Representation │ Audiences │ Industries │ Language https://upload.wikimedia.org/wikipedia/commons/5/55/News-media-standards.jpg Keywords Key thoughts when reading question: What does connote or connotation mean? How many marks for the question and how much space is there. Gives me a clue as to the level of detail required. Two marks = two answers. Answer: Note – connotation means hidden meaning. Rolled up sleeves = she’s ready for work, to get stuck in, it’s hard work, she’s determined. Facial expression = she’s amazed, proud, interested in the results, happy.

Representation │ Audiences │ Industries │ Language https://upload.wikimedia.org/wikipedia/commons/5/55/News-media-standards.jpg Keywords Key thoughts when reading question: Why means an explanation is needed How many marks for the question and how much space is there. Gives me a clue as to the level of detail required. Six marks means that two marks for showing knowledge of stereotypes with reference to OMO and four marks for the why they use them with reference to OMO. Answer: 1-2 marks: Basic knowledge of what stereotypes and understanding of use are and little meaningful reference to OMO. Basic subject-specific language used. 3-4 marks: Satisfactory knowledge and understanding of stereotypes and why they are used with SOME appropriate reference to OMO. Mostly appropriate subject-specific language used. 5-6 marks: Excellent knowledge and understanding with consistently effective explanations of stereotyping. Consistently appropriate and effective reference to the OMO advertisement. Consistently appropriate and effective use of subject specific terminology throughout.

Why do advertisers use stereotypes? Representation │ Audiences │ Industries │ Language https://upload.wikimedia.org/wikipedia/commons/5/55/News-media-standards.jpg Thinking process: Link to OMO What is a stereotype? Why do advertisers use stereotypes? Saves time getting a positive (or negative) message across Quickly anchors the image (and message) so easily reinforced in target audience brain Link to OMO Link to OMO

Representation │ Audiences │ Industries │ Language https://upload.wikimedia.org/wikipedia/commons/5/55/News-media-standards.jpg Knowledge and Understanding of why Reference to OMO Perfect answer: Advertisers generally use positive images of stereotypes to endorse products. In the OMO advertisement, an image of a happy, hardworking and proud mother is used to appeal to the target audience. This positive image is used because it is quickly recognised by the target audience - domestic working women in the context of this advert This instant recognition means that the advertiser can spend less time presenting the person or the scene. The hope is that the quick recognition will mean that the image will become imprinted on the mind. In the context of this advertisement, the stereotypical image that the advertisement wishes to imprint is one of a mother who takes exceptional pride in the ‘brilliantly bright’ whiteness of the washing and finds the OMO product that delivers this exciting. Through this, the advertiser aims to compel the target audience to buy the product. In this case the target audience will feel compelled to buy OMO because they wish to add brightness to whiteness just like the stereotypical, hardworking and happy woman that they recognise and can identify with. K & U Reference to OMO K & U Reference to OMO

Representation │ Audiences │ Industries │ Language https://upload.wikimedia.org/wikipedia/commons/5/55/News-media-standards.jpg Keywords Key thoughts when reading question: 12 marks! Explain – so there should be lots of whys. 4 marks knowledge and understanding 8 marks context You must refer to OMO for every point you make. Do not talk about other types of print adverts! Answer: 1-3 marks: Basic knowledge of how advertisements reflect the historical context in which they were created. Little meaningful reference to OMO. Basic subject-specific language used. 4-6 marks: Satisfactory knowledge and understanding of how advertisements reflect the historical context in which they were created with SOME appropriate reference to OMO. Mostly appropriate language used. 7-9 marks: Good knowledge and understanding with frequent effective explanation of how advertisements reflect the historical context in which they were created. Generally appropriate and effective reference to the OMO advertisement, but there are occasional inaccuracies/omissions. Specialist terminology is mostly used appropriately and effectively. 10-12 marks: Excellent knowledge and understanding of contexts and their influence on media products and processes, demonstrated by consistently effective explanation of how advertisements reflect the historical context in which they were created. Consistently appropriate and effective reference to the OMO advertisement. Specialist terminology is used appropriately and effectively throughout.

Representation │ Audiences │ Industries │ Language https://upload.wikimedia.org/wikipedia/commons/5/55/News-media-standards.jpg Link to OMO Thinking process: Link to OMO Servitude to men. Submissive females Stay-at-home Mothers (no paid job) The ‘Good’ Wife Social stigma if standards not met ‘Cleanliness next to Godliness’ Exaggerated claims – better regulation now The ‘perfect’ family Attitudes to cleanliness and ‘perfection’ Social attitudes to women Link to OMO Compare to today Language used Historical Context of OMO print advert

Representation │ Audiences │ Industries │ Language https://upload.wikimedia.org/wikipedia/commons/5/55/News-media-standards.jpg Perfect answer: Advertisements often reflect the social attitudes of their time and the OMO advert was produced in the 1950s; a time when fewer women worked in paid employment than today and many stayed at home. The image used in this advert reflect the stereotypical attitudes of that time where married women were judged by the quality of their domestic work and by their appearance. This is clearly different to today where there is much greater equality between the genders, women in the workplace is much more common and the burden of home and family often falls between the genders. In many 1950s adverts, there was often a authoritative male and a submissive female. This is connotation of this OMO advert as the woman is expressing her satisfaction and self esteem that she is the ‘perfect’ housewife and is links of Maslow hierarchy of needs in satisfying the self-esteem aspect of our human needs. This linked into many images of women in film through role models like Audrey Hepburn and American TV programmes like The Donna Reed Show. The language used in the advert is very different to today. OMOs claim that it ‘makes whites bright’ may not be acceptable today as the advertising industry is closely regulated by the ASA (Advertising Standards Authority). In the 1950s, exaggerated claims about products were commonplace. Greater policing of claims now means that claims by companies about the effectiveness of products have to be much more ‘provable’ in scientific terms. In the 1950s there was an obsession with being clean and a perception of perfection in domesticity. This may have been related to the growth of domestic cleaning products and chemicals or may have been related to the more religious society we lived in where ‘cleanliness’ was seen as living correctly. The advert exploits these feelings of insecurity about this.