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 very solid Q1+2- into the upper levels with plenty of good points. Just need to match that in Q3.

EBI: Revise postcolonialism+ Black beauty
- Look to add the depth/reference to text/theory to open up the top level in Q1+2. 

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.

Q1: Brand logo – serif font, links to monochrome colour scheme, style, sophistication, tradition. Understated, placed in bottom-left. Product not specified – about brand ‘feel’, aspiration rather than actual product details.
Q2: Aggressively heterosexual representation perhaps shows male insecurity in light of the decriminalisation of homosexuality in 1967.
Q3: The advert explicitly challenges the concept of racial essentialism – it is demonstrating the wide and varied versions of Black beauty across different places, genders and identities. The panel of 12 close-ups towards the end of the advert clearly demonstrates that the idea that different aspects of black culture are ‘all the same’ couldn’t be further from the truth.

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. 

~Gill- female gaze
~Kilbourne's analysis of women in advertising
~Intertextuality of a popular celebrity/over exposed subject. 

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?

~Feminism and it's waves
~The colonial references in the Score hair cream advert
~Decriminalisation of homosexuality in 1967.

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.  

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

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