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: Strong response for Q2 - which demonstrates good knowledge of gender representations for the unseen products + score csp
• EBI: Not enough detail for Q3 which merely explains csps but fails to tackle/engage with postcolonialism in detail or link to theories
• 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.

1. Snatched, paparazzi style shot – over-exposed subject, celebrity (intertextuality).
2. Advert does not support Gauntlett’s suggestion there has been a “decline of tradition” – this is a very traditional representation of masculinity.
3. 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.

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. 

• Kilbourne’s analysis of women in advertising
• Barthes’ action code
• 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?

• Decriminalisation of homosexuality in 1967
• The British Empire and the colonial dominance of the 19th century
• Reflects the changing role of women in the 1960s to some extent

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
• Racial essentialism
• Social and ethnic hierarchies
• Double consciousness
• Cultural conviviality