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).

23/29 AUPS x2 = cp x4!

WWW: very good grasp of the CSP's & key theories.

EBI:Q3 needs more development and dire of reference to the keywords.

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 - Black tie as a phallic object (Mulvey) - being grabbed by a female model.
• Q2 - The anchorage text in the Score hair cream advert reflects male insecurities of the changing world as there are repeated references to 'men' and 'masculine' in the design, and production and also suggests and acknowledgement that hair cream was seen as a more female product in the 1960's.
• Q3 - Sephora advert deliberately constructs an authentic representation of the black experience which challenges Gilroy's ideas of double consciousness.

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. 

• Barthes action codes - sex sells
• Kilbourne's analysis of women in advertising - use of female models, photoshop, costume
• Stereotypical ideals of beauty - white, mid-twenties and slim

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?

• Hypermasculine representation shows reflects traditional view of men in the 50's and 60's.
• Emphasis on hegemonic masculinity could be targeted at the gender equal pay act in 1970.
• Aggressive masculinity could be targeted at decriminalisation of homosexuality in 1967.
• Male as a hunter suggests Britain's colonial past.

  
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.  

• Social and ethnical hierarchies - black people are presented as dominant than other races in this video.
• Double consciousness - reflects the black experience. Black people are introducing their own authenticity.