Advertising assessment learner response
Learner response blog tasks
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.
‘Othering’ or racial otherness: Paul Gilroy suggests non-white representations are constructed as a ‘racial other’ in contrast to white Western ideals.
'Social and ethnic hierarchies': the belief that certain groups or races are superior to others.
Create a new blog post called 'Advertising 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).
WWW: -This is a very solid assessment that just needs a little more in each question for the top level.
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: -This is a very solid assessment that just needs a little more in each question for the top level.
EBI: -Q1+2 need a few more points or more depth/discussion of the points you can make.
- Q3 needs specific reference to the CSP to support your points,
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) Facial expressions – female models’ open mouths suggest lust, desire. Male model makes
eye-contact with audience.
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) Facial expressions – female models’ open mouths suggest lust, desire. Male model makes
eye-contact with audience.
Q2) -Representation of female desire arguably reflects female empowerment/third wave feminism. Female sexuality places power with women rather than men.
-Representation of gender reinforces Judith Butler’s idea of gender as performance- dominant/submissive gender roles clearly reinforced in construction of advert.
Q3) -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.
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.
-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.
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.
-Chiaroscuro, lowkey lighting
-Chiaroscuro, lowkey lighting
-Hypermasculinity
-Intertextuality
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?
Hypermasculine, heterosexual image does not seem to reflect the significant social and cultural changes of last 50 years in terms of gender roles. Reinforces hegemonic 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.
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?
Hypermasculine, heterosexual image does not seem to reflect the significant social and cultural changes of last 50 years in terms of gender roles. Reinforces hegemonic 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.
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.
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