Advertising media 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: Abdul, a good detailed, clear response for Q2 - lots of specific advertisement conventions analysed in relation to the OMO CSP.

EBI: Not enough detail for Q3 on NHS Represent CSP - Work on your things

Not enough focus on genre or intertextuality for Q4

LR: See blog.  Mark: 18/32  Grade: 5

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

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

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.

 • Idea of cleanliness being next to godliness.

 • The scientific/futuristic is implied by the product’s qualities – this would be appealing to the

audience.

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).

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.

• 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.

• 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.

Represent NHS Blood & Transplant campaign: blog tasks

1) What is an advertising campaign?

An advertising campaign are campaigns that will usually appear across multiple media platforms - print, broadcast and online.

2) What is the objective of the NHS Represent campaign? 

NHS' objective/goal for this campaign was to get as many people as possible to donate their blood for their campaign

3) What does this advert want people to do once they've seen it (the 'call to action')? 

Encourage themselves to be generous and donate blood for their campaign

4) Why is the advert called 'Represent'? 

The connotation of the advert being called 'Represent' could be that each person that donates from a certain race group represents that race group's statistics on how much percent of people have donated blood from that race/ethnicity 

5) Why have the producers chosen celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.

Lady Leshurr, Nicola Adams, Ade Adepitan

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

The connotation of the empty chairs may be to encourage at least 3 people to donate blood but it is instead empty as there isn't enough people donating. This also links to the slogan 'REPR3SENT' with the 'E' backwards and is instead a three.

7) How does the advert match the key conventions of a typical urban music video?

It has many slogans in the video and also shows the logo so that the audience can recognise it.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 



9) How does the advert reinforce certain stereotypes? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?



10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

Galaxy 'Chauffeur' advert: blog tasks

 1) What key conventions of TV advertising can you find in the Galaxy advert?

• Narrative
• Editing
• Camera shots
• Logo and Slogan
• Sound
• Mise-en-scene

2) What is the key message the Galaxy advert is communicating about its chocolate? The slogan for the advert will help you with this question.

The key message communicated is that their chocolate is more luxurious and better than the others.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 

Audrey Hepburn was a huge Hollywood star in the 1950s and 1960s. Galaxy makes reference to Audrey Hepburn movies such as 1953 film Roman Holiday to interest and engage the audience.

4) What is intertextuality?

Intertextuality is where one media product (e.g. Galaxy) makes reference to other media products (e.g. Audrey Hepburn movies such as 1953 film Roman Holiday) to interest and engage the audience.

5) What Audrey Hepburn films are suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

Audrey Hepburn movies such as 1953 film Roman Holiday the year of her hit film was referenced in the advert and the advertising agency used a CGI-version of Audrey Hepburn.

6) Which of Propp's character types can be found in the advert and how do they change? (Note: just choose two or three character types that are definitely used in the advert - it does not use all seven). 

• Hero - The man in the car that gives Audrey Hepburn a ride.
• Helper/Sidekick - The bus driver
• Heroine/Princess - Audrey Hepburn

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

There is an equilibrium at the start which gets disrupted by a fruit cart which has fallen over and is blocking the bus. This disequilibrium then gets resolved as a man in a car offers to give Audrey Hepburn a ride which then they move on with the new equilibrium.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 

Audrey Hepburn is represented as a Heroine/Princess who's journey is disrupted by a fruit cart and needs saving by a man.

9) What representations of gender can you find in this advert?

Females - needs saving/ help by a man

Males - Is the hero/saviour of the female

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts?

The stereotypes are subverted in the end as the man in the car offers a ride to Audrey Hepburn whos journey was disrupted and needs help.

 

Advertising: Key conventions

 

Part 1: Skittles advert analysis

1) What key conventions of print adverts can you find and what are the connotations or deeper meanings of each convention? For each convention, write about how it communicates meaning to the audience. See the Maltesers advert above for an example of how to do this.

Logo/Slogan - " TASTE THE RAINBOW " may connote that since we aren't able to touch or eat the rainbow, skittle will help us think what it may taste like.

2) What is the USP (unique selling point) for Skittles and how do you know? Does the advert use any of persuasive techniques listed above?

The Colour Scheme is full of the colours in a rainbow  - recognisable from the packets of Skittles as it uses many colours, creating a brand identity. 

Part 2: Advert research

Use Google images to research classic adverts. Find examples for the following and add them to your blog:

1) An advert with a clear brand identity

2) An advert that uses shock tactics or a controversial idea

3) An advert that creates a a strong emotional connection to the audience