Advertising assessment learner response: blog tasks

Advertising assessment: learner response

WWW: Provided lots of relevant examples/evidence when analysing the given CSPs e.g. Todorov's theory for Q4

EBI: longer responses with more detail e.g. Q2 + Q3

Q1: 2/2

Q2: 9/12

Q3: 4/6

Q4: 9/12

Question 2:

• 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
• Coming out of post-war shortages/rations etc. readily available items such as washing powder were beginning to make things easier
• Adverts would be taken at face value in the 1950s and believed to be true

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.
• Chuka Umunna in suit with Houses of Parliament behind him subverts stereotypes of black men in the media. Again, camera shot and mise-en-scene creates a powerful representation that is notably different to what we usually see in the media.

Question 4:

• 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.
• 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’.
• Galaxy’s key message is ‘why choose cotton when you can have silk’. The message is one of luxury, pleasure and the quality of Galaxy chocolate.