OMO Advert csp

 1) The advert was produced in 1955.

 2) In the 1950s, women were portrayed as the weaker gender in the media, and many stereotypes and misogynistic ideas were seen across all types of advertisements. During the 50s, women were still expected to be man's possession and they belonged to keeping the house in order. They had to obey their husbands, raise children, run the house by cleaning cooking etc, and when they exceeded to those expectations they were still seen as incompetent and useless. During the war, when all men were sent overseas to fight for Britain, women were left to run the country and help the men by working day and night in factories producing ammunition, and when the men returned, women weren't seen any different despite their tremendous efforts and ability to keep life running smoothly without the assistance of men. Overall, this shows the sexism the media illustrates women as, and the false stereotypes .

 3) The newsflash surrounding the slogan "OMO makes white bright" highlights the message by promoting the products amazing quality. The products branding logo links to the heading creating a known pattern/design of the product; use of synergy.

4) Using the mise-en-scene acronym CLAMPS can be used to analyse the OMO advert. The women is seen wearing quite heavy makeup whilst doing a simple household chore. This reinforces beauty standards as women must look presentable, attractive, and aesthetically pleasing, despite doing simple jobs around the house; you must look beautiful in your own home surrounded by your family. The props draping over the women's shoulder displays her domestic duties she completes around the house. It also reinforces a women's obligation during that time period.

 5) The non-verbal code of adding the image on the advert is to make the image rememberable to whoever sees it in supermarkets.

 6) The connotations of using red, white and, blue are to symbolise the colours of the Union Jack. It displays patriarchy through a symbolic code, which can also be a marketing strategy as the 50s were 5 years post WW2 meaning the country might still be celebrating triumph.

 7) The anchorage text uses persuasive language such as stating that "millions of women" us the product and that you cant be the only one without it. This persuasive and manipulative technique is known as Band wagoning which creates an idea that since everyone already has the product, you should too.

 8) The women in the OMO advert is depicted as happy while hanging the washing up. She is seen wearing a lot of makeup and having her done freshly done in a popular 50s style. This creates a stereotype that women always look presentable and are always doing jobs around the house as that's "their duty"'/"their purpose". It reinforces an unrealistic standard some women may believe they have to live up to which can create a lacking of self esteem and worth.

 9) The preferred reading of this advert would be for any women who comes across it, to be immediately indulged in what the product has to offer and the happy feeling it will for you and your family. The producers of the advert would women to see this product as widely used and loved item by everyone.

10) An oppositional reading of this advert would be that this advert depicts women's sole purpose is to complete domestic chores while looking pretty. A modern audience would see it as a sexist and misogynistic message spread to women.

 Extension:

1) I think adverts have dramatically changed over the last 60 years , however , women in the media are still portrayed in a stereotypical manner and send wrong messages to females who may struggle with body image, beauty acceptance etc. For example, the "Are you beach body ready" made in 2015, highlights an unrealistic standard of what a women's body should look like, and if it doesn't fit that specific image, you are not fit to go the beach. Though this advert does not stereotype women as weak, stupid or inferior, it still sets a standard that many females may struggle to acquire, and creates insecurities.  

Gender representation in advertising

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3) From adverts released during the 50s-60s , women are represented in stereotypical and misogynistic manners. For example, in the advert regarding women gifting their husbands a grooming kit, the generations of women(young girl, a women, a middle aged woman) are posed in a way to receive a kiss. The slogan states "any woman knows what to expect when she gives him the best". This suggests that women please their husband by providing them and praising them purely for their existence, a woman's reward, is a kiss. It also implies that women are seen as inanimate place holders for men starting from young.

4) Adverts generated during the 2000s portray women in a less stereotypical form compared to the 50s, however, they are projected in a way for women to feel they have to fit a certain description of what beauty is and the struggles of accepting themselves as they don't fit the unrealistic image. This is seen through the advert in Q2,c as the woman is shown to have a slim and desired figure many want to acquire, and she is seen holding a burger. The slogan states "She'll tell you size doesn't matter. She's lying." This displays the media showing that the woman would say she supports and believes in inclusivity , however because she probably doesn't struggle with body image, her word wouldn't matter. It creates an isolation for women and young girls who may use the media as a form to connect and relate to those who they look up to/aspire to be.

5) My chosen adverts show a drastic change in how women are now seen/portrayed in the public eye. Though there has been a change, the media still highlights different factors of womanhood that females struggle with. There are still misogynistic and out dated ideas that are seen, however , in the 21st century, the media puts pressure on young girls and women to match the representation of unrealistic lives and appearances some have. 

 

Extension

1)

These three adverts subvert gender stereotypes of how women are represented in the media. Each advert subverts how women used to shown in the media which consisted of them being shown as weak, dumb, maternal, and doing household work . However in these adverts, women are illustrated in a way which men are typically shown as : strong, competent, and dominant. It shows that women are equally as capable to be strong "like a man" and don't need a man to control their lives.

2) After reading the article, I recognised almost all of the 7 stereotypes it named and described. This shows how common women are shown negatively and falsely in the media. These recurring ideas that women don't have a mind of their own and are obedient to any man. It depicts a false ideology and sets a harsh and isolated expectation for younger girls and adolescents who see the standard they have to live up to.

   

Introduction to Advertising

Part 1: Skittles advert analysis

1) Picture: The image of the skittles show the wide variety of flavours and options skittles provide. Each colour of the rainbow is a different flavour; a different experience.

     USP: Skittles have many different flavours and differ from a lot of other sweet brands because of their unique products colours, flavours, texture etc.

     Setting/colour scheme : The skittles are arranged to form a rainbow. Rainbows typically connote whimsy, and childlike ideas, however, in this day and age, a rainbow symbolises LGBTQ. Using the rainbow in this context shows that skittles target their products at everyone and anyone.

     Logo: Skittles is written in a bold white format to make its logo and background stand out significantly.

     Slogan: The slogan "taste the rainbow" explains the variety and flavours they offer. Taste and indulge in each flavour . The variety of flavours expands their consumers as there are more flavours to match most peoples taste buds.

 2) Skittle USP is by arranging each colour of skittles in a rainbow. They are showing the variety of flavours they offer by showing it in a whimsy format. Nowadays, a rainbow connotes inclusivity to everyone as it refers to LGBTQ meaning skittles is for everyone. Using the rainbow also targets children in the sense that rainbows are childlike and fun images.

Part 2 : Advert Research

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I, Daniel Blake - Extension task

 Q. ‘Films need large production and marketing budgets to be successful.’ How far do you agree with this statement? 

Whilst most may choose to link success with money made in the world of film, depending on the goals and expectations of the director and production staff working on a project, success can be measured via many other metrics. We see this in ‘I, Daniel Blake’, where rather than success being defined through purely financial means, a large part of their success can be measured through the commotion and conversation that arose in response to their clever marketing and management techniques. Specifically we saw Ken Loach and the marketing department choose to promote their film, centred around the mistreatment from the government of working class individuals, by projecting it on the side of the houses of parliament. This reinforces Loach’s preference for films centred around social realism, whilst plainly targeting those he believes to be responsible for the issues that he calls out in his film. Success in this case may be measured via the buzz created by this stunt with newspapers across the country making headlines and articles centred around the incident, raising awareness not only for the film itself but also awareness of a key social issue that Loach created ‘I, Daniel Blake’ with the goal of aiding.

Contrastingly, though "I, Daniel Blake" spread awareness on the matter of the film quite victoriously , in terms of profit made from both films, "Black Widow" made hundreds of million more dollars. From the box office alone, "Black Widow" made $379 million , whilst "I, Daniel Blake" made £11 million. However, though Marvel made $368 million more than "I, Daniel Blake", compared to the many other globally successful marvel produced films, "Black Widow" was considered a failure amongst the other successes. 

I, Daniel Blake

 1) An independent cinema is a cinema that screens non mainstream films and this differs from Hollywood Blockbusters and they are majorly mainstream.

 2) "I, Daniel Blake" is about the right wing government being in power and making the benefit system a corrupt one.

 3) Ken Loach directed this film as his style of filmmaking is social realism which relates to the genre of this film. He is known for directing films for the purpose of projecting political views and educate viewers.

 4) They targeted this film at new voters and they reached this audience by organising free/pay what you can screenings so a wide range of the public can understand the message. They also projected this film onto the house of parliament, and premiered it in Newcastle and London.

 5) An unusual way of advertising this film was by projecting it onto the house of parliament.

 6) The estimated production budget was £2 million and ended up making £11 million at the box office.

 7) Some companies involved in the funding BFI, Cannes film festival.

 8) British Board of Film Classification rated "I, Daniel Blake" at 15 due to the context of the film being aimed at an older audience and being a heavy topic that affects many.

 9) The entire storyline of the film is a touching topic as some people do go through rejection from the benefit system and struggle with homelessness, poverty etc.

10) Personally, I think that "I , Daniel Blake" was a successful film as it made a higher percentage profit than "Black Widow" and was touching and inspiring message that touched and related to many. It was accessible to all people with or without money and its goal was to spread the message that while conservative where in power, the system failed many.