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).

good understanding of historical contexts and reference to theories. question 3 needs explicit reference/examples to the named text.

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.

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.

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

5/6

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?

i focused a lot on different aspects of mise en scene but need to revise camerawork so that i can develop my points on this more.

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?

I need to develop the historical and cultural context about the colonisation in Britain and link this back to the ad.

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.

it could be argued that masculinity is in fact 'in crisis' as recent high-profile campaigns/movements such as #metoo and #timesup have challenged sexual harassment in the workplace. Some people have reacted against this by suggesting these campaigns emasculate men and contribute to a ‘crisis in masculinity'. Not only this, the Maybelline campaign also supports this as it received openly hostile or abusive comments such as: “Dads, this is why you need to raise your sons” – implying strong masculine role models are required to prevent men becoming emasculated. Furthermore, there is a lack of major advertising campaigns that seek to explicitly challenge or call out traditional

masculine stereotypes. For women, the Dove ‘Real Beauty’ campaign and the Always ‘Like a

Girl’ campaign have actively challenged dominant representations of women. Equivalent

campaigns for men either do not exist or have failed to have the same impact.