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).

WWW: Q1 +Q2 are excellent : both very close to top level. This is a great sign for future progress 

EBI: Revise post-colonialism + sephora :  this is the only thing holding you back from a B+ grade.

        - paragraph! particularly in Q2 

LR: see blog

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

Q2:

• Representation of gender reinforces Judith Butler’s idea of gender as performance –

dominant/submissive gender roles clearly reinforced in construction of advert.

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.

• Scenes of video tutorials and the representation of women from different backgrounds

suggests cultural conviviality – building on the idea that aspects of black beauty have formed

the basis of mainstream beauty culture.

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 – slim, twenty-something, white.

• Black tie as a phallic object (Mulvey) – being grabbed by female model.

• 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.

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.

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.  

• Racial essentialism

• Social and ethnic hierarchies

• Double consciousness

• Cultural conviviality