Advertising assessment learner response

Advertising assessment learner response 

Total:8              Grade:2

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 start wall and clear have knowledge of the CSPs. Now we need to add exam techniques to move towards the higher levels.

EBI: Revise Key terminology, particularly for Q4 (Narrative, genera, intersectionality).

      -Question focus: make sure you answer the question.

      -Representation and stereotypes: revise this with NHS represent CSP.   

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

Q1: 2
Q2: 3
Q3: 1

Q4: 2

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. 

  • Excellent knowledge and understanding of contexts and their influence on media products and processes, demonstrated by consistently effective explanations of how contexts are reflected in advertisements.
  • Consistently appropriate and effective reference to the OMO advertisement.
  • Specialist terminology is used appropriately and effectively throughout.

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: Kenya King, CEO of MOBO, presented as powerful black woman in open-plan office behind a Mac-book 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.
  • Propp’s theory of character types can also be applied to the advert but here it deviates from the traditional roles of the 1950s and applies modern gender stereotypes that subvert audience expectations. Initially, Audrey Hepburn is presented as a damsel in distress and Gregory Peck as the hero. However, when she takes the bus driver’s hat (making him the donor) she turns Peck into a mere sidekick or helper and establishes herself as the hero. This also helps to reinforce an empowering message to the (perhaps majority female) audience in terms of the rewards of Galaxy chocolate and the luxurious moments it can help create.
  • 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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