Advertising assessment learner response
1) 'You have constructed a clear, mature essay consistently engaging with the question and proving your points with integrated theory and clear examples from the media text. Excellent!
Your first question is weaker- make sure you can apply media knowledge to unseen products as well as CSP's.'
2) Potential points missed out:
Q1: Desirable men, using the aftershave makes you elite, desirable and wanted. Gender fluidity, 2019 advert, playing with stereotypical roles. Androgyny.
Q2: Full marks.
Q3: Are women depicted as sexually in the 'Score Hair Cream' advert?
3) 7/10
4) How meanings are created, how to apply these to unseen adverts. Gender fluidity representation, androgynous.
5) Even though I achieved full marks in this question, I could develop more on my view on how women are presented, not only for the use of men, but the fact that they are all white- link to colonialist values. Stereotypical portrayal of women, hierarchy.
6) Question 3 paragraph:
Moreover, it can be argued that gender identities isn't seen as a crisis, as it is driven in part by a socially liberal mass media, meaning it is seen as normal. This is reflected through the Maybelline 'That Boss Life' advert. David Gauntlett argues that gender representations and identity is constantly changing, this is known as a "moving target", therefore implying that masculinity isn't in a crisis. It instead "finding a place for themselves in the modern world", an example of this is Manny Gutierrez. He is a gay man and Maybelline's first male ambassador due to his popularity on social media (4.5m YouTube subscribers) he got selected, this proves that the choice was audience-driven and suggests that the masculinity isn't in a crisis, but is subject to becoming more fluid, due to the liberal mass media and new/digital media- "the mass media is a force for change" (Gauntlett). Another example that proves that identities are becoming more fluid is the Lynx advert, they have re positioned their campaigns away from sexist, objectified representations of women to more of a male empowerment message (Find Your Magic), therefore showing an almost androgynous portrayal of masculinity identity. Also, Butlers idea of gender as 'a performance' could be applied to this advert as Gutierrez himself has responded to online trolls and criticisms of gender and identity by saying that "men don't have to be tough and strong" depicting that gender is socially constructed by societies (Butler) and suggests how societies are becoming used to fluid identity through 'opinion leaders'.
Your first question is weaker- make sure you can apply media knowledge to unseen products as well as CSP's.'
2) Potential points missed out:
Q1: Desirable men, using the aftershave makes you elite, desirable and wanted. Gender fluidity, 2019 advert, playing with stereotypical roles. Androgyny.
Q2: Full marks.
Q3: Are women depicted as sexually in the 'Score Hair Cream' advert?
3) 7/10
4) How meanings are created, how to apply these to unseen adverts. Gender fluidity representation, androgynous.
5) Even though I achieved full marks in this question, I could develop more on my view on how women are presented, not only for the use of men, but the fact that they are all white- link to colonialist values. Stereotypical portrayal of women, hierarchy.
6) Question 3 paragraph:
Moreover, it can be argued that gender identities isn't seen as a crisis, as it is driven in part by a socially liberal mass media, meaning it is seen as normal. This is reflected through the Maybelline 'That Boss Life' advert. David Gauntlett argues that gender representations and identity is constantly changing, this is known as a "moving target", therefore implying that masculinity isn't in a crisis. It instead "finding a place for themselves in the modern world", an example of this is Manny Gutierrez. He is a gay man and Maybelline's first male ambassador due to his popularity on social media (4.5m YouTube subscribers) he got selected, this proves that the choice was audience-driven and suggests that the masculinity isn't in a crisis, but is subject to becoming more fluid, due to the liberal mass media and new/digital media- "the mass media is a force for change" (Gauntlett). Another example that proves that identities are becoming more fluid is the Lynx advert, they have re positioned their campaigns away from sexist, objectified representations of women to more of a male empowerment message (Find Your Magic), therefore showing an almost androgynous portrayal of masculinity identity. Also, Butlers idea of gender as 'a performance' could be applied to this advert as Gutierrez himself has responded to online trolls and criticisms of gender and identity by saying that "men don't have to be tough and strong" depicting that gender is socially constructed by societies (Butler) and suggests how societies are becoming used to fluid identity through 'opinion leaders'.
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