Advertising and marketing assessment

1) What does intertextuality refer to in Media Studies? [2 marks]
intertextuality is where one media product makes reference to other media products to interest and engage the audience. for example a food brand referencing an old movie in a advert.


2) Explain how the OMO advertisement reflects the social and historical context of its time. [6 marks]
The OMO advertisement clearly portrays sexism in the past years by showing how different genders were assigned different roles at the time by society and how the men were superior to women. this was shown effectively in the OMO advertisement as they used a domesticated woman in an advert regarding cleaning products, in the advert the woman is made to look attractive and appealing to 1950s standards and she is made up using makeup and she is being presented in a very glamorized way to make the domesticated role of being a woman look pleasing and acceptable. also in the anchorage at the bottom we read a conversation between the mother and presumably her daughter,  it reinforces the stereotype of women being domesticated as her child is also telling her to buy it which suggests even the child is being brought up to believe that women and the mother in the family are responsible of house role. this just shows how normalised women being the ones in the kitchen doing housework - hence them featuring a woman in the advert and not a man.  


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]
Advertisements challenge certain stereotypes by encouraging audiences to help out with/do something like in the represent advert. In this advert specifically they want people from the BAME community to donate blood and subvert to the stereotypes of only 3% of people who donate blood are from BAME community. In the advert they also show both genders doing jobs that could be stereotypically associated with one gender. For example a CEO of a company would usually be associated with a man but we see a businesswoman in an office in this advert which challenges stereotypes, and illustrates that any job is possible for anyone.The main point of the whole advertising campaign is to show the audience that only 3% of minorities donate blood and the subvert from this and mainly persuades black and asian minorities to donate blood. Donating blood could potentially save lives therefore, whatever colour or race, everyone should be donating blood to the people in need.