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- Excellent subject knowledge in regards to social historical and cultural context within OMO

EBI- What is the key message of the Galaxy advert

          What intertextual references are made to reinforce messages 

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


Q1: 2/2

Q2: 10/11

Q3: 2/6

Q4: 4/12


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’.

A mundane task is made to seem exciting and rewarding – ie the image and the way it is anchored with ‘This’ll shake you, Mother!’

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).

The advert itself also reinforces stereotypes of race and ethnicity by the producers using an urban music video shot on the roof of a car park starring rapper and MC Lady Leshurr to target a black and minority ethnic audience. This reinforces stereotypes of race and social class with regards to the black community and other minority groups.

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.

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.

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.

Sound: The use of ‘Moon River’ is another intertextual reference to Audrey Hepburn’s films.
The style of music also helps Galaxy establish their key message of ‘silk over cotton’.

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