Advertising assessment learner response: blog tasks

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 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: Rayan- good start to this asessment e.g Q1 advertising conventions and Q2 (omo) csp.

EBI: Need to revise NHS and Galaxy advert csps in particular theories/ Propp Todorov.

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

Q1:  2/2

Q2:  8/12

Q3:  3/6

Q4:  5/12


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.

-Adverts would be taken at face value in the 1950s and believed to be true.  

-Idea of cleanliness being next to godliness.


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. 

-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.

-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).   


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. 


This reference to classic Hollywood films is reinforced by the logo, slogan and pack shots: the Galaxy packaging uses light brown and gold to create connotations of luxury. The smooth,handwritten-style typography also offers connotations of class and luxurious quality. ‘Why choose cotton when you can have silk’ encourages the audience to reward themselves with a treat and capture their own brief moment of Hollywood style.

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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