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AQA Media Studies MEST3 Critical Perspectives Sec A Honda Exemplar

| Monday June 09, 2014

Categories: A Level, AQA A Level, AQA A2, Advertising, Marketing, Viral Advertising, Key Concepts, Audience, Genre, Ideology, Media Language, Representation & Stereotyping, Hot Entries, Admin, Staffroom, Exemplar Materials

click on image to enlarge

Honda Power of Dreams Advertisement

Honda Top Gear Review

(From 2.30 min – 4.30 into the clip)

Section A (40%)
1 hour including 15 minutes reading/viewing time (32 marks)
The first section will be based around unseen stimulus materials which may be print, e-media, audio or moving image based. The stimulus materials will be designed to be easily assimilated by candidates in the space of 15 minutes and there will be time for note-taking and essay planning. (For the 2013/14 exam it was announced that candidates need to prepare for a moving image exam).

The materials will be chosen to raise issues about:

  • Media concepts (form, representation, institutions, audience, values and ideology)
  • Wider contexts
  • Media issues and debates

There will be three compulsory questions based around the stimulus materials. The questions will demand short answers to demonstrate knowledge and understanding of the media.

Question 1 (Media Concepts)

How do the two texts (The Honda Power of Dreams and the Top Gear Honda Civic Review) represent Honda as a brand (Media Concept) to attract its target audience?
(8 marks)

Level 4: 7- 8 marks

  • A sophisticated and detailed analysis and evaluation of both texts, showing very good critical autonomy.
  • Demonstrates sophisticated knowledge and understanding of the use of media language within both texts.
  • Detailed and sophisticated application of the concepts and critical debates.
  • The answer is well structured, articulate and engaged.

In the Honda Power of Dreams advert, the use of two hands, and the practice of slightness of hand use by magicians are used to demonstrate how powerful ideas can be transformed into an array of magical products and images which grips the target audience immediately. The use of this magical form is captivating and the audience is captured by the wonder and skill of the illusionist. The advert plays on modern illusion approaches of street magicians such as David...


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