Advertising assessment: Learner response

Advertising assessment: Learner response


1) WWW: This is a massive step forward : a really impressive assesssment that should be higher than a C based on Q1 and Q2. You've clearly revised the material and written in depth and detail. Well done!

EBI: You need to add consistency/stamina across the whole paper. In Q3 you lose your way and the second half of the essay feels like you're not sure on  your point. You lack focus on the question too. Planning will help with this - it's essential for 20+ mark questions.

When using theory, make sure you apply it to the text. A couple of time you mention Butler but not how her ideas are reflected in the product.


2) "Female desire – woman as active sexual agent, empowered sexuality (third-wave feminism,
McRobbie). Arguably reflects a changing representation of women post-1980s."
3) I would rate my revision and preparation a 6.
4) For Question 1, I should have included things such as facial expressions (which fall under mise en scene) on the models which I could have link to the idea of women satisfying male pleasures. Also, the use of brand logo and fonts and the idea of a snatched, paparazzi style shot.

5) The idea of anchorage text which reflect male securities in a changing world which links to the idea of the culture at that time and historical context such as the male being a hunter in a foreign jungle linking to the idea  British empire and  and colonial dominance in the 19th century.

 6) It could be argued that the idea of masculinity being in crisis. Example of this is the traditional masculine jobs due to the economy changing, jobs like manual labour have been replaced with jobs that need qualities such as communication and intelligence which some consider to be "soft skills". However, it can be argued that masculinity is not in crisis due to things such as the Lynx brand re-positioning  its advertising campaigns away from sexist, objectified representations of women to more of a male empowerment message (‘Find Your Magic’campaign).

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