Advertising Learner Reponse

 1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

Q1) 5/8

WWW: Good analysis of signifiers 

EBI: a more sustained response - fill the space

Q2) 6/12

WWW: source comparison and attempted link to context

EBI: too many inaccuracies re; theory/context

Q3) 7/9

WWW: some excellent analysis and use of theory

EBI: again a more sustained argument to reinforce question, include more detail from CSP for example

overall score - 18/29 = C

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)

• 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?

Q2)

• Representation of gender reinforces Judith Butler’s idea of gender as performance –
dominant/submissive gender roles clearly reinforced in construction of advert.

Q3) 

• Sephora use a range of locations to reflect different aspects of the black community – hair
salon, kitchen, bedroom, dressing room. It is inclusive – diversity of gender and age is
incorporated as well as race.

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. 

• Promise of irresistible appeal – ‘sex sells’ (common narrative in men’s grooming; Barthes’
action code).

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

• Man as the hunted, looked-at object; objectification of men (Gill – 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?

• Representation of women in the Score advert reflects the changing role of women in the
1960s to some extent. This is no longer the stereotypical 1950s housewife but still a
reductive, exploitative, objectified representation of women.

• 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.

• 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 acknowledgment that hair cream was seen as a more female product in the 1960s.

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 ethnic hierarchies: the belief that certain groups or races are superior to others.

• Racial essentialism: This refers to the linking of a person’s cultural and racial heritage to a
place of national origin. It is also used to suggest that people from a certain heritage are ‘all
the same’ and therefore to make value judgements about people from certain backgrounds.

• 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.

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