1) What year was the advert produced?
19552) How were women represented in most adverts in the 1950s?
most adverts presented women as being content with being housewives or mothers and always being conscious of how they present themselves because they wanted to persuade women into not working jobs that they thought were meant for men since during the war many women had to fill in the jobs that men were working because they were fighting in the war and the women felt as though they could continue to work post war
3) How does the heading message ('OMO makes whites bright') and the typography promote the product?
3) How does the heading message ('OMO makes whites bright') and the typography promote the product?
The typography is similar to the ones you would find in comic books which were very popular at the time and the white sparks behind the heading can also be found in comic books but could also be a reference to the sound that comes from a radio so naturally people would be drawn to the advert
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?
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 wearing a modest dress with the sleeves rolled up which shows women that washing/cleaning/hanging laundry is hard work enough and that they shouldn't be trying to find other things to do like jobs because housework is challenging enough already, after the war women found that they were capable enough to work he same jobs men did before the war and they needed to do things that were more challenging than housework, the advert is trying to show women that they don't need to work jobs but they need to work around the house
Makeup- The fact that the woman is wearing a full face of makeup whilst doing something like laundry creates a pressure on women to always look their best and creates pressure on young women to wear makeup as to them it would be the only way to look like the "ideal" woman
5) Why is a picture of the product added to the bottom right of the advert?
5) Why is a picture of the product added to the bottom right of the advert?
The picture at the bottom of the advert is there because it makes the product easily recognisable in shops but it could also be because women were seen as lacking intelligence and might need a picture in order to recognise the product
6) What are the connotations of the chosen colours in this advert - red, white and blue?
the red, white and blue are the colours of the union jack which would have made people feel very proud of being from the UK especially because they had just come out of a war and won and people felt very patriotic and the use of the union jack colours could be trying to show women that they don't need to be working to support the UK but they can support by being a housewife or mother
6) What are the connotations of the chosen colours in this advert - red, white and blue?
the red, white and blue are the colours of the union jack which would have made people feel very proud of being from the UK especially because they had just come out of a war and won and people felt very patriotic and the use of the union jack colours could be trying to show women that they don't need to be working to support the UK but they can support by being a housewife or mother
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
It says that it is used by millions of women to try and get them to want to fit in with the rest of the women and buy the product instead of being one of he few women without it
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
The woman is presented as nothing more than a housewife or mother since the only thing the woman is doing is hanging the laundry she cleaned she is also very happy whilst doing it which means that women should be very happy with their roles and she is also wearing makeup which makes women feel as though they always need to look perfect
9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
The woman is presented as nothing more than a housewife or mother since the only thing the woman is doing is hanging the laundry she cleaned she is also very happy whilst doing it which means that women should be very happy with their roles and she is also wearing makeup which makes women feel as though they always need to look perfect
9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
The producers wanted the women seeing this advert to feel proud that they were supporting the UK by being housewives and mothers and wanted them to feel as though they need to be there for their family rather than being at work away from their families
10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?
A modern audience will be shocked that the producers tried to normalise the many sexist stereotypes in the advert since women are now, in most ways, seen as equal to men and capable of doing whatever men do and now most people feel as though there should be equality between men and women
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.
You will have lesson time to answer these questions but will need to complete for homework - due date on Google Classroom.
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
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
The representation of women has definitely become a lot less stereotypical than it use to be and does not dehumanise women like the adverts use to however there still are some stereotypes like beauty standards that are shown in adverts but compared to the way women were presented things have definitely gotten a lot better
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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