Learner Response

Create a new blog post called 'Advertising assessment learner response' and complete the following tasks:

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: solid answers, with good fews on the questions.

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.
-->Increasing equality is impacting on men: women outperform men at every level of
education; gender pay gap has almost disappeared for women in their 1920s.
Traditional representation of masculinity more in keeping with 1960s or 1970s; in terms of
Gelfer’s stages of masculinity: stage 2 “conscious masculinity”. Reinforces “glamorous James
Bond” style of masculinity that Gelfer suggests has changed – this advert would oppose that
view.
Monochrome (black and white) – stylish, sophisticated, reinforces traditional heterosexual
meanings; consistent with aspirational branding. Low-key lighting, ‘chiaroscuro’, backlighting

visible in shot – suggests stage lights/spotlights, fashion show?

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

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?
-->Aggressively heterosexual representation perhaps shows male insecurity in light of the
decriminalisation of homosexuality in 1967.
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.
Representation of women in the Score advert reflects the changing role of women in the
1960s to some extent. This is no longer the stereotypical 1950s housewife but still a

reductive, exploitative, objectified representation of women.

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. 

EBI: more details n historical/ cultural contexts needed for Q2
-->The representation of the male as a hunter in a foreign jungle setting suggests a reference to
the British Empire and the colonial dominance of the 19th century.
Representation of women in the Score advert reflects the changing role of women in the
The 1960s to some extent. This is no longer the stereotypical 1950s housewife but still a
reductive, exploitative, objectified representation of women.
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.
Representation of female desire arguably reflects female empowerment McRobbie writes
about in 1990s women’s magazines. Third-wave feminism – female sexuality places power
with women rather than men.
Traditional representation of masculinity more in keeping with 1960s or 1970s; in terms of
Gelfer’s stages of masculinity: stage 2 “conscious masculinity”. Reinforces “glamorous James
Bond” style of masculinity that Gelfer suggests has changed – this advert would oppose that
view.