Advertising assessment: Learner response

 

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- you've clearly studied the CSPs so now it is about working on exam technique in order to maximise our marks

- EBI- revise the key media terminology - e.g. conventions narrative intertextuality etc.

- revise representations and stereotypes for NHS represent CSP

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

Q1: 0
Q2: 3
Q3: 1

Q4: 4

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. 

- Mass production of washing machines/twin tubs etc. This eased the burden on women.

-Very strong focus on whiteness and brightness conveys the idea that a woman should take

pride in her appearance and her family and that they are a reflection of her ‘This’ll shake

you, Mother!’

- Idea of cleanliness being next to godliness.

-The scientific/futuristic is implied by the product’s qualities – this would be appealing to the

audience.

- 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.

- 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).

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.

- 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.