Y12 exam - Media Paper 1: Learner response

 

1) Type up your feedback in full (you do not need to write mark/grade if you do not wish to).

Grade=B, 27/42

Q1) too much on Industry/marketing, focus more on genre, good writing

Q2) good understanding but product is a bit overlooked

Q3)detailed and integrated response

Q4) forgot the 2nd box

Q5) no comment

Q6) some good points 

2) Read the mark scheme for this exam carefully, paying particular attention to the 'indicative content' for each question. This is some of the best analysis you can do as it gives you an idea of what the exam board is expecting. For your LR blogpost, identify ONE point you could have added for the first three questions in Section A:

Q1 (unseen text) additional point/theory: 

• this advertisement makes heavy use of what Neale describes as ‘instances of repetition’, where

familiar tropes and imagery are used to engage with audience expectations around media products.

The advert works by explicitly connecting the watch to these well-worn ideas with the notion of

‘difference’ perhaps coming from the unusual foregrounding of the watch in the image which is

presumably a new model for the audience to desire.

• heavy focus on genres of order – the advert depicts the idea of the conflict being generated ‘from

without’ and Bond represents the ultimate vanguard of British military intelligence, keeping Britain

safe from those who would wish to harm it.

Q2 (unseen text and CSP) additional point/theory/CSP reference: 

• the advertisement has been constructed to engage with audiences’ expectations and plays

heavily on the notion of brand recognition. Audiences are familiar with Bond who is

represented as a British icon alongside an equally iconic Swiss watch

• conversely, the advertisement can be read as operating in terms of Butler’s notion of a

preformative or self-consciously stylised version of masculinity offered up to a media-

literate audience

Q3 (music video) additional point/theory/CSP reference: 

• for the majority of the video, the band members are shown driving aimlessly (and at times

rather recklessly) around the deserted streets of a city,

lip-synching to the song lyrics which reference ideas of political alienation and despair, eg

‘can’t go on no more’

• this can be read as more of a positive stereotype as the young men portrayed are

engaging in a form of social activism by creating a political commentary and bringing it to

mainstream 80s audiences – demonstrating a heightened sense of social conscience.

3) Now focus on Section B. Section B began with two questions testing your knowledge of industry terminology. Make sure you know the answers to these (get the answers from the mark scheme if you have to):

Benefits of horizontal integration: increased market share and reduced competition 

Vertical integration: 

• Spreading risk across a range of different business and platforms 

• Creating new potential revenue streams 

4) The Section B CSP focus was on Blinded By The Light. Look at the mark scheme and write a definition of traditional marketing with examples.

Definition of traditional marketing - all offline marketing strategies used to promote products or services

• newspaper and magazine critic reviews eg the Guardian newspaper review which called

the film a ‘buoyant but uneven crowd-pleaser.’ Some of the best reviews with their

accompanying star ratings were displayed in the later phase of the trailer and the poster

campaigns as ‘proof’ of the film's quality in an attempt to create an economic niche for the

product which was ultimately marketed as a ‘quirky, and well-written, independent British

film’.

• cross-promotion techniques were used throughout the campaign emphasising the trusted

brands (brand synergy) connected with the film product on promotional material and using

them to promote it eg the campaign made constant reference to Bruce Springsteen (a well-

established international and highly successful music star) and Bend it Like Beckham, the

director Gurinder Chadha’s previous smash hit film which made a huge international impact.

This is an obvious attempt at minimising risk in order to maximise profit (Hesmondhalgh)

5) Finally, identify three things you plan to revise before your next Media assessment or mock exam (e.g. terminology, particular theories or CSPs etc.) 

Genre theory, more work on unseen's