Advertising and marketing assessment

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

Intertextuality refers to making references to any kind of media text using another media text.

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

OMO advertisment reflects on social and historical context of its time by portraying women as domestic workers. The OMO advert came out in 1955, where women were represented as housewives and stay at home mums who always look good for their husbands. In the advert, it clearly shows the women as enjoying cleaning and is dressed for no occasion.

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

Advertisements reinforce and challenge stereotypes in the media by making it seem as if women can't have a mans job, but can be at home cooking and cleaning for their families. In reality, you also see women getting jobs like CEO's and lawyers. Although, some advertisements reinforce stereotypes in the media by women being sex objects. This is shown by how women were showing off their bodies to please men in the adverts. Women are still modeling and are seen to be sex objects by media to this day, and are meant to have an 'ideal' body type created by society.

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

Advertisements challenge certain stereotypes by encouraging audiences to help out with something like in the represent advert. In this advert explicitly they need individuals from the BAME community to donate blood as only 3% of individuals who give blood are from BAME community. In the advert, you could see a women having a job as a CEO of a successful company which, what most society believe, is a 'mans' job. The whole purpose of the advert is to target the Black, Asian and Minority Ethnic as only 3% donate their blood to people who need it. The BAME community should be encouraged to help the people in need as well as other races.