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). 

Mark total 10 grade 3
www. its clear you have knowledge of the csps so now we need to develop our exam technique so we can push into the higher levels 
ebi crucial anser the questions you need to focus on the q and not just say what happens in the advert revise representation and stereotype for nhs represent

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

Q1:2
Q2: 3
Q3: 2
Q4: 3

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.
• Encouraging women to have a competitive ‘winning’ approach to washing ‘whiteness alone
won’t do’.
• Notions of what a ‘real woman’ was – somebody who looks after the home. 

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.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.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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