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). WWW: great responses for Q2 you really explore how different contexts impact the OMO CSP production. Your Q4 provides lots of media theory/terminology which underpins Galaxy CSP's key messages.

EBI: consider how NHS represent CSP reflects/represents race + ethnicity  

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

Q1:2 marks 

Q2:9 marks
Q3:2 marks 

Q4:7 marks 

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.

• Encouraging women to have a competitive ‘winning’ approach to washing ‘whiteness alone won’t do’.
• A mundane task is made to seem exciting and rewarding – the image and the way it is anchored with ‘This’ll shake you, Mother!’
• Idea of cleanliness being next to godliness.

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.

• 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.

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.

• Propp’s theory of character types can also be applied to the advert but here it deviates from the traditional roles of the 1950s and applies modern gender stereotypes that subvert audience expectations. Initially, Audrey Hepburn is presented as a damsel in distress and Gregory Peck as the hero. However, when she takes the bus driver’s hat (making him the donor) she turns Peck into a mere sidekick or helper and establishes herself as the hero.
• 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’.