Advertising assessment learner response

 1) Type up your WWW/EBI feedback in full (you don't need to write the mark and grade if you want to keep this confidential). 

WWW: Amandeep, you have attempted nearly all the questions in this question.

EBI: Disappoint, but this is a reflection of how much missing blog work you have. Do this immediately! 

2) Read the mark scheme for this assessment carefully. Write down the mark you achieved for each question: 

Q1: 0
Q2: 1
Q3: 1

Q4: 1

3) Look specifically at question 2 - the OMO 12-mark question. Pick out three points from the mark scheme that you didn't include in your answer. 

• Coming out of post-war shortages/rations etc. readily available items such as washing

powder were beginning to make things easier.

• Encouraging women to have a competitive ‘winning’ approach to washing ‘whiteness alone

won’t do’.

• Notions of what a ‘real woman’ was – somebody who looks after the home.

4) Now look at question 3 - on the NHS Represent advert. Use the mark scheme to identify one way the advert subverts stereotypes of race/ethnicity and one way it might reinforce stereotypes of race/ethnicity. Try and write points you didn't include in your original answer if you can.

• Subverts stereotypes in key scenes: Kanya King, CEO of MOBO, presented as powerful black

woman in open-plan office behind a MacBook with mise-en-scene emphasising her power

and authority (e.g. costume, pose, expression, setting).

• Other elements of the advert (perhaps inadvertently) reinforce traditional stereotypes of

race and ethnicity: many of the celebrities are from sporting or performance-based

backgrounds (e.g. Nicola Adams – Olympic boxer plus football, dance, fashion, drama). This

arguably reinforces traditional stereotypes of even successful black role models tending to

be celebrated for their performances or physical capabilities.

5) Finally, look at question 4. Use the mark scheme to identify three points you could have made regarding the key messages in the Galaxy advert with regards to genre, narrative and intertextuality.

Intertextuality:

• Intertextual references to Roman Holiday and Breakfast at Tiffany’s help to create the

Hollywood glamour that Galaxy are trying to communicate through the CGI Audrey Hepburn.

The ‘chauffeur’ looking similar to Gregory Peck also reinforces this.

Narrative:

• The narrative structure follows Todorov’s theory of equilibrium – the bus is stuck due to the

fruit stall crash (disruption or disequilibrium). The arrival of the Gregory Peck character

offers Audrey Hepburn a solution which she then turns into a new equilibrium by making

Peck her Chauffeur and travelling on in luxury with her Galaxy chocolate. This reinforces the

product’s key message regarding ‘silk’ and the audience rewarding themselves with a

luxurious moment of pleasure.

Genre:

• Mise-en-scene helps to create a sense of the genre of Audrey Hepburn’s classic Hollywood

romances. The selection of a stereotypical Italian Riviera setting filled with 1950s/1960s

nostalgia helps create the atmosphere for Galaxy’s key message. There are several ‘pack

shots’ of the product (one in close-up) that helps to emphasise the quality and reward

elements of the message.