Analysis of 1955 OMO Advertisement
This page provides a detailed Media Studies GCSE OMO advertisement analysis of a 1955 detergent ad, highlighting the portrayal of gender roles in 1950s society. The advertisement, created by men, depicts women as housewives whose primary source of happiness is cleaning.
The visual elements of the ad are carefully crafted to convey specific messages. The woman in the image is shown with rolled-up sleeves, suggesting she's ready for serious cleaning work. Her arm position is reminiscent of a famous feminist poster of the time, creating an interesting juxtaposition.
Highlight: The color scheme of red, white, and yellow is thematic, with red and yellow representing stains to contrast with the bright white, emphasizing OMO's cleaning power.
The text in the advertisement is equally revealing. Phrases like "WHITENESS ALONE WON'T DO!" and "OMO adds Brightness to whiteness" are written in capital letters, emphasizing the product's unique selling point. The ad copy implies that a woman's role in the house is solely cleaning and that she is defined by the quality of her washing.
Quote: "This'll shake you, Mother! Fancy saying all washing powders were the same. You can't say that any more after you've seen Omo-brightness."
The advertisement employs several persuasive techniques:
- Direct mode of address with eye contact
- Use of personal pronouns like "you"
- Portrayal of the woman as a happy domestic goddess
- Implications that using OMO will make women as happy as the model
Vocabulary: Juxtapose - To place different things side by side, especially to compare or contrast them.
The ad's design is a product of its time, featuring extensive text that modern audiences might find overwhelming. It uses rhyming and catchy phrases to make the message memorable.
Example: The slogan "OMO adds Brightness to whiteness" is both rhyming and memorable.
The woman's appearance, with carefully done makeup and hair, reinforces the idea that women were often treated as objects in advertising of this era. The pinafore she wears has servant connotations, presenting OMO as a familiar brand that housewives can trust.
Definition: Pinafore - A sleeveless garment worn over clothes to protect them, typically when doing housework.
By making the woman the focal point of the page and using shame tactics, the advertisement aims to make women feel inadequate about their washing skills, presenting OMO as the solution to their domestic woes.
This OMO advert analysis provides valuable insights for Media Studies GCSE students, demonstrating how advertisements of the past reflected and reinforced societal norms and expectations.
