Advertising assessment learner response

-
WWW: Good understanding of how women were historically represented and good subject knowledge in regards to OMO.

EBI: How does mise-en-scene (genre) reinforce the messages within the advert?



Q1: 2/2
Q2: 4/12
Q3: 3/6
Q4: 3/12

TOTAL MARK: 12/32
TOTAL GRADE: 4

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. 

-Excellent knowledge and understanding of contexts and their influence on media products and processes, demonstrated by consistently effective explanations of how contexts are reflected in advertisements.

-Generally appropriate and effective reference to the OMO advert but there are occasional inaccuracies/omissions.

-Specialist terminology is mostly used appropriately and effectively.

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.

-appropriate and effective focus on the representations created by the media product.

-Consistently appropriate and effective focus on the representations created by the
product.

-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).

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.


-Use of Audrey Hepburn also links Galaxy to classic Hollywood style and glamour, nostalgia
for golden age of Hollywood. In this way, genre and intertextuality are crucial in
communicating this key message.


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


















Comments

Post a Comment

Popular posts from this blog

Industries: Ownership and Control

-
1) What is a   conglomerate  in the media industries?  a large company that owns smaller companies.  2) What is a subsidiary? a smaller company that is owned by a bigger company. 3) What are the benefits for media companies of vertical integration? it gives the companies opportunities to make money at every stage of production and distribution. 4) What are the benefits for media companies of horizontal integration? it gives them the opportunity to cancel out competition make money from both sides (both companies). 5) Give three examples of media companies or brands that have used synergy to maximise their profits. There are examples in the notes above to help you. Disney, Pixar and Marvel. 6) What is convergence and what device has changed the relationship between audiences and producers?  Technological convergence refers to the fact we can now access all different types of media on one device. The device that has cha...
Read more

Camera movement and editing

-
 CAMERA MOVEMENT:  The camera movement at the beginning of the scene s slow and steady but begins to speed up at 0:55 as the people dressed in uniform begin to chase the guy who is dressed more casually. At 0:58 a handheld camera movement is used. The director could have added this in in order to make the audience feel like they were apart of chase that had started it could also be used as a way to show how the “criminal” is feeling. At 1:05 the director uses a crane shot to show the people dressed in uniform fly down one by one to where the “criminal” is. The director could have used this camera movement to further dramatise and exaggerate the situation that the “criminal” has gotten himself into. At 1:13 (continue of a crane movement) the camera pans outwards and shows the people in uniform surrounding the “criminal” as the camera comes to a still movement the people who’re in uniforms also have their feet planted flat on the ground the director could have included this to s...
Read more

connotations and denotations

-
Image
  Denotation: there is a boy in the photo who looks disappointed. The background is dull and there is a broken wall next to the boy. He is wearing an old dirty dirty t-shirt. Connotation:  The slogan "dig toilets not graves" suggests people are dying and the other people, like the boy, have to dig the graves of these people. The wall in the background is broken which suggests the lack of money that these people have. The water aid mark is written in white and blue which gives connotations of cleanness. Analysis: The advert helps the audience to understand how important water is to people like the boy on the screen. in addition, the text that says “dig toilets not graves” shows how severe the lack of water is in certain countries. Also in the corner it says “water aid”. The word aid suggests that this advert is for a charity that is probably trying to raise enough money to send clean water to children in need. Denotation: In the photo there is a photo of an eye, a baby who has...
Read more