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). 

Total = 16 Grade = 5

WWW: There's clearly some good knowledge here, particularly for OMO and Represent.

EBI: - Q4 is holding you back- not enough for a 12- Mark question. Was this timing or CSP                      knowledge?

         - Exam technique: see Q3. Don’t waste words, just get straight into answering Q.

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

Q1: 2 marks

Q2: 7 marks

Q3: 4 marks

Q4: 3 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. 

• ads in the 1950s reinforced dominant patriarchal values and beliefs e.g. women were judged by the ability to be 'house-proud' including the cleanliness of laundry
• 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 have taken at face value in the 1950s and believed to he true

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 a big modern office behind a big desk and MacBook with mise-en-scene emphasizing her power and authority. This subverts stereotypes of sex and race as we have a black women in a role of power

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.

• 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
• 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. This also helps to reinforce an empowering message to the (perhaps majority female) audience in terms of the rewards of Galaxy chocolate and the luxurious moments it can help create.
• 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.