Advertising and marketing assessment💕

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

Intertextuality refers to creating references to other kind of media text. Intertextuality is used in the galaxy advert when it refers to Audrey Hepburn's 1953 Movie Roman Holiday.

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

The OMO advertisement reflects the social and historical context of its time as in the 1950s women were presented as stay at home mothers who cooked and cleaned every day instead of working. This is shown in the OMO advert where the lady is cleaning happily. In addition, in the 1950s women were expected to wear a lot of make up and dress in a certain way, like in the OMO advert. In 1955 the producers of the advert wanted the audience to think that women are meant to do all the cooking and cleaning and enjoy it. This links to the social and historical context in 1955 where women were owned by men and had very little choices. The OMO advertisement reflects on this context by dressing the lady up and putting a lot of make up on her so she looks like a typical 1950s housewife. The modern audience could be offended by this social and historical context of the 1950s as it is much different nowadays.

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]

Stereotypes in the media are widely held but fixed ideas of a particular type of thing or person. Some advertisements reinforce stereotypes by presenting and building on those fixed ideas to show the audience what's expected of people. Whereas other advertisements subverts those stereotypes by rejecting those fixed ideas of people. In the NHS Blood and Transplant online Advertising campaign Represent stereotypes are reinforced and subverted. The advert reinforces the idea of black stereotypes when mentioning jobs like footballer, dancer, basketball player and performer. These jobs could be seen as jobs African - American people are specialised at. The advert also subverts stereotypes by mentioning jobs that men are only supposed to do, like a CEO. But the advert shows a mixed raced female as a CEO. Furthermore, the advert implies that disabled people can achieve things as well as other people can, which subverts the fixed idea that disabled people are incapable to try or achieve things themselves. Another way the advert reinforces stereotypes is by using a rap song in the video which also holds a black stereotype as rap has the most stereotypical thought about African - American people. It is thought to influence them to become more violent and commit more crimes. On the other hand the advert subverts the idea of the white or normalised society having the high rank and high paid jobs. In the advert it is shown that there is a diversity in the high rank jobs, which tells us that is represents a wide range of ethnicities.