LR: advertising assessment

 

Learner response blog 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: brilliant for q1 and q2  ebi: revise post colonial theory 17=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: analyse the font q2: annotate 2010 and talk about the difference between them q3: use post colonial theories

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. 

• Man as the hunted, looked-at object; objectification of men (Gill – female gaze).

• Snatched, paparazzi style shot – over-exposed subject, celebrity (intertextuality).

Brand logo – serif font, links to monochrome colour scheme, style, sophistication, tradition.

Understated, placed in bottom-left. Product not specified – about brand ‘feel’, aspiration

rather than actual product details.

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 gender reinforces Judith Butler’s idea of gender as performance –

dominant/submissive gender roles clearly reinforced in construction of advert.

• Advert does not support Gauntlett’s suggestion there has been a “decline of tradition” – this

is a very traditional representation of masculinity.

• Traditional representation of masculinity more in keeping with 1960s or 1970s; Reinforces

glamorous James Bond style of masculinity.

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.

• 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.

• 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.

• Scenes of video tutorials and the representation of women from different backgrounds

suggests cultural conviviality – building on the idea that aspects of black beauty have formed

the basis of mainstream beauty culture.

• If the advert was largely a response to the racial profiling scandal, then perhaps it could be

read in a more cynical way, with a predominantly white company looking to recover from

negative PR. Similarly, the 15% pledge that Sephora has committed to still means black

producers will account for only a small minority of the products on Sephora shelves.