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: some knowledge of how adverts demonstrate gender representations e.g. in the unseen advert + sephora CSP

EBI: see comments next to each question


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 - Armani ‘Diamonds’ advert constructs a traditional, hypermasculine message – fiercely
heterosexual. Suit, white shirt, tie – classic masculine mise-en-scene.

2 - Hypermasculine, heterosexual image does not seem to reflect the significant social and
cultural changes of last 50 years in terms of gender roles. Reinforces hegemonic 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.

classic masculine mise-en-scene, ‘sex sells’ (common narrative in men’s grooming; Barthes’
action code), over-exposed subject, celebrity (intertextuality).


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?

Traditional representation of masculinity more in keeping with 1960s or 1970s; Reinforces
glamorous James Bond style of masculinity. Armani advert arguably reflects the ‘crisis of masculinity’ some refer to – assertively heterosexual, perhaps reflecting the struggle men face to find their place/role in the 21st century. Armani captures the way men wish to see the world.

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.

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

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