Maya Media - Exam

1)  Advertising: Introduction to advertising 2)  Advertising: the representation of women in advertising 3)  Advertising: Gauntlett and masculinity 4)  Advertising: Score hair cream CSP 5)  Advertising: Introduction to Postcolonialism 6)  Advertising: Sephora Black Beauty is Beauty CSP

Work through the following tasks to make sure you're an expert on the Sephora CSP and particularly the wider social and cultural contexts. Wider reading on Sephora Black Beauty Is Beauty Read these articles on the Sephora campaign:  The Drum: Black Beauty is Beauty by RGA Glossy: Sephora celebrates Black beauty in new digital and TV campaign Refinery29: Sephora’s ‘Black Beauty Is Beauty’ Short Film Celebrates Black Innovation Complete the following questions/tasks: 1) What was Sephora trying to achieve with the campaign? Sephora was trying to be more inclusive for them to gain wider audience. They did this by using Black culture, traditions and cosmetics, leading to audiences imitating this style. 2) What scenes from the advert are highlighted as particularly significant in the articles? “When the camera pans over Black women waiting under dryers as na narrator says: “What is beauty without black beauty?””  “White person applying a cut crease, then cuts to a tri...

1) Look at the first page. What is colonialism - also known as  cultural imperialism?  Colonialism is when a powerful country takes control of another country’s land, people, and resources. Cultural imperialism is how how the dominant country imposes its culture, values and and beliefs onto the colonised society often making their own culture seem superior. 2) Now look at the second page. What is postcolonialism?  Postcolonialism is the study of the effects and legacy of colonialism after it has ended. It looks at how former colonies are still influenced by colonial power, especially in culture, identity, and inequality. 3) How does Paul Gilroy suggest postcolonialism influences British culture? Paul Gilroy argues that British culture has been shaped by its colonial past through multicultural influences. 4) What is 'othering'? Othering is the process of seeing or treating people as different, inferior, or not part of the dominant group 5) What examples of 'othering' are...