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).

 Confident responses to Q1 and Q2 however Q3 need to refer to post-colonialist concepts.

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. Tie as a phallic object.

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

3. ‘Othering’ or racial otherness: Paul Gilroy suggests non-white representations are
constructed as a ‘racial other’ in contrast to white Western ideals.

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. 

 -Promise of irresistible appeal – ‘sex sells’ (common narrative in men’s grooming; Barthes’
action code).

-Black tie as a phallic object (Mulvey) – being grabbed by female model.

-Costume barely visible for female models – flesh on display. Heavily made-up faces –
constructed/Photoshopped image. Links to Kilbourne’s analysis of women in advertising.

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 historical context regarding the hierarchy of men and women in the 60s and the laws surrounding this such as the equal pay act.

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.

- 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.

-Social and ethnic hierarchies: the belief that certain groups or races are superior to others.