Advertising assessment learner response

1) Feedback:

Score: 24/32

Grade: 7

WWW: Wajiha, another solid performance here! Lots to credit and comment on - focus on Q4 (Galaxy) is developed!

EBI: For NHS (Q3) identify key figures from the advert who represent ethnicity/race and subvert/reinforce.

2) Marks:

Q1: 2/2

Q2: 8/12

Q3: 4/6

Q4: 10/12

3) Some points that I didn't include in my answer to Q2 (the OMO 12 mark question) were: adverts would be taken at a face value in the 1950s and believed to be true; encouraging women to have a competitive 'winning' approach to washing with the use of the phrase 'whiteness alone won't do', a mundane task is made to seem exciting and rewarding - ie the image and the way it is anchored with 'This'll shake you, Mother!'.

4) One way in which the NHS Represent advert subverts stereotypes of race and ethnicity is by the use of Kanya King, CEO of MOBO, who is presented as a powerful black woman in an open-plan office behind a MacBook with mise-en-scene emphasising her power and authority (e.g. costume, pose, expression, setting). A way in which they reinforce stereotypes of race and ethnicity is 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) The 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. 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 whilst the ‘chauffeur’ looking similar to Gregory Peck also reinforces this. The use of ‘Moon River’ is another intertextual reference to Audrey Hepburn’s films, and the style of music also helps Galaxy establish their key message of ‘silk over cotton’.