Learner response

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: Good clear writing with a clear focus on the questions.
- EBI: More detailed repsonses needed - specific responses to theories or theorists and more exmaples from the text (Q3)

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.

Stereotypical ideals of beauty – slim, twenty-something, white.

Armani advert arguably reflects the ‘crisis of masculinity’ some refer to – assertively
heterosexual, perhaps reflecting the struggle men face to find their place/role in the 21 st
century. Armani captures the way men wish to see the world.

Economy is changing – traditionally ‘masculine’ jobs (e.g. manual labour) have typically
become automated; employers increasingly value ‘soft’ skills in the workplace –
communication, emotional intelligence. These are traits – rightly or wrongly – that have
traditionally been associated with women.

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

- 4/10

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?

- The positioning of the camera.

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?

- The context of the time Score hair cream advert was produced in and the colonies that could have affected the theme of this 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 agree that masculinity is in crisis to a certain extent. Gauntlett speaks upon the idea of "gender fluidity" and the fact that women are not only shown as housewives but working, independent women and men are shown as more emotional, not so aggressive and in need of advice. I think that men feel pressured because even though society is moving forward and is more accepting of differences, there are still some expectations for men and they can start to feel helpless and like they cannot cope which is understandable.
Gauntlett says that men should just find their roles in society and the fact that women are more successful should not make them feel negative about themselves