Advertising assessment: Learner response

Advertising assessment: Learner response

The Advertising & Marketing assessment was a great opportunity to demonstrate the progress you are making in A Level Media.

The first part of your learner response is to look carefully at your mark, grade and comments from your teacher. If anything doesn't make sense, ask your teacher - it's crucial we're learning from the process of assessments and feedback. 

Your learner response is as follows:

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

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Tpf: 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.

·         Good understanding of the theoretical framework that is demonstrated by frequent appropriate consideration of representation theories.

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

On the scale i would honestly say my preparation is around 3.

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?

• theoretical framework (media language) to analyse how meanings are constructed in the advertisement
• highly appropriate use of subject specific terminology throughout
• use of mise-en-scene is required, for example, the Armani suit and tie
• detailed and critically engages with the nuanced aspects of how meanings are constructed.

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?

·         Hypermasculine representation reflects traditional view of gender roles in 1950s and 1960s.

·         Emphasis on traditional hegemonic masculinity perhaps a reaction against the gains made by women during the 1960s culminating in the Equal Pay Act in 1970.

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

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. 

I agree with the fact that masculinity is in crisis as women are beginning to gradually dominate and more able to do and complete actions that men do. For example " contemporary masculinity is often said to be 'in crisis', as women become increasingly assertive and successful ... men are said to be anxious and confused about what their role is today". Thus, this shows that women are becoming more dominating and gaining power. Therefore this also leads to the idea in a rise of feminism. Thus as women increasingly achieve and become as successful as men can be it results in gender equality and thus agrees with the fact of women and men becoming more equal. So, this then causes men to be unsettled by changing gender identity, putting many in crisis and this decreases hyper masculinity and rejects the orthodox society of 'traditional masculinity', Gelfer.