'Advertising & Marketing: Final index

1) Advertising and Marketing: Key conventions

2) Gender stereotypes in advertising 

3) January assessment learner response

4) Advertising CSP 1: OMO print advert 

5) Advertising CSP 2: Audrey Hepburn Galaxy advert

6) Advertising CSP 3: Represent NHS Blood campaign 

Advertising CSP 3: Represent NHS Blood campaign

1) What does BAME stand for?

Black, Asian and minority ethnic

2) Why is there a need for blood in the BAME community? 

Less than 3% of donors are from the BAME community so they need more of their blood type to save life

3) What does this advert want people to do once they've seen it (the 'call to action')?

Donate their blood to the NHS 

4) Why is the advert called 'Represent'?

People of BAME backgrounds feel proud to 'represent' their background by donating their blood  

5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous - make sure you write their names and spell them accurately.

The British society and culture is driven by celebrity remodels, so the audience can relate and have a deeper connection with the campaign making them want to join the movement. 

Lady Leshurr: An English rapper, singer and producer. She is famous for her freestyling rap style and has her own clothing line

Olympic gold medalist Nicola Adams: A famous black female boxer who won a gold Olympic medal

Labour MP Chuka Umunna: A black male who is a member of parliament and was representing the Labour party

6) What are the connotations of the slow-paced long shot of empty chairs at the end of the advert?

Allow the audience to reflect the deeper meaning of the campaign and realize that the empty chairs have a message which is that there aren't enough people donating blood so donate blood to help combat the issue.

7) How does the advert match the key conventions of a typical urban music video?

It has an urban setting, located on a rooftop in the city of London and there are many different colors and exciting range of famous celebrities.

8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 

Gender: Kanya King - CEO of MOBO sat at her desk from a low angle to connotate the powerful character she is.

Race: Labour MP Chuka Umunna. A black male in a position of authority and power.

Disability: Wheelchair basketball player Ade Adepitan. A basketball player however he is a wheelchair user and doesn't let that stop him.

9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?

Race: The idea that 'black people are for entertaining the white' is reinforced as many of the celebrities shown are sport players or musicians.

10) Choose one key moment from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).

Wheelchair basketball player Ade Adepitan is showcased in this scene of the advert wearing blue jean clothing and he is sat in his blue wheelchair which can reinforce gender stereotypes of men wearing blue. His hair is tied back in dreadlocks which deeply enforces black culture this allows the black audience of the advert to feel more willing to donating their blood. 

Galaxy advert CSP

1) What key conventions of TV advertising can you find in the Galaxy advert?

There is an anchorage text towards the end asking the rhetorical question 'Why have cotton when you can have silk' and there is also a pack shot in this same scene . The advert also consists of star power as they use a famous celebrity for their main character. 

2) What is the key message the Galaxy advert is communicating about its chocolate? The slogan for the advert will help you with this question.

'Why have cotton when you can have silk' which can commute the question of why have cheapness when you can have luxury.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 

Audrey Hepburn was a huge Hollywood star in the 1950s and 1960s. So Galaxy would have chosen her for star power.

4) What is intertextuality?

When one media text refers to or suggests another media text

5) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

The advert is set in the 1950s so it is typical to see the female character Audrey Hepburn's face covered in make up. It is also set in Italy which can also communicate the connotations of Italian luxury. 

6) Which of Propp's character types are can be found in the advert and how do they change? (Note: just choose two or three character types that are definitely used in the advert - it does not use all seven). 

Hero: The man that offers her a ride in his car

Villain: The fruit stall being knocked over hence delaying the journey

Heroine/Princess: Audrey Hepburn in the bus without being able to complete her trip

Donor: The bus driver as he gives up his hat since he is no longer the main driver

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

The equilibrium starts off with Audrey's sweet journey however is then diseqilibrialised by the bus's crash into the fruit stall which causes the bus to stop however when the heroic man comes to offer her a ride in his car all is fixed in the new equilibrium as she enjoys her ride with luxury chocolate.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 

It subverts the expectations of the representation of celebrity however towards the end it aligns with the expectations this is because in the beginning she is riding a public bus however towards the end she is being chauffeured with luxury.

9) What representations of gender can you find in this advert?

During the advert there are only men driving from the beginning when a man is riding his mophead and to the bus driver and then toward the end when a man offers her a ride. This can implement the stereotypes of women driving and how it may not be allowed.

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 

In accordance to Propp’s Character theory Audrey is the princess in need of help which is a little bit stereotypical for women however towards the end becomes the hero as she is relaxing in the back of a vintage car with her luxury chocolate.

January assessment learner response

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

Total = 21 Grade = 5

WWW - There is lots to credit here : your argument for Q6 is just superb and exactly what we're looking for. You now need to add all the depth and consistency across the whole paper to reach the 8+ grade we're aiming for.

EBI - Revise terminology : media codes, vertical integration etc.

       - For Q6, the argument is brilliant but you need more detailed reference to the CSPs for the top level :                         distribution, marketing methods etc.

2) Read the mark scheme for this assessment carefully (you'll need your Greenford Google login to access this). Write down the mark you achieved for each question:

Q1: 1 mark

Q2: 0 marks

Q3: 5 marks 

Q4: 0 marks 

Q5: 2 marks

Q6: 13 marks 

Where you didn't achieve full marks, write WHY you think you missed out on the extra marks. Use the indicative content suggestions in the mark scheme to help with this. If you got any media terminology wrong in the assessment you can make a note of it here.

I mistook the words for other media terminology and therefore achieved no marks.

3) Look specifically at question 3 - did you successfully write about both the preferred and oppositional readings? Did your answers match any in the mark scheme? Copy in one answer from the mark scheme that you could have used.

The target audience might find the image patronizing because it uses the word ‘We’ and suggests that the only way a woman can be successful in the work place is by appropriating male characteristics / changing.

4) Now look at question 4. Write a definition of vertical integration plus the benefits of it to revise this key industry terminology. You may find the blogpost on ownership and control helpful here.

A business strategy in which a company controls multiple stages of its production process and supply chain this allows it to reduce costs of production.

5) Finally, look at your 20-mark essay - question 6. Read this exemplar answer to help give you an idea of what a top-level response looks like. Then, write a new essay plan for this question, using the suggested answers in the mark scheme and the exemplar to help you. Use a format like this:

The statement in the question is difficult to refute in purely financial terms. Marvel, for example, will spend upwards of $200 million on global marketing campaigns and production budgets, expecting billion-dollar returns on their investment. Hollywood cinema is now a multi-billion dollar industry. On the other hand, it could be argued that low-budget films like I, Daniel Blake, directed by Ken Loach, are not attempting to compete with Disney and Marvel but rather attempting to exist independently.

Veteran independent filmmaker Ken Loach made the low-budget British film I, Daniel Blake, which cost £2 million to make. The purpose of the film, which is very political, is to show how the government's austerity and benefits cuts were hurting ordinary people from working class Britain. Ken Loach, the film's director, and Entertainment One, its distributor, employed innovative and low-cost strategies to spread word of the film. It had already won the prestigious Palm D'or at the Cannes Film Festival, which brought in a lot of attention. #WeAreAllDanielBlake social media campaigns followed. In addition, the film had a premiere in Newcastle, where it is set, and Jeremy Corbyn, the leader of Labour at the time, attended the London premiere. Finally, despite the film's limited marketing budget, guerrilla marketing strategies were employed to pique interest. Buildings throughout the United Kingdom, including the Houses of Parliament in London, were illuminated with the title and key lines from the film. This was one of Ken Loach's most financially successful films thanks to the worldwide box office haul of £11 million made possible by all of this.

In contrast, despite earning significantly more money than I, Daniel Blake, Marvel's Black Widow may have disappointed in terms of box office performance. The $200 million Marvel film received mostly positive reviews and positive feedback from fans. Sadly, the film did not do as well at the box office as other Marvel releases because of the global Covid-19 pandemic. The Disney+ premium streaming release will have contributed slightly to the $389 million worldwide box office total, but in the end, it will have fallen far short of the billion-dollar expectations of parent company Disney. This was despite the fact that Marvel's marketing machine employed every strategy at its disposal, including the star power of Florence Pugh and Scarlett Johansson, interviews with television shows all over the world, promotion via social media, Marvel website features, IMAX-exclusive footage, billboard advertising, and numerous other methods.

In conclusion, it's hard to believe that Hollywood blockbusters and low-budget independent films are the same industry because they are so different. Because the films are competing for very different audiences and using very different success criteria, it is crucial to evaluate their success in different ways. In this regard, I, Daniel Blake is undoubtedly the more commercially successful film.

OMO advert CSP blog tasks

 1) What year was the advert produced?

The advert was produced in the year 1955.

2) How were women represented in most adverts in the 1950s?

Most advertisers portrayed women as wives and mothers. They also sexualised women a lot.

3) How does the heading message ('OMO makes whites bright') and the typography promote the product?

The repetition of white and bright throughout the advert can be seen as a persuasive technique

4) Analyze the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

The character in the middle of the advert poster is a women who's face is drenched in make up implying the message that women should look perfect even when they are washing clothes. She is also wearing a jumper with the sleeves rolled up which connotate the implications of hard labour.

5) Why is a picture of the product added to the bottom right of the advert?

The pack shot allows the consumer to recognize the product when they go and purchase it or go to any super market.

6) What are the connotations of the chosen colour in this advert - red, white and blue?

The colors can have the connotations of the British flag as after WWII the country had won the war so everyone was celebrating the power of Brittan which was a patriarchic thing. 

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

The anchorage text uses statistics to encourage consumers to purchase 'Today millions of women insist on this' makes consumers feel as if they have to join the rest.

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

The advert makes it seem as if it is aimed at a female audience especially house wives due to the text reading 'THIS'LL SHAKE YOU MOTHER'. Giving the impression that women are the ones who are going to be happy about this cleaning product.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

This product is amazing and can make clothes white and bright.

10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?

The way women in this advert are represented is totally unacceptable as women can appear however they want they don't need make up just to wash clothes and in detail why should they be washing the clothes and not men.