Mark Scheme for Question 5, 7, 8

Level 1 (3-4)
Level 2 (5-6)
Level 3 (7)
Level 4 (8-10)

Question 6

Level 1 (10-11)
Level 2 (12-13)
Level 3 (14-15)
Level 4 (16+)

Question 5



• Colour
• Framing
• Narrative
• Slogans
• Branding

Chinese NIke
Colour - stands out (Used to promote image of special, superior, sense of victory, Maslow's hierarchy of needs (at the top of the primary), only a few people achieve the success
Grey scale used to juxtapose the top and the masses support and take pride in promoting them to the top (Everyone is shared in the success) - Promotes unity in Chinese national identity
The millions indicate that they are the best of the best, difficult to get to the top
Shape of people is like a victory box with the colours in the first place
National colours are used
Red has connotation of luck in chinese culture
Appears to look like the olympic flame (use of red and yellow colours)
Adidas and Olympic use synergy, both promoted

Slogan, Adidas doesn't know what it means to be impossible. Everything can be achieved with the help of Adidas
English and Chinese extend target audience - Universal image but dual language

Amazon recommendations is not intended for question 5 - Its for question 8 to do with media strategies

Clearasil - The Cover Pimple!

Added for Mr. Williamsons enjoyment
Classic case of Maslow's Hierarchy of need, self-esteem, love and belonging
Play on paranoia for need to clear pimple - Love won't come unless u buy clearasil
Magazine doesn't exist

Question 6

Mr Williamson is happy with the annotation!
Logo, role models, lines of appeal, celebrities

Part C wasn't done well

Don't advertise the problem of sweat shops

Unlikely to be used in the real exam
Real Exam is going to be easier - More generic
"Create a product and explain it's appeal to a teenage audience)

D - Appeal to teenage

ARG - Alternative Reality Games
Text based language
Colloquial language / slang - Identifiable language (things they'll understand)
Celebrities - Show its already popular
Mass herd appeal - Its not cool unless you have it

Question 7

A question badly done
Women are still exploited, not much has changed
You can question the term exploitation
Female bodies were objectified to sell products - Objectification (Laura Mulvey)
Women are being used to sell products

Feminism displaced by post-feminism
Women can and ought to use body to sell products
Its not exploitation to use body to make money - its fine to use body to make money

Is showing male torso as the same as women
If women like the image, then men will think looking like that will bring success and acquiring women
Women naked torso is very sexual while the male is more aspirational


Mr Williamson in 2005

Question 8

NO! Companies are only starting to use it - Internet use still in infancy
Many are still stuck in print and tv
many in 40+ demographic still use hard-copy
Still massive non-internet

Susan Boyle - Britian's got talent
Average looking women who was expected to be horrible but turned out brilliant
has millions of hits
Things get spread quickly (Entire facebook or twitter community find out about it)

ARG - Play a game before you buy product - Use internet to drop hints
Clues are shared with audience
Viral advertising
Twitter - Magpie
Side panels
Banner advertisement
Google - searches (Sponsors)
Transfer people to a different source (Repetition) - Drop you at a different page or force you to see a video advert before the video that you want to see
User Based Advertising
NOT POPups

UBA tells us about the character (user)
Makes the advertising specific