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- Some really excellent insightful points, especially in question 3
EBI- More close textual analysis needed in question 1 and a more balanced approach to the Armani advert. How could it be read as reflecting social change.
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.
Question 2- Armani advert: "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."
Score hair advert: "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."
Question 3- In favour of masculinity in crisis: "Some online reaction to Maybelline ‘That Boss Life’ campaign was openly hostile or abusive
(“Dads, this is why you need to raise your sons” – implying strong masculine role models are required to prevent men becoming emasculated)."
3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?
Revision- 5
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?
I mentioned some aspects of mise en scene such as costume, props and placement. I could have mentioned more to do with camera work and cinematography.
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?
For the Score hair cream advert I need to develop the historical and cultural context about the colonisation in Britain and how it links to the ad.
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.
It can be argued that masculinity is in fact in crisis which is causing an uproar from those with hyper-masculine societal beliefs. Some online reaction to Maybelline ‘That Boss Life’ campaign was openly hostile or abusive with statements such as, “Dads, this is why you need to raise your sons”, being brought to surface. This supports the idea that masculinity is in crisis as it is implying that strong masculine role models are required to prevent maes from becoming emasculated. This further reinforces the belief that our current society hasn't completely moved forward from typical gender roles and the idea that men are meant to be seen as 'masculine' and dominant. We can see this traditional belief being portrayed in parts of the media as there are a lack of major advertising campaigns that seek to explicitly challenge or call out traditional masculine stereotypes. For women, the Dove ‘Real Beauty’ campaign and the Always ‘Like a Girl’ campaign have actively challenged dominant representations of women, trying to rid of traditional stereotypes. Equivalent
campaigns for men either do not exist or have failed to have the same impact as most men in society are stuck with traditional beliefs of masculinity and do not often seek to see past them or find an alternative.
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