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).

WWW: Muhammed, some moments of displaying knowledge/ understanding of Advertising/ marketing e.g knowledge of score CSP.

EBI: Analysis in general is too basic, limited not detailed or enough theory being validated. 

Mark: 12/29

Grade: D 

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: Advert does not support Gauntlett’s suggestion there has been a “decline of tradition” – this is a very traditional representation of masculinity.

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.

Q3: ‘Othering’ or racial otherness: Paul Gilroy suggests non-white representations are constructed as a ‘racial other’ in contrast to white Western ideals.

 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.

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. 

Female desire

Black tie as a phallic object (Mulvey) – being grabbed by female model.

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?

I feel like I needed to revise more of the past and what was happening at the time of the producing of the Score hair cream advert such as heterosexual representation which can show 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.  

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.

The advert very deliberately looks to construct an authentic representation of the black experience. This therefore challenges Gilroy’s ideas of othering and double consciousness.