advertising assessment LR
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- able to explore the social cultural and historical contexts of adverts of adverts with reference to omo csp
EBI- Revise advertising conventions revise both galaxy and nhs represent csps red the questions carefully to respond to task
2) Read the mark scheme for this assessment carefully. Write down the mark you achieved for each question:
Q1: 0/2
Q2: 7/12
Q3: 3/6
Q4: 5/12
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.
-Specialist terminology is used appropriately and effectively throughout.
-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.
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.
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 be taken at face value in the 1950s and believed to be true.
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
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..
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