Advertising Assessment: LR

 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). 

Total = 14   Grade = 4

WWW: Q3 is very strong: a top level answer. The challenge now is to match that level across the whole paper.

EBI: Revise conventions (Q1) : we want to be picking up those low-tariff questions whenever possible.

-For Q2 and Q4 you need a little more detail the CSPs.

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

Q1: 0/2
Q2: 4/12
Q3:5/6 

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. 

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

powder were beginning to make things easier.

    • Very strong focus on whiteness and brightness conveys the idea that a woman should take

pride in her appearance and her family and that they are a reflection of her ‘This’ll shake

you, Mother!’

   • Mass production of washing machines/twin tubs etc. This eased the burden on women. 

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).

   • The advert itself also reinforces stereotypes of race and ethnicity by the producers using an

urban music video shot on the roof of a car park starring rapper and MC Lady Leshurr to

target a black and minority ethnic audience. This reinforces stereotypes of race and social

class with regards to the black community and other minority groups.

   

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.

 Genre-  • 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.

  Narrative- • 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.

Intertextuality-• 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’.