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; Kamile, fairly good response for Q4 on Galaxy CSP. You provide relevant examples with narrative theories e.g Todonor's Equillibrium theory.
EBI: Make sure you read the Q's carefully e.g Q1-identify a due assesment conclusions?
Q2- How is race?ethnicity related in the NHS representation advert?  


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

Q1: 0
Q2: 6
Q3: 2
Q4: 8

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.
• 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!’


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.

Chuka Umunna in suit with Houses of Parliament behind him subverts stereotypes of black
men in the media. Again, camera shot and mise-en-scene creates a powerful representation
that is notably different to what we usually see in the media.





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.


  • 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.
• 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’.

• 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.




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