Advertising & Marketing 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). For the EBI (write down each bullet point for each question)

WWW: Clear knowledge and understanding of post colonial ideas which you consider with the Sephora cast. Attempt to build arguments and judgements. 

EBI 1: More embedded media theories, ideas on power and ideology 

EBI 2: Too general and repetitive, little theory included, analysis is too descriptive and doesn't focus on the why

EB1 3: Develop the "to what extent" part - give another side to the argument? 

2) Read the whole mark scheme for this assessment carefully (find this on your class Google Classroom). 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), Black tie as a phallic object (Mulvey) – being grabbed by female model

2) 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 but still a

reductive, exploitative, objectified representation of women, Advert does not support Gauntlett’s suggestion there has been a “decline of tradition” – this is a very traditional representation of masculinity.

3) Social and ethnic hierarchies: the belief that certain groups or races are superior to others, the way events, issues, individuals (including self-representation) and social groups (including social identity) are represented through processes of selection and combination.

Overall, the whole Sephora Black Beauty is Beauty advert subverts post colonial ideologies as it provides credit - of positive things - back to black communities which subverts negative stereotypes as a whole as the audience is placed in a position where they learn about what the black community has done for us. 

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.

- Female desire and the objectification of men (Gill)

- Black tie as a phallic object

- Third-wave feminism - women are not more open to their own sexual desires and are allowed to embrace their femineity for themselves rather then for men

, 

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?

Emphasis on traditional hegemonic masculinity perhaps a reaction against the gains made by

women during the 1960s culminating in the Equal Pay Act in 1970. Representation of gender reinforces Judith Butler’s idea of gender as performance. 

Summary:

- Equal pay act in 1970 is ignored

- Reinforcements of traditional gender roles -exploitative, objectified representation of women.

- Butler's idea that gender is a performance 

- 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 and link this to a moment in the advert.

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. 

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.

Extra information I could've gone into detail with:

- Double consciousness

- Social and ethnic hierarchies

- "Othering" of black communities