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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: This is a good assessment that shows real engagement with the issues and debates. You have clearly revised theory and the CSPs and use these well throughout. To pushup to B+...

EBI: Written English. I know we've discussed this but Focus particularly on topic sentances in 20- mark questions.
- content:cultural, historical or contemporary. More please!
- sharp Focus on the Q required throughout

 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.

 Facial expressions – female models’ open mouths suggest lust, desire. Male model makes
eye-contact with audience.
     Representation of female desire arguably reflects female empowerment McRobbie writes
about in 1990s women’s magazines. Third-wave feminism – female sexuality places power
with women rather than men.
     Some online reaction to Maybelline ‘That Boss Life’ campaign was openly hostile or abusive
(“Dads, this is why you need to raise your sons” – implying strong masculine role models are
required to prevent men becoming emasculated).

3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?

8

4) Look at your answer and the mark scheme for Question 1. What aspect of technical film language (camerawork, mise-en-scene etc.) or advertising persuasive techniques do you need to revise to improve your response to this kind of question in future?

 The Persuasive techniques is definitely something that I should've definitely write about. I feel like the film language is something that I should pay more attentin to, but the analysis is definitely not that bad.

5) 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?

Traditional representation of masculinity more in keeping with 1960s or 1970s; in terms of Gelfer’s stages of masculinity: stage 2 “conscious masculinity”. Reinforces “glamorous James Bond” style of masculinity that Gelfer suggests has changed – this advert would oppose that view.

6) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20 mark essay question on David Gauntlett and masculinity 'in crisis'. Write a completely new paragraph for this question based on the suggested theories/answers in the mark scheme. Make sure it is an extensive, detailed paragraph focused on the question and offering examples/textual analysis from the Advertising CSPs. 

 The idea of “Views of gender and sexuality, masculinity and femininity, identity and selfhood, are all in slow but steady processes of change and transformation.' assures us that masculinity was created as what we now call 'toxic masculinity.' The idea of man not being strong or tall enough was never anything natural or therefor normal, but applied by society and their expectations. You can see the change of out views through the difference between the score cream ad and the Maybelline ‘That Boss Life’ YouTube advert. The insecurity of man wearing a simple hair cream to not seem gay to the gay man himself representing male gender by advertising a mascara. The main change in our society is simply the awarness of what we are and how acceptable we feel about the world being more then 'black and white'.

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