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- Good understanding and subject knowledge of how race and ethnicity is represented in NHS Represent 

EBI- What intertextual reference are made by using CGI Audrey Hepburn? How does this convey the key message about the product.  



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

Q1: 1/2
Q2: 5/12
Q3: 4/6

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. 

Gender, ethnicity and sexuality will be represented in different ways as social attitudes

change

ads in the 1950s reinforced dominant patriarchal values and beliefs e.g. women were judged

by the ability to be ‘house-proud’ including the cleanliness of laundry

Coming out of post-war shortages/rations etc. readily available items such as washing

powder were beginning to make things easier.

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).

Other elements of the advert (perhaps inadvertently) reinforce traditional stereotypes of

race and ethnicity: many of the celebrities are from sporting or performance-based

backgrounds (e.g. Nicola Adams – Olympic boxer plus football, dance, fashion, drama). This

arguably reinforces traditional stereotypes of even successful black role models tending to

be celebrated for their performances or physical capabilities.

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.

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.

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)