Advertising & Marketing assessment learner response

 Learner response blog tasks

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: Very good effort overall. Clear revision and preparation has gone into this result. Good knowledge + understanding of theoretical framework + theory.

EBI: See comments next to each question

LR: Complete LR blog task

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) Snatched, paparazzi style shot – over-exposed subject, celebrity (intertextuality).

Q2) Hyper-masculine, 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) Cultural conviviality: This refers to the real-world multiculturalism and racial harmony that most people experience on a day-to-day basis. It is in stark contrast to the racial disharmony and binary view often presented by the media.

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.

- Monochrome (black and white) – stylish, sophisticated, reinforces traditional heterosexual meanings; consistent with aspirational branding. Low-key lighting, ‘chiaroscuro’, back-lighting visible in shot – suggests stage lights/spotlights, fashion show?

- 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.

- 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?

- Anchorage text in the Score advert reflects male insecurities in a changing world – repeated references to ‘men’ and ‘masculine’ in design, production and use of the product suggests an acknowledgement that hair cream was seen as a more female product in the 1960s.

-  The representation of the male as hunter in a foreign jungle setting suggests a reference to the British Empire and the colonial dominance of the 19th century.

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.

- 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 experience in the UK and USA. One aspect is living in a predominantly white culture and having an aspect of identity rooted somewhere else. He describes this as a “liquidity of culture”. He also uses it to highlight the disconnect between black representations in the media and actual lived experience. Often, these representations are created by white

producers.

- Cultural conviviality: This refers to the real-world multiculturalism and racial harmony that most people experience on a day-to-day basis. It is in stark contrast to the racial disharmony and binary view often presented by the media.