OMO Advertisement - CSP

Question 1

Overview

Answer 1

• full-page print advertisement
• in the center there is a coloured photo of a middle-aged woman who is pegging white laundry to a washing line.
• the woman is looking over her shoulder, straight at the camera, with a comical expression.
• she seems very surprised in the photo, emphasising the effectiveness of the OMO product.
• above the image is the strapline

Question 2

Media Language

Answer 2

the writing is in sans serif - connotes relaxation

• the heading message gives an idea to the audience that this product isn’t ordinary, instead it is more effective and longer-lasting than all other detergent products.
• the colour blue connotes calmness
• the colour white connotes purity and cleanliness.
• the colour red connotes passion and desire.
• overall the colour scheme creates the sense of a high quality and trustworthy product.
• the anchorage text gives excess information to the audience about the product.

Question 3

Role of the woman

Answer 3

• the woman is doing 2 things at once, suggests that they are capable of multitasking during housework, shows effectiveness.
• the model used looks like an everyday woman, wearing regular clothes. The use of generalisation shows the viewer that this can be any woman, and the use of the product isn’t designed for a specific type of woman. However, She has makeup on to look attractive following gender norms from the time.
• the facial expression shows that she is quite surprised by the efficiency of the product, but also that she is gratified with her role in society.

Question 4

Use of language

Answer 4

text beneath the photo is informal and slangy; there is free use of superlatives, lack of subtlety.

Question 5

Social, historical and cultural context.

Answer 5

• men were breadwinners
• women stayed at home and carried out domestic duties.
• women’s value and worth to society was measured by neighbours and acquaintances by their domestic successes.
• ad exploits feelings of the insecurity of women (at this time) when they compared their domestic outcomes with other women; in a way, this product promises a short-cut to this marker of household success.