OMAR

Question 1

discuss denotations from the print:

Answer 1

Bold red text, main image of female figure hanging laundry, big black bold text

Question 2

How does the print advert reflect the 50s social and cultural contexts?

Answer 2

In the 40s to 50s there was a social and cultural shift in the way that women were presented in the media. This was because women were asked to take on the roles of men when they left to fight for the WWII. Upon their return women were asked to resume their domesticated tasks. Thus, the dominant ideology in the 50s was that women had to perform domestic tasks and place their husband’s and children’s needs above their own. This is evident in the main image of the print advert as the female figure is cleaning.

Question 3

stereotypes of women:

Answer 3

Emotional
Sexually objectified/ subject to men’s desires
Domestic (cooking and cleaning
Emotional
Defined by marriage, women who weren’t married were named ‘spinsters’ and judged.
Glamourous / pretty / associated with make-up and frocks
Subservient/ submissive

Question 4

stereotypes of men:

Answer 4

Dominant
Independent
Free
Cool
Hardworking
Smart / handsome
A patriarch – head of the family
A spectacle – someone to look up to and glorify

Question 5

List different media language techniques

Answer 5

A small image of the product; black bold text; main central image of a woman hanging clothes; a slogan/tagline

Question 6

List different media language techniques

Answer 6

A small image of the product; black bold text; main central image of a woman hanging clothes; a slogan/tagline

Question 7

Explain one denotation and connotation used on this print advertisement.

Answer 7

Denotation: The woman’s facial expression – she looks to be content and happy. Connotation: OMO makes people happy

Question 8

social and cultural contexts:

Answer 8

In the 1950s it was considered to be the woman’s place, responsibility and duty to look after the home – this is reflected by a woman hanging out the washing. Dominant social values would have expected women to have taken pride and pleasure in carrying out domestic tasks.

Question 9

denotation suggest:

Answer 9

Large bold font at the top, helps to grab that audience’s attention

The OMO logo is repeated a couple of times in the advert this helps to create brand identity

The use of the colour white to reinforce the product’s purpose

The use of italics for emphasis

The letter B is capitalised to help emphasise the word ‘bright’ which is the main selling point

The use of the flash shape with the triangles resembles the star/sun shape to signify the impact of the product

The use of other bright colours add a feeling of fun and positivity to the advert

Question 10

denotations and connotations suggestions:

Answer 10

The main colour palette of red, white and blue might seem patriotic to some post war audiences. It is also the house style for the brand

Powerful colours to signify a powerful product

Facial expressions and body language are positive and open emphasising how happy people are with the product

The washing line would be familiar to 1950s housewives and May signify that it is aimed at mainstream working class women

Repetition and rhyming help to reinforce the key selling points ‘bright’ and ‘white’. Makes it memorable and persuasive

Use of imperatives and direct mode of address to appeal to audiences