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 responses and subject terminology

EBI: Explicitly state what the key messages of the the Galaxy advert is (slogan) 

Mark: 28/32 // Grade: 8

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

Q1: 2/2

Q2: 10/12

Q3: 5/6

Q4: 11/12

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.

• Encouraging women to have a competitive 'winning' approach to washing: "whiteness alone won't do".
• 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!’
• Idea of cleanliness being next to godliness.

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.

• It subverts stereotypes of race/ethnicity through Kanya King, CEO of MOBO, who is represented as a powerful black woman in an office, with mise-en-scene (formal costume, office setting, laptop prop) emphasising her power and authority.
• Black female scientists shown towards end of advert subverts stereotypes of minorities being displayed as less educated/less able in academic areas, especially STEM.
• The advert itself reinforces stereotypes of race and ethnicity by the producers using an urban music video shot on the roof of a car park, starring rapper and MC Lady Leshurr to target a black and minority ethnic audience. This reinforces stereotypes of race and social class with regards to the black community and other minority groups.

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.
• 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.
• 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.