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)

01

  • More media terminology 
  • Develop your explanations 
02
  • More theory needs to be developed
  • How does context shape representation - draw and make a judgement 
03
  • Nut much of an argument - ‘to what extent’ it is not showing a clear line of argument 
WWW: 
Fair attempt overall, you are able to attempt language analysis of an unseen product 
EBI:
See my comments next to each Q

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.

01. 

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


Female desire – woman as active sexual agent, empowered sexuality (third-wave feminism). Arguably reflects a changing representation of women post-1980s.


02. 

Representation of female desire arguably reflects female empowerment/third wave feminism. Female sexuality places power with women rather than men.

03.

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


The advert explicitly gives credit to black beauty trends and innovations such as the hairbrush, ‘cut creases’ or ‘beat faces’. Again, this challenges postcolonial ideas such as social and ethnic hierarchies and places black creators in the mainstream.


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.
-Brand Logo (Serif font) 
-Objectification of men (Gill)
-Facial expressions - females (open mouth) suggest lust and desire

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?
-1970s - Equal Pay Act 
-Decriminalisation of homosexuality in 1967
-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.
-‘Othering’ or racial otherness 
-Racial essentialism 
-Social and ethnic hierarchies 

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