Advertising assessment learner response

 Learner response blog 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).

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: 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?

Q2: Armani 'Diamonds' advert has representation of female desire and arguably reflects female empowerment/third wave of feminism. Female sexuality places power with women rather than men. Whereas, the score hair cream advert has emphasis on traditional hegemonic masculinity which is perhaps a reaction against the gains made by women during the 1960s culminating in the Equal Pay Act in 1970.

Q3: cultural conviviality: refers to the real-world multiculturalism and racial harmony that most people experience on a day to day basis. It is in stark contrast to the racial disharmony and binary view often presented by the media.


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