Advertising & Marketing assessment learner response

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential). For the EBI (write down each bullet point for each question)

WWW: Clear ability to analyse an unseen media text. Some knowledge and understanding of advertising CSPs.

EBI: Add more context, develop ideas more, add relevant theory.

2) Read the whole mark scheme for this assessment carefully (find this on your class Google Classroom). Identify at least one potential point that you missed out on for each question in the assessment.

Q1- 

Monochrome (black and white) – stylish, sophisticated, reinforces traditional heterosexual meanings; consistent with aspirational branding. Low-key lighting, ‘chiaroscuro’

Q2- 

Advert does not support Gauntlett’s suggestion there has been a “decline of tradition” – this is a very traditional representation of masculinity.

Q3- 

Social and ethnic hierarchies: the belief that certain groups or races are superior to others.

3) Look at your answer and the mark scheme for Question 1 (Diamonds advert unseen text). List three examples of media terminology or theory that you could have included in your answer.

-Stereotypical ideals of beauty

-paparazzi shot

-constructed/Photoshopped image

-serif font

4) Look at your answer and the mark scheme for Question 2. What aspects of the cultural and historical context for the Score hair cream advert do you need to revise or develop in future?

-emphasis on traditional hegemonic masculinity perhaps a reaction against the gains made by women during the 1960s culminating in the Equal Pay Act in 1970.

-Armani advert arguably reflects the ‘crisis of masculinity’ some refer to – assertively heterosexual, perhaps reflecting the struggle men face to find their place/role in the 21st century. Armani captures the way men wish to see the world.

5) Now look over your mark, comments and the mark scheme for Question 3 - the 9-mark question on Sephora 'Black Beauty is Beauty'. List any postcolonial terminology you could have added to your answer here and link this to a moment in the advert.

-‘Othering’ or racial otherness: Paul Gilroy suggests non-white representations are constructed as a ‘racial other’ in contrast to white Western ideals.

-Social and ethnic hierarchies: the belief that certain groups or races are superior to others.