Advertising assessment learner response: blog tasks

 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: there is clear potential here: Q1 and Q3 are very solid answers that show knowledge of terminology and the csp

EBI:As you wrote in the paper,you need to fill in the gaps for the csps.Both in Q2 (OMO) with contexts and then everything for galaxy 

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

Q1: 2

Q2: 3
Q3: 4

Q4: wasn't in

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. 

social attitudes will be reflected in marketing campaigns of the day
• language and imagery evolve and change over time to reflect current usage and new trends
• gender, ethnicity and sexuality will be represented in different ways as social attitudes
change


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.

• 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.          


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