Advertising assessment LR

 1)
WWW - this is a good lesson in exam preparation and technique. there is no doubt you have some knowledge of the csp but you need to work on some key areas to turn this into marks.
EBI - media terminology: you need to be picking up marks in Q1

exam technique: focus on the question. this is holding you back in Q3 and Q4 

2) 
Q1: 0
Q2: 4
Q3: 1

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. 

-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.

-Encouraging women to have a competitive ‘winning’ approach to washing ‘whiteness alone

won’t do’.

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.

Q4: 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.

 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.

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.