In your Media exams, you are likely to get questions similar to these:
- Why do advertisers use stereotypes? [6 marks]
- Explain how advertisements reflect the historical context in which they were created. [12 marks]
OMO advert: blog tasks
Work through the tasks in this blogpost to make sure you're an expert on this CSP.
1) What year was the advert produced?
it was produced in the year 1955
2) How were women represented in most adverts in the 1950s?
women were presented as house wives in 1955.
3) How does the heading message ('OMO makes whites bright') and typography promote the product?
the heading message and typography promote the omo product by its wuality and hoe well it is made.
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 costume is presented as a cleaners outfit, the make looks like a 1950s makeover, and the placement of the model is her putting her clothes to dry on the clothe hanger.
5) Why is a picture of the product added to the bottom right of the advert?
it's added there because for people who dosen't know what the omo washing up liquid looks like in real life.
6) What are the connotations of the chosen colours in this advert?
the colour scheme looks natural because of the colours red, brown, green, blue and yellow.
7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
1. it says how house wife's are stronger then men
2. it shows a quote that says 'that'll shake you, mother!'
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
the representation of women is that women are stronger than men, and the stereotype of cleaning.
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 of this omo poster is that women are dominant than men.
10) What is the Opposition reading for this advert - how might a modern audience respond to this text and the representation of women here?
the opposition reading of the omo advert is that women are weaker and men are more dominant.
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) Read this Guardian feature on possible law changes with regards to gender representations in advertising. Do you agree with this approach?
3) 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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