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.