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 - Another strong assessment showing very good knowledge of terminology and the CSPs

EBI - To move from grade 6 to 7+ requires a sharper focus on the question. For Q3, this was specifically race/ethnicity, for Q4 it was Galaxy's key message (luxury, silk etc)

 

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

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

Q4: 7/12

Total - 21/32

Grade = 6

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’.

- Notions of what a ‘real woman’ was – somebody who looks after the home.

- Mass production of washing machines/twin tubs etc. This eased the burden on women.

- 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!’

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.

- Other elements of the advert (perhaps inadvertently) reinforce traditional stereotypes of

race and ethnicity: 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.

- 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).

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.

- 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’.

- 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.

In future exams, i believe i need to work on reading the question thoroughly and using a few minutes before answering each question to annotate and plan my answer prior to answering the question. I also need to avoid using points that do not relate to my question.