Advertising assessment learner response

 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: Marwa, an overall fair assessment. Your question 2 was very good and clear and you were able to compare both adverts.

-EBI: Not enough detailed textual analysis for question 1.Also question 3 was too opinionated and not supported with enough theory to validate your argument.

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.

-Question one: monochrome: black and white colour scheme.
-Question two: Representation of women in the Score advert reflects the changing role of women in the 1960s to some extent. This is no longer the stereotypical 1950s housewife
-Question three: Paul Gilroy's theory about 'othering'

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. 

-Black tie as a phallic object (Mulvey) – being grabbed by female model.
-Stereotypical ideals of beauty – slim, twenty-something, white.
-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?

-The representation of the male as hunter in a foreign jungle setting suggests a reference to the British Empire and the colonial dominance of the 19th century. 

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 uses the term to show that races other then the white were seen as less then them.
-Double consciousness: Paul Gilroy used the term double consciousness to reflect the Black experience in the UK and USA.
-Cultural conviviality: This refers to the real-world multiculturalism and racial harmony that most people experience on a day-to-day basis.

Comments

Post a Comment

Popular posts from this blog

Feminist theory: blog tasks

Image
  Media Magazine reading - two articles on feminism and theory Read  Playing With The Past: Post-feminism and the Media  ( MM40 , page 64 -  our Media Magazine archive is here ). This is a great example of sophisticated media analysis and an indication of the level we want to be writing at by the end of the two-year course. 1) What examples are provided from the two texts of the 'male gaze' (Mulvey)? -HBO’s Pan Am and Beyoncé’s music video for ‘Why Don’t You Love Me’, both  which use the historical setting of the Fifties and early Sixties, a time before the Feminist movement, to reinforce post-feminist ideologies. 2) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form? -In the pilot episode of Pam Am we see Laura having her weight and appearance checked this shows we do still need feminism as it acknowledges the terrible sexism the women experience, and even punishing male characters who behave in a sexist way. Beyonc
Read more

Advertising: Postcolonialism

  Introduction to Postcolonialism: blog tasks Answer the following questions on your blog: 1) Look at the first page. What is colonialism - also known as  cultural imperialism?  -From the 16th  century onwards, European countries  effectively got into a race to see how  many undiscovered lands they could  conquer first, and by ‘undiscovered’ I  mean, ‘countries where the indigenous  population didn’t have good enough  weapons to fight back’. 2) Now look at the second page. What is postcolonialism?  -  A  range of theories and ideas that have come from the legacy of colonialism and slavery. It attempts to define attitudes and values that can often still persist in society today – such as an assumption of the superiority of white Western values and ideals in relation to other cultures. 3) How does Paul Gilroy suggest postcolonialism influences British culture? - Postcolonial melancholia (sadness) to reflect Britain failure to come to terms with losing its empire. Britain is still  obsess
Read more