Advertising CSP 1: OMO print advert

 1) What year was the advert produced?

1955

2) How were women represented in most adverts in the 1950s? Add as much detail to this answer as you can as these are the social, cultural and historical contexts we will need to write about in the exam.

Women were often stereotyped in many negative ways such as being the house wives who cleans, cooks and takes care of everything in the house. Women were mostly shown through beauty as companies who sell make-ups will advertise their brand using these stereotypes in their adverts.

3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?

The font of the text in the bubble will attract most people's attention to look at it as the first thing they see when they look at the advert and the product is advertised in a negative stereotypical way which was normal back then so not many people would've cared about it.

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

The costume presents the model as the house wife in the household who is responsible for many things in the house which is mainly cleaning in this adverts case. The make-up shows the beauty of the model and is a normal stereotype as many women are shown and are presented by wearing make- up.

5) Why is a picture of the product added to the bottom right of the advert?

To show the audience what the product looks like in store so that they can buy it.

6) What are the connotations of the chosen colours in this advert - red, white and blue?

It is conveniently the colour of the country's flag. (The Union Jack) It shows sympathy towards the country after what it went through during WW2.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

It shows actual reviews and quotes of people who might have actually used their product and might encourage them to buy it as it was all positive reviews.

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

It shows how women are always meant to be cleaning which presents them as the housewives who take care of everything and also they are presented through their beauty with make-up.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

The producers wanted the audience to think of a message which shows that women will look better when cleaning with this product as it is also meant for them.

10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?

Modern audiences wouldn't respond as positively and will reject the message as the stereotypes might not be as acceptable as before in the 1950s.

Gender stereotypes in advertising

1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 

The stereotype of women in advertising is often negative. Representations through the history of advertising have suggested that women are inferior to men, bad drivers, powerless, sexualised or focused on domestic work (e.g. cleaning).

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.

The stereotype of women in advertising isn't often as negative. Women are represented  through body image which emphasises beauty by make-ups, domestic roles which depicts women mosty in household or caregiving tasks, basically house wives.

5) How do your chosen adverts suggest representations of gender have changed over the last 60 years? 

Representations of women aren't as badly stereotyped than before which shows how much change and impacts have happened on adverts and Companies throughout the whole of the last 60 years.

Film Industry: Final index

Film Industry: MCU

Film Industry: Black Widow CSP

Film Industry: I, Daniel Blake CSP

Film Industry: I, Daniel Blake CSP

1) What is independent cinema and how is it different to Hollywood blockbusters?

A low budget film with a small or relatively unknown cast. Hollywood blockbusters are films that usually bring large sums of audience and income and is also owned by a company called Marvel.

2) What is I, Daniel Blake about?

I, Daniel Blake is about stories that represent the lives of ordinary working-class people and the social issues they face, for example unemployment, poverty and addiction and also have political themes and messages.

3) Who directed I, Daniel Blake and why is this important?

Ken loach and he is a very popular director which means that he has director power on the film which people will watch as they might recognise the director for his pervious hit films

4) How was I, Daniel Blake promoted to an audience? List at least three different methods used by the film's marketing campaign and how they targeted their audience.

• Organise free (or ‘pay what you can’) screenings and talks in community centres across the UK to build local enthusiasm for the film’s message.
• Film was premiered not in London, but Newcastle (where the film is set) to gain local support. 
• ‘I, Daniel Blake’ was projected onto the Houses of Parliament ('guerrilla marketing') and in various cities

5) What unusual or creative marketing methods were used to get audiences talking about the film?

‘I, Daniel Blake’ was projected onto the Houses of Parliament (guerrilla marketing) and in various cities which made people curious to search and talk about it

6) What was the estimated production budget for I, Daniel Blake and how much did it make at the box office?

Estimated to be around £2 million but it actually grossed £11 million and received a wide range of positive critic reviews.

7) How can independent films like I, Daniel Blake compete with Hollywood blockbusters like Black Widow?

Independent films could make the film or story relatable to the audience's personal lives instead of making fictional super hero movies for money and for the audience to watch it for only entertainment purposes.

8) What is the name of the film regulator in the UK and what was the age rating for I, Daniel Blake?

The film was rated by the BBFC as a 15.

9) What aspects of the film contributed to the film's age rating?

‘I, Daniel Blake’ was awarded a 15 certificate by the BBFC for the following scenes being included:

• Bad language (uttered by the main characters out of anger and frustration or for emphasis. Was justified by context and not impactful.)
• Frightening and Intense scenes (There are two notable scenes of emotional intensity. They include 'the food bank' scene and the ending 'funeral' scene.)

10) Finally, considering everything you have learned about I, Daniel Blake, do you think the film was a success? Explain your answer in a well developed paragraph.

Overall, I think the film was a successful film for only being an independent film which received £11 million and received a wide range of positive critic reviews. The film was also marketed in a strategic way when ‘I, Daniel Blake’ was projected onto the Houses of Parliament and in various cities .This type of marketing was a disruptive, guerrilla marketing. The film was also premiered not in London, but Newcastle which was where the film was set to gain local support. The film is also about stories that represent the lives of ordinary working-class people and the social issues they face, for example unemployment, poverty and addiction and also have political themes and messages. This is a great way to put Independent films relatable to the audience's personal lives instead of making fictional super hero movies for money and for the audience to watch it for only entertainment purposes like our other CSP, Black Widow (2016) which wasn't as successful due to the pandemic.

Media assessment 2 learner response

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: Abdul, knowledge on denotation in regards to analysing unseen media products. Some ability to tackle 20 - mark Q with understanding of film CSPs'.

EBI: Ensure you respond to all bullet points for Q6/ 20 - mark Q. Also ensure you provide specific examples to support your responses for Q3.

Mark: 19/34 Grade: 5

2) Read the mark scheme for this assessment carefully (you'll need your Greenford Google login to access this). Write down the mark you achieved for each question:

Q1: 1
Q2: 1
Q3: 5
Q4: 0
Q5: 2
Q6: 10

Where you didn't achieve full marks, write WHY you think you missed out on the extra marks. Use the indicative content suggestions in the mark scheme to help with this. If you got any media terminology wrong in the assessment you can make a note of it here.

Vertical Integration - I had struggled to remember the definition of this key industry terminology and did not understand what to respond to the question with.

3) Look specifically at question 3 - did you successfully write about both the preferred and oppositional readings? Did your answers match any in the mark scheme? Copy in one answer from the mark scheme that you could have used.

I managed to get 5 marks meaning I have used satisfactory knowledge and understanding of the theoretical framework, demonstrated by generally effective explanation of both readings. But I think I could have used this answer "The target audience might find the image patronising because it uses the word ‘We’ and suggests that the only way a woman can be successful in the work place is by appropriating male characteristics / changing." As I think it best explains what I wanted to say.

4) Now look at question 4. Write a definition of vertical integration plus the benefits of it listed in the mark scheme to revise this key industry terminology. You may find the blogpost on ownership and control helpful here.

Vertical integration is when one conglomerate owns different companies in the same chain of production it's benefits are: 

• Greater control over every stage of the production 

• Increasing profit 

• Having complete ownership over creative products 

5) Finally, look at your 20-mark essay - question 6. Read this exemplar answer to help give you an idea of what a top-level response looks like. Then, write five points from either the exemplar answer or the mark scheme that you could have used in your answer. This will be excellent revision for a future film industry exam question.

• I, Daniel Blake does not offer star power in the way Marvel and Disney can but Ken Loach is a star director in the independent cinema world with 50+ years of making hard-hitting political films.

• Black Widow as a Hollywood blockbuster cost $200m to make – far more than independent films. However, due to the impact of Covid-19 on cinemas and the film industry, the film only made $379m at the box office – much lower than similar Marvel films that usually make around $1 billion at the worldwide box office.

• Black Widow was released on IMAX and sold as the true experience for Marvel fans with the widest screen in existence. Independent films in contrast will not be shot or released on IMAX.

• The importance of franchises and star power in Hollywood blockbusters. Big names are cast to draw audiences in e.g. Scarlett Johansson. Regardless of reviews a film receives, star power ensures a degree of box office success and the Marvel franchise has a huge existing audience ready to watch the next film.

• The importance of marketing a blockbuster film worldwide is clearly demonstrated by the massive Black Widow marketing campaign across billboards, YouTube and social media. There were also interviews with the big stars across Zoom and lots of video content and teaser trailers produced by Disney and Marvel.