Advertising assessment learner response

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 1)Grade 6, 20/32

-WWW=You clearly know the CSP's really well and you are using media terminology accurately mostly.

-EBI=Be as specific and formal as you can in your answers with as much detail as you can.

2) Q1= 2/2 Q2= 8/12 Q3= 2/6 Q4= 8/12

3)

• The scientific/futuristic is implied by the product’s qualities – this would be appealing to the

audience.

• Idea of cleanliness being next to godliness.

• adverts would be taken at face value in the 1950s and believed to be true.


4)

• 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).

• Chuka Umunna in suit with Houses of Parliament behind him subverts stereotypes of black

men in the media. Again, camera shot and mise-en-scene creates a powerful representation

that is notably different to what we usually see in the media.

• 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.

5)

• Mise-en-scene helps to create a sense of the genre of Audrey Hepburn’s classic Hollywood

romances. The selection of a stereotypical Italian Riviera setting filled with 1950s/1960s

nostalgia helps create the atmosphere for Galaxy’s key message. There are several ‘pack

shots’ of the product (one in close-up)

• 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.

• 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’.

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