'Advertising 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).

Q1 

WWW: good grasp of the  key meanings

EB1: only one sentence needed to be more sustained and detailed 

Q2

WWW: found links  made between the two text

EBI: more references to specifics cultural/historical context

Q3

WWW: some evidence to the theory

EB1: more analysis  from  the Csp and cover key psychological  theories like Gilroy.

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

Q1

• Costume barely visible for female models – flesh on display. Heavily made-up faces –

constructed/Photoshopped image. Links to Kilbourne’s analysis of women in advertising.

Q2 

Hypermasculine, heterosexual image does not seem to reflect the significant social and

cultural changes of last 50 years in terms of gender roles. Reinforces hegemonic masculinity. 

Q3 

• ‘Othering’ or racial otherness: Paul Gilroy suggests non-white representations are

constructed as a ‘racial other’ in contrast to white Western ideals.


Q3) 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. 

• Costume barely visible for female models – flesh on display. Heavily made-up faces –

constructed/Photoshopped image. Links to Kilbourne’s analysis of women in advertising.

• Facial expressions – female models’ open mouths suggest lust, desire. Male model makes

eye-contact with audience.

• Brand logo – serif font, links to monochrome colour scheme, style, sophistication, tradition.

Understated, placed in bottom-left. Product not specified – about brand ‘feel’, aspiration

rather than actual product details.

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?

Colanoalism, 50s and 60s

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.   

• ‘Othering’ or racial otherness: Paul Gilroy suggests non-white representations are

constructed as a ‘racial other’ in contrast to white Western ideals.

• Racial essentialism: This refers to the linking of a person’s cultural and racial heritage to a

place of national origin. It is also used to suggest that people from a certain heritage are ‘all

the same’ and therefore to make value judgements about people from certain backgrounds.

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

• Double consciousness: Paul Gilroy used the term double consciousness to reflect the Black

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