OMO

• Callout / bubble / burst

  Designed to draw the consumer's attention. The style anchors the brilliant transformative impact that the brand purports.
• Heading


  The black, simple typography in the heading contrasts against the white background. The size of the heading and prevalence of the brand name, that is subsequently repeated throughout, creates brand recognition.
• Graphic [and body language]

  • The woman's rolled-up sleeves connote determination and willingness to work. The demographic might share this ideology and identify with the woman.
  • The woman's facial expression connotes joy and pride.
• Colour scheme


  White is the main colour used in this text, not only does this anchor the product's function, but connotes purity and cleanliness.
• Copy


  The advert is 'text-led' – contrary to modern-day print adverts. The copy projects the myth of 'perfection'.
• Typography


  The typography is simplistic, reflecting the brand's ideal and further connoting purity and cleanliness.
• Slogan


  The slogan anchors the function of the brand. It promotes the ideology that women should strive for domestic 'perfection' in the form of whiteness.
• ASA - Advertising standards Authority

  Have introduced stronger regulation of ads that feature stereotypical gender roles or characteristics which can be harmful to people.