Advertising and marketing assessment

1) What does intertextuality refer to in Media Studies? [2 marks]

Intertexuality means when media text refers to or suggests another media text. Intertexuality is used in the galaxy advertisement as it make a reference Audrey Hepburn movies such as 1953 film Roman Holiday - to interest and engage the reader more.

 

2) Explain how the OMO advertisement reflects the social and historical context of its time. [6 marks]

Many OMO adverts suggest that women are the only people that have to work, such as cleaning.In many adverts in 1950s, women were represented as house wives. This is because in OMO advert it shows that she needs to be grateful and happy with whatever she does as a house wife. However, nowadays many posters contradict with the posters in the 1950s as men and women are presented more equally in many adverts. Hence, it indicates and emphasises clearly women are shown as house wives in the 1950s. This reinforces the house wife and gender discrimination stereotype.In the anchorage text, the use of bandwagon persuasive language technique as it the phrase to support this is, '' Millions of other women ''. This clearly illustrates that the noun ' Millions' shows that many women were treated like this. One way that it reflects on social and historical context is that woman were owned by their husbands and they were shown as inferior to their husbands and other men. In addition, women are also shown as house wives. This instantaneously tells us that men have freedom and women are people who are controlled by men or their husbands. Therefore, they had no freedom and had to obey and stay under control by their husband. In addition, The woman was wearing heavy make up which conveys she had to look good even though she had to do house chores. In the women's society, it indicates they are only needed for house work. Also, the facial expression is joyful and cheerful. The reader instantaneously recognises that she needs to be smiling and should be grateful for what they have. So, there was gender discrimination and not gender equality as the men shown as more superior than women in 1955 adverts.

3) How do advertisements reinforce and challenge stereotypes in the media?

Answer with reference to the NHS Blood and Transplant online advertising campaign Represent. [12 marks]

The advert subverts stereotypes. Some of the jobs mentioned in the advert were chef, pilot, nail bar, bartender, scientists, CEO and many more. However this also shows that these jobs are very hard and one of the popular jobs, for example Doctor. Many say high ranked jobs are many for the white or a normalised society, however in this advertisement they show diversity and a lot more ethnicity. This instantly notifies the audience that it represents a normalised community. On the other hand, other jobs like football, fashion (designer), dancer, basketball player, boxer and actor were also mentioned in the advert. This reinforces the idea of a black stereotype and it also indicates it relates to sports and performance. From Ade Adepitan this shows a representation of disability and ethnicity. Furthermore, indicates that disabled people can achieve things as well as other people. The empty chairs connotes the lack of donors as towards the end of the advert it states ''Only 3% of blood donors are black or Asian'' . Basically, it is to persuade and encourage the BAME community to give blood and save a life. This also symbolises death for the patients that have specific diseases that need a lot of blood. This represents the blood donations are needed t save lives. In addition, it is emphasised the camerawork as it gives a slow zoom - this gives an effect on the reader that they will be surrounded by an atmosphere of guilt. Also, at the very beginning the Music artist Lady Leshurr starts the scene or sets the scene in a car park in London and when you go in further into the music video, you will see more shots of scenery. This tells me, in my opinion, that majority of the BAME community live in London and it will be very helpful for them to donate blood.