as a hard worker (her sleeves rolled up emphasising shes getting to work) her makeup and hair was perfect  they had her hanging up clothes they also made it out like all women are "children" etc.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955? It was portrayed as a normal thing where everyone would agree even if they didnt mean 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? 

Grade 8/9 extension questions

1) How much do you think things have changed over the last 60 years with regards to representations of women in advertising? Give examples from a variety of adverts

2) How is the aftermath of World War Two reflected in the Omo advert? Why did many adverts in the 1950s strongly reinforce the stereotype of women as mothers and housewives?

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

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? Read some of the comments below the article to get a range of differing views on this topic.

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