𝒜𝒹𝓋𝑒𝓇𝓉𝒾𝓈𝒾𝓃𝑔 𝒞𝒶𝓈𝑒 𝒮𝓉𝓊𝒹𝓎 𝒫𝓇𝑜𝒹𝓊𝒸𝓉 𝟣: 𝒪𝑀𝒪 𝒫𝓇𝒾𝓃𝓉 𝒜𝒹𝓋𝑒𝓇𝓉

1) What year was the advert produced?

1955

2) How were women represented in most adverts in the 1950s?

Women were represented as housewives and mothers. 

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

It shows perfection and it pressures women to be housewives. The typography is modern which shows the new quality of 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?

Audrey Hepburn has her hair and makeup done which reinforces the idea that woman should look and feel a certain way.

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

To show audiences how the product is packaged and how it looks to recognise it at the market and then buy it. 

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

It represents the Union Jack flag and present Britain as patriotic.

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

The anchorage text ‘millions of women’ reinforces the stereotype the product is bought by all women  and by not purchasing it, they are missing out and that women have the role of shopping for groceries.

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

Women are represented as dutiful and enjoying their work as they do it. Audrey Hepburn has a full face of makeup on and has a bright expression on her face which suggests she enjoys the labour. The connotation of her sleeves being rolled up suggests the women is hardworking.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

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.