Advertising assessment learner response

Your learner response is as follows:

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: You pick out plenty of relevant aspects to the unseen advert in Q1 but after that it is difficult to find much to credit. This needs to be a real wake-up call before the end of your Y12 exam.

EBI: You don't seem to have grasped the debates regarding masculinity, society and the media critical for Q3. Urgent revision/learning required here.

Written English is holding you back in places.

Media Theory a major weakness. Revise Mulvey's male gaze... It is the gaze of the male audience.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.

For question 1, adding a little theory such as Male Gaze would've helped me gain marks. 

For question 2, I could've easily gained marks if I had added much more context and analysed more. Furthermore, I need to link my answer to modern cultural context/society.

For question 3, I need to improve the way I am phrasing sentences. I must also proof read what I am writing because some things make no sense. Furthermore, I need to expand my points and be CLEAR.


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

If i'm being honest, I'd give myself a 1 as I didn't prepare for the assessment to the best of my ability and if anything, I left revision till last minute as I had many other exams the same week which I had to also prepare for.

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?

For Question 1, I got 5 out of 8 marks. To gain full marks I should've added a little theory and revised the Male Gaze.

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?


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.

Anchorage text in the Score advert reflects male insecurities in a changing world – repeated
references to ‘men’ and ‘masculine’ in design, production and use of the product suggests
an acknowledgment that hair cream was seen as a more female product in the 1960s.

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 19 th century.

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.

Representation of gender reinforces Judith Butler’s idea of gender as performance –
dominant/submissive gender roles clearly reinforced in construction of advert.

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. 


In my opinion, I believe that masculinity is 'in crisis' as females are starting to work in industries that were male dominated such as: Engineers, plumbers and builders. Furthermore, the gender pay gap (Where men used to get paid more than woman) has decreased for young women.

The Maybelline 'That Boss Life' advert has a digital influencer 'Manny MUA' who is openly gay. Older generations would see this as masculinity being in crisis because not many people used to be openly gay and being gay was believed to be wrong. However, younger generations wouldn't see Manny any different to anyone else as the younger generation is more accepting towards people who are bisexual/gay. 

Campaigns such as the #MeToo is preventing and creating awareness for sexual harassment that takes place. This could portray that masculinity is in crisis and this goes against the female gaze. This could portray that masculinity is in crisis because the norm used to be (for older generations) that women are sexual 'objects' that are there for pleasure and men think they could do whatever they want.