Advertising assessment learner response: blog tasks

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 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-This is a superb -well done! you clearly know the CSPS and engage with the questions so well. keep up the good work

EBI-keep an eye on written English in places 

-see the mark scheme for detailed examples of the social / cultural / historical context that can push you to grade 8+

2) Read the mark scheme for this assessment carefully. Write down the mark you achieved for each question: 
Q1: 2/2
Q2:9/12 
Q3: 4/6

Q4:  8/12 


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. 

gender stereotypes in the 1950. women being expected to be house wives.

colour scheme. red white and blue same as the British flag  this carries a sense of nationalist pride.

women were treated as children.



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).

• Black female scientists shown towards end of advert subverts typical stereotypes of

race/ethnicity in the media.

• Chuka Umunna in suit with Houses of Parliament behind him subverts stereotypes of black

men in the media. Again, camera shot and mise-en-scene creates a powerful representation

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.

• 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.

• 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.

• 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.



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