Advertising & Marketing assessment: Learner response

Learner response blog tasks

Create a new blog post called 'Advertising & Marketing assessment learner response' and complete the following 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-Ramla, sound knowledge of both CSPs(score and sephora) with attempts at linking/validating theory, e.g. Gauntlett.

EBI-Q1-Apply relevant media theory and develop points further such as how meaning is constructed.

Q2-More of a clear and sustained argument needed throughout, judgements need to be explicit.

Q3-More emphasis on analysis of the CSP and mentioning of other theories such as Butler.

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

Understated, placed in bottom-left.

Q2-Representation of gender reinforces Judith Butler’s idea of gender as performance –

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

Q3-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.

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.

Mulvey's male gaze, Kilbourne's women in advertising & Gill's female gaze.

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?

Armani advert reinforces hegemonic masculinity that has not been supported in recent decades and scores adverts aggressively heterosexual representation perhaps shows male insecurity in light of the decriminalisation of homosexuality in 1967.

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.

Racial essentialism, social and ethnic hierarchies and double consciousness.