Advertising assessment learner response

 1) WWW : Overall fair attempt some strengths for question 2 (OMO) and links made to contexts.

EBI : Careless mistakes e.g.Q1 advertising conventions and not enough detail for Q4 revise Galaxy CSP in depth.

2) Q1 : 1 

Q2 : 7

Q3 :4

Q4 : 5

3) - Adverts would be taken at face value in the 1950s and believed to be true. ------ Many women worked in full-time paid employment during the war years and immediately afterwards. - As men replaced women in these jobs, advertising reconciled women to losing their jobs and transferring to unpaid domestic work.

4) Subvert - Black female scientists shown towards end of advert subverts typical stereotypes of race/ethnicity in the media.

Reinforce - The advert itself 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 and minority ethnic audience. This reinforces stereotypes of race and social class with regards to the black community and other minority groups.

5) Genre - 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.

Narrative - 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.

Intertextuality - 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.The ‘chauffeur’ looking similar to Gregory Peck also reinforces this.