Advertising assessment learner response

 WWW: The first three questions in this assessment are close to perfection- superb work! Excellent knowledge of the CSPs shown throughout.

EBI: The only thing holding you back from a 7+ grade here is question focus in  Q4. You needed more on the key messages about the product (luxury etc.)

MARKS

Question 1 : 2/2

Question 2: 9/12

Question 3 : 6/6

Question 4: 5/12

QUESTION 2 

• language and imagery evolve and change over time to reflect current usage and new trends

• Coming out of post-war shortages/rations etc. readily available items such as washing

powder were beginning to make things easier.

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

QUESTION 3

• 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.

• Black female scientists shown towards end of advert subverts typical stereotypes of

race/ethnicity in the media.

QUESTION 4

• 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) that helps to emphasise the quality and reward

elements of the message.

• 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’.