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: You have clearly revised which is great as you are giving some detail and using media terminology mostly accurately.

EBI: Sometimes your written expression gets in the way of your meaning. Be careful you use all aspects of the question to help you create a strong point to prove with your evidence.

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

Q1: 2
Q2: 2
Q3: 1

Q4: 3

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. 

• Consistently appropriate and effective reference to OMO advertisement.
• Specialist terminology is used appropriately and effectively throughout.
• Excellent knowledge and understanding of contexts and their influence on media products and processes, demonstrated by consistently effective explanations of how context are reflected in advertisement.

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.

• Black female scientists shown towards end of advert subverts typical stereotypes of race/ethnicity in the media.
• The advert also 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 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.

• Mise-en-scene helps to create a sense of the genre of Audrey Hepburn's classic Hollywood romances. This references to classic Hollywood films is reinforced by the logo, slogan, and pack shot: the Galaxy packaging uses light brown and gold to create annotations of luxury.
• Propp's Theory of character types can also be applied to advert but here it deviates from the traditional roles of the 1950'samd applies a modern gender stereotypes that subverts the audience expectations.
• 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 to 'silk over cotton'.