Advertising assessment learner response

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1) 31/40, Grade B+

WWW: Excellent use of theorists/quotes, especially in Q3!
EBI: Use paragraphs. And more detailed analysis needed for Q1. Closer analysis of media language.

2) Points I missed out in each question;

Q1: Black tie as phallic object (Mulvey)- being grabbed by female model.

Q2:
  • 'Emporio Diamonds' advert- Advert does not support Gauntlett's suggestion there has been a "decline in tradition"- this is a very traditional representation of masculinity.
  • Score Hair Cream advert- Anchorage text in this advert reflects male insecurities in a changing world-repeated references to 'men' and 'masculine' in design, production and the use of the product suggests an acknowledgment that hair cream was seen as a more female product in the 1960s.
Q3:
  • 'Masculinity in crisis'- Recent high-profile campaigns/movements such as #metoo and #timesup have challenged sexual harassment in the workplace. Some people have reacted against this by suggesting these campaigns emasculate men and contribute to a 'crisis in masculinity'.
  • 'Masculinity "not" in crisis'- Lynx brand has repositioned its advertising campaigns away from sexist, objectified representations of women to a more male empowerment message ('Find Your Magic' campaign)
3) On a scale of 1(low)-10(high) I would give myself a 7 or 8 out of 10. This is because I did revise all the content, but I could have revised it in a more efficient way because I was always doing other things while revising.

4) For question 1, I got 5/8. In terms of revision I don't really need to revise anything on film language or advertising techniques because the thing that went wrong with this question was timing and I know I could have got full marks if I had a little more time.

5) For question 2, I got 10/12. In terms of revision of the cultural and historical context for the Score Hair Cream, I could have added how the anchorage text in this advert reflects male insecurities in a changing world-repeated references to 'men' and 'masculine' in design, production and the use of the product suggests an acknowledgment that hair cream was seen as a more female product in the 1960s.

6) For question 3, I got 16/20.

New paragraph Q3:

Moreover, it can be argued that masculinity isn't in a crisis 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 at least for the younger generation. Another example that proves that masculinity isn't in a crisis is the Lynx advert, they have repositioned their campaigns away from sexist, objectified representations of women to more of a male empowerment message (Find Your Magic). 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.

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