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: excellent performance overall for this assessment! Strong response for Q4 on galaxy which really addresses the question with lots of relevant evidence to support.

EBI: for Q2 consider analysing the OMO CSP advert in further relation to historical, social and cultural context. Revise advertisement conventions.

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

Q1: 1/2
Q2: 8/12
Q3: 4/6

Q4: 10/12

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. 

Many women worked in full-time paid employment during the war years and immediately 

afterwards. As men replaced women in these jobs, advertising reconciled women to losing their jobs and transferring to unpaid domestic work.

Adverts would be taken at face value in the 1950s and believed to be true.

Coming out of post-war shortages/rations etc. readily available items such as washing powder were beginning to make things easier.

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.

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).

Many of the celebrities are from sporting or performance-based backgrounds (e.g. Nicola Adams – Olympic boxer plus football, dance, fashion, drama). This arguably reinforces traditional stereotypes of even successful black role models tending to be celebrated for their performances or physical capabilities.

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.

Galaxy’s key message is ‘why choose cotton when you can have silk’. The message is one of

luxury, pleasure and the quality of Galaxy chocolate.

Use of Audrey Hepburn also links Galaxy to classic Hollywood style and glamour, nostalgia

for golden age of Hollywood. In this way, genre and intertextuality are crucial in

communicating this key message.

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.