A&M 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: Strong knowledge of narrative theory and reception theory with good grasp of media terminology 
EBI:Some of your responses are repetition of theory rather than levitation of the product

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.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.

2.Aggressively heterosexual representation perhaps shows male insecurity in light of the
decriminalisation of homosexuality in 1967.

3.Digital technology is allowing individuals to identify with different interpretations of
masculinity or indeed reject the concept of masculinity entirely. Maybelline campaign
reflects this.

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. 
-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.
• Promise of irresistible appeal – ‘sex sells’ (common narrative in men’s grooming; Barthes’
action code).
• Female desire – woman as active sexual agent, empowered sexuality (third-wave feminism).


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 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.

5) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20-mark essay question on David Gauntlett and whether identities are becoming more fluid. Find two arguments in favour and two arguments against the statement from the anticipated content in the mark scheme.

• Gauntlett argues that gender representation and identity is constantly changing (a “moving
target”) and suggests masculinity is not in crisis. Instead finds that men are finding their
place in a changing world – Manny Gutierrez provides a compelling example of this.
• Digital technology is allowing individuals to identify with different interpretations of
masculinity or indeed reject the concept of masculinity entirely. Maybelline campaign
reflects this.

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