Advertising assessment: Learner response
1) Type up your feedback in full.
WWW- This is absolutely brilliant...a joy to read! Your use of theory and historical context is a huge strength.
EBI- Q1 and Q2 are difficult to fault- very close to full marks. Just revise the historical point on Britain's colonial past briefly.
-Q3 contains some excellent analysis but lacks a sharp focus on the question that you'll need to move up to A*. You only really discuss the idea of a 'crisis of masculinity' at the start and end of the essay and need to address it throughout.
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-
Black tie worn by the male model can be seen as a phallic object (Mulvey) – being grabbed by female model.
Q2-
Score hair cream advert- Representation of gender reinforces Judith Butler’s idea of gender as performance – dominant/submissive gender roles clearly reinforced in construction of advert.
Emporio Armani ‘Diamonds’ advert- Advert does not support Gauntlett’s suggestion there has been a “decline of tradition” – this is a very traditional representation of masculinity.
Q3-
Arguments in favour of idea masculinity is ‘in crisis’- 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’.
Arguments against the idea masculinity is ‘in crisis’- Lynx brand has repositioned its advertising campaigns away from sexist, objectified representations of women to more of a male empowerment message (‘Find Your Magic’ campaign).
3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?
8
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?
Nothing to improve in terms of technical film language. I just need to make sure I read over my work to ensure no spelling mistakes.
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 revise more on the historical context on Britain's colonial past. The British Empire had already crumbled in 1948. 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.
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.
There are many examples that provide evidence for the idea that masculinity is in crisis. Firstly, the economy has changed and is continuously changing. Occupations that were seen to be traditionally ‘masculine’ (e.g. manual labour) have typically become automated; employers increasingly value ‘soft’ skills in the workplace, such as communication and emotional intelligence. These are traits – rightly or wrongly – that have traditionally been associated with women. Linked with this, women outperform men at every level of education and the gender pay gap has almost disappeared for women in their 20s.
These facts support the fact that masculinity is in crisis because men have been brought up to know that a 'man' is someone who is strong, muscular and a reliant father that can provide for his family. These stereotypes have been reinforced in the media for years. Examples include the Score Hair Cream advert and the Emporio Diamonds advert. However, in modern times, employers aren't looking for a physically strong man but, rather, a mentally strong mind that can handle any situation. This is likely to be very confusing to men which therefore puts masculinity in crisis as they are unsure on how to act.
WWW- This is absolutely brilliant...a joy to read! Your use of theory and historical context is a huge strength.
EBI- Q1 and Q2 are difficult to fault- very close to full marks. Just revise the historical point on Britain's colonial past briefly.
-Q3 contains some excellent analysis but lacks a sharp focus on the question that you'll need to move up to A*. You only really discuss the idea of a 'crisis of masculinity' at the start and end of the essay and need to address it throughout.
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-
Black tie worn by the male model can be seen as a phallic object (Mulvey) – being grabbed by female model.
Q2-
Score hair cream advert- Representation of gender reinforces Judith Butler’s idea of gender as performance – dominant/submissive gender roles clearly reinforced in construction of advert.
Emporio Armani ‘Diamonds’ advert- Advert does not support Gauntlett’s suggestion there has been a “decline of tradition” – this is a very traditional representation of masculinity.
Q3-
Arguments in favour of idea masculinity is ‘in crisis’- 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’.
Arguments against the idea masculinity is ‘in crisis’- Lynx brand has repositioned its advertising campaigns away from sexist, objectified representations of women to more of a male empowerment message (‘Find Your Magic’ campaign).
3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?
8
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?
Nothing to improve in terms of technical film language. I just need to make sure I read over my work to ensure no spelling mistakes.
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 revise more on the historical context on Britain's colonial past. The British Empire had already crumbled in 1948. 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.
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.
There are many examples that provide evidence for the idea that masculinity is in crisis. Firstly, the economy has changed and is continuously changing. Occupations that were seen to be traditionally ‘masculine’ (e.g. manual labour) have typically become automated; employers increasingly value ‘soft’ skills in the workplace, such as communication and emotional intelligence. These are traits – rightly or wrongly – that have traditionally been associated with women. Linked with this, women outperform men at every level of education and the gender pay gap has almost disappeared for women in their 20s.
These facts support the fact that masculinity is in crisis because men have been brought up to know that a 'man' is someone who is strong, muscular and a reliant father that can provide for his family. These stereotypes have been reinforced in the media for years. Examples include the Score Hair Cream advert and the Emporio Diamonds advert. However, in modern times, employers aren't looking for a physically strong man but, rather, a mentally strong mind that can handle any situation. This is likely to be very confusing to men which therefore puts masculinity in crisis as they are unsure on how to act.
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