WJEC exam paper, media studies

1. CJ*(S10-1291-01)
GCE AS/A level
1291/01
MEDIA STUDIES
MS1
Media Representations and Responses
P.M. WEDNESDAY, 9 June 2010
21
⁄2 hours
ADDITIONAL MATERIALS
In addition to this examination paper, you will need:
• a 12 page answer book;
• to view an audio-visual extract.
INSTRUCTIONS TO CANDIDATES
Answer all three questions.
Read the questions so that you are familiar with their requirements.
Audio-visual extract
The audio-visual extract will be played three times.
The extract consists of three advertisements, each played twice.
For the first viewing just watch and listen.
During the second viewing you may make notes.
You will then be allowed ten minutes to make further notes and to think about your answers to the
questions.
During the third and final viewing you may make additional notes.
You should spend approximately 50 minutes completing your answer to Question 1.
INFORMATION FOR CANDIDATES
The number of marks is given in brackets at the end of each question or part question.
You are reminded that assessment will take into account the quality of written communication used in
your answers.

2. Answer all three questions.
Study the following advertisements shown in 2009: Adidas, Stella Artois and KFC.
1. Analyse the advertisements commenting on:
• visual codes
• technical codes
• audio codes. [40]
2. (a) Suggest two ways in which men have been represented in these advertisements. [4]
(b) Choose one of the advertisements. Explore how the representations of men in your chosen
advertisement have been used to sell the product. [10]
(c) With reference to your own detailed examples, explore the different ways in which men
are represented in the media today. [16]
3. Using your own detailed examples, examine why audiences respond differently to media texts.
[30]
(1291-01)
2
Acknowledgement
WJEC is grateful to Adidas and Stella Artois for permission to use their advertisements in this examination. WJEC also sought permission from KFC.