General Analysis of OMO advert:
Connotations and Denotations: In the advertisement, the women is photographed in a close up shot with the woman looking over her shoulder. She is made to seem very happy and busy doing the laundry with OMO. This links to the stereotypes of women as they were expected to enjoy doing housework. Furthermore, the clothes hanging on her shoulder are red, yellow (primary colours) and white. The red and white create the same design as the text at the very top of the advert which says 'Whiteness alone won't do!' which promotes the product as the bright colours and white represent OMO's brand. Also, the clothes which are hanging up are white which further encourages the audience to buy this product as the woman seems happy to hang up bright, white clothes. Blue, also a primary colour, has been used as well and could represent freshness. The colour green has also been used in the woman's clothes. Despite the fact that green is a secondary colour, it connotes several things which help promote OMO as a product. In this sense, the colour green could potentially be representing the fact that OMO is safe for the environment and adds freshness to your clothes. The brand name 'OMO' is put in black and very large font. It is also in the colour black creating a juxtaposition between the bright colours in the image of the woman but then putting the title in black, making it stand out and drawing attention to it. |
Target Audience:
The audience being targeted by this poster would probably be middle aged women in the 1950's (around 40 to 50 years olds). This advert would definitely be appealing in the 50's as it features what every housewife wishes for which is to impress their husband but also enjoy doing work around the house. It also encourages the idea of being glamorous even when doing housework which intrigues women, making them want to buy the product. Alternatively, it could appeal to the husbands of these wives. This could be because of the influence given off by the makeup which makes men think that using OMO would make their wife happier, more stylish and enjoy house work but at the same time, making their clothes look 'whiter' and 'brighter'. |
Target Audience
Galaxy in relation to theory: This moving image advert can definitely be associated with Propp’s Narrative Theory. ‘Audrey Hepburn’ could be the potential princess/heroine in this scenario as when she gets off the bus, men around her are impressed by her appearance and confidence. The man could be seen as the hero as he is the one who drives Audrey away from all the chaos. Furthermore, I think the actress would be at stage 4 of Maslow’s hierarchy of needs as she seems relatively privileged however, this is predicted since she is white. I think this because the woman seems fairly confident. This is indicated by her body language and the way she swiftly gets off of the bus and gets into the mans car. We can also see that she is respected by the people around her as everyone’s gaze sets at her when she’s walking to the car. |
Denotations and Connotations
This advert features an Audrey Hepburn look alike because this advert is recent, they have used photoshop to make it seem like it's her however, we know that Audrey Hepburn passed away in 1993. This advert is set in the 1950's and uses the stereotype of women which existed back then. In the commercial, the lady is wearing an elegant looking dress with a tie around her neck making her seem very formally dressed in comparison to the women around her, making her stand out. She is also wearing red lipstick and has her hair up which signifies the importance of her appearance and looking presentable in order to impress men. As she walks out of the bus, the on going argument comes to a pause as all the men around, in the village setting, start to gaze at her. This gives an idea of all eyes being on her which again shows how important appearance was back then and how it determined your status. Another thing which we can interpret from this based on women's status is how hard they have to try in terms of appearance. By looking at how formally the woman is dressed, we can infer that the woman definitely spent time on making herself look appealing whereas, the man who drives in to the scene in a car, is simply wearing a polo shirt with scruffy, messy hair. Unlike the man, the woman has her hair up in a decent, elegant manner. This is clearly reflecting on stereotypes of women in the 1950's because it is referencing to the appearance aspect as well as the fact that women were competitive for praise back then. Another way in which the actor is made to seem graceful is at the end of the moving image advertisement, where the actress very gently, and smoothly bites into the indulgent chocolate. It indicates how delicate the chocolate is as well as the woman considering she uses two fingers to ‘place’ the chocolate into her mouth rather than biting it. If she was to bite, it would take away from the traditional stereotype. Consequently, not as many people would be attracted to the product. |
What does BAME stand for?
BAME is a term which is used in the UK and refers to Black, Asian and Minority ethnic people. The percentage of BAME people (13%) in the UK is quite relevant to this video because it is conveying that Caucasians shouldn't be the only ones donating blood solely due to the fact they make up a majority. Why is there a need for for blood doners in the BAME Community? There is a need for blood doners in the BAME community in order for the NHS to make sure that all patients, of all enthnicities are getting treated. This is usually done to its highest standard when the right blood types are readily available, which is only possible if the 3% of BAME blood doners increase. Therefore, blood is needed so everybody can be healthy with the exact blood type from someone of a similar background, if a transfusion is needed. |
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