Advertising: assessment

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

When one media text refers to or suggests another media text

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

In the 1950's women where represented as domestic and housewife as she is hanging clothes. they were seen as less superior to men. She is also wearing bright clothes and make up which signifes women as being attractive and she represents beauty and fashion as she is wearing red lipstick.The anchorage text is like a conversation between a child and their mother which signifies how effective the product is it reinforces the maternal stereotype.

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 NHS Blood and transplant campiagn reinforce stereotypes in the media by wearing sports wear which is associated with an urban enviroment.The jobs seem based on gender as women can be seen singing in a choir and dancing whilst men are sport celebrities and MPs.The murky, dark, gloomy roads illustare London weather.Also Lady Leshurr makeup shows the sterotype that women have to look attractive at all time. The music is grime/rap which links back to the urban area

The NHS Blood and transplant campiagn reinforce stereotypes in the media by using jobs not really assiociated with black people like scientist.Gender is also subverted as the boxer Nicholas Adams is portrayed as strong, Lady Leshurr as dominant , female scientists as smart, Kanya King , who is the CEO of MOBOs, as powerful.Futhermore age subverts stereotypes as the younger actors are portrayed as dedicated , hard-working and successful.