1) What year was the advert produced?
1955
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.
The majority of 1950s advertisements portrayed women as moms and housewives. They were instructed to act in specific ways and adhere to predetermined standards. Women were also expected to appear a specific way and behave a certain way. They were supposed to wear cosmetics and seem well-groomed while taking care of their families and taking care of the home. Finally, after World War II, women were expected to be content with their roles as housewives and mothers and return to their normalised, stereotyped lives.
3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?
Rhyming words are used in the heading message to highlight how the product will benefit the reader.
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?
Costume: The woman is doing the laundry while wearing clean clothing that are slung over her shoulder and that she is wearing while cleaning.
Makeup: The woman has a full face of makeup, which implies that women were expected to look well-groomed and enjoy their roles as mothers and housewives.
5) Why is a picture of the product added to the bottom right of the advert?
To help the audience visualise the product and help them recognise it when they visit the supermarket, an image of it has been provided.
6) What are the connotations of the chosen colours in this advert - red, white and blue?
The colour palette depicts the British flag, the end of World War II, the product itself, and how people may return to their regular routines now that the conflict is over, with women in particular being able to resume safe cleaning.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
The tone of the anchoring text is condescending, treating women like toddlers, and it makes use of persuasive strategies such repeating the words "white" and "bright" to reinforce its argument.
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
Because it tells women to clean and be cheerful (based on the woman's expression), this advertisement is sexist and stereotyped against women. It also represents a housewife and mother. Additionally, it requires them to appear good because of the woman's cosmetics while they're performing it. Furthermore, given that it is obviously intended at women, this could offend them even though things have evolved since the 1950s.
9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
The recommended interpretation is that the advertisement is attempting to convince viewers to purchase its goods, as seen by the slogan, which repeats the terms "whiteness" and "brightness" to stress the salient features and advantages of the product.
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 opposing interpretation of the advertisement suggests that, because it solely targets women and expects them to behave in particular ways, a contemporary audience may view it as sexist, stereotyped, biassed, and offensive.
Comments
Post a Comment