Sheila Daw, an OXO character

 

In an OXO advert from the 1930s, Sheila Daw sounds like She’ll Adore, which is a phrase that means she will love or like something very much. An example of the way that the OXO adverts would play on words, by using names that sound like a positive endorsement of their product.

 

The advert used a slogan that said:

 

Sheila Daw drinking OXO to keep fit

She drinks it hot or cold

She drinks it young or old

She drinks it night and day

She drinks it every way

Sheila Daw drinking OXO to keep fit

 

Historical Influences

 

The advert aimed to appeal to the audience’s admiration and aspiration and show how OXO could help them achieve their fitness and wellness goals. Sheila Daw was a British athlete and swimmer who endorsed OXO products in the 1920s. Sheila became a champion swimmer at the age of 15. She competed in the 1924 Olympics in Paris, where she won a bronze medal in the 4x100m freestyle relay. She also set several world records in swimming and was known as the “Mermaid of the Thames” for her feats in the river. Sheila Daw is remembered as one of the pioneers of British swimming and one of the first female sports celebrities.