1) The student's objective for their written task was to clearly show the two perspectives on advertisements by interviewing Jean Kilbourne, who is strongly against advertisements, and August Busch III, the CEO of Anheuser-Busch. 2) To achieve this objective, the student included specific examples from each interview that demonstrated their point of view. For Kilbourne, it was her comment about how alcohol companies use animals to attract children's attention. For Busch, it was his denial that alcohol ads target children. 3) By researching both perspectives, the student felt they gained a better understanding of the cultural impacts of media and advertising as presented in the source text. They learned

1. 2/WTRF
Written tasks rationale form: language A2
Submit to:Examiner Arrival date: 15 Mar / 15 Sep Session: May 2012
0 0 0 3 0 7
School number:
School name: .......................................International School Bangkok…..................................................................
Write legibly using black ink and retain a copy of this form.
Complete one copy of this form for each task.
Complete this form in the target language.
The rationale will not be included in the word count.
To complete this form, refer to the written tasks assessment details in the Language A2 guide.
Subject: _IB English A2_Level:_HL________________ _ ___
Candidate name:Catherine McKayi
Candidatesession number: 0 0 0 3 0 7 1 4 7
Option to which the task is linked. If literary option, the text title(s) should be included (for example, George
Orwell, 1984).If cultural option, the topic should be included (for example, propaganda).
Topic Option: Media and Culture: Advertising
Title (if appropriate): “Interview with Jean Kilbourne and August Busch III”
Area of communication and type of text: Mass communication: Interview
Subject: tocompare theauthor’s opinion on advertisements effects tothe CEO of an alcohol
company opinion.
Purpose: Shows the two point of views on the effects of advertisements
Audience:General Audience
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Handbook of procedures for the Diploma Programme 2011

2. International Baccalaureate 2/WTRF (reverse)
School name:………………….…International School Bangkok............................................................
In the space below, provide the following information:
your objective and how you have attempted to achieve them
My objective of this interview is to clearly show how there are two perspectives
towards advertisements. I will achieve this by showing the point of view of the author of
Can’t Buy My Love, Jean Kilbourne who has a very strong point of view against
advertisements. The second point of view I would like to show is of the people creating
the advertisements. I specifically chose to interview the CEO, August Busch III, from
the alcohol distributer, Anheuser- Busch, because Kilbourne states several specific
comments from this company in the book. So, I felt it would be best to use this alcoholic
beverage company because I could correctly portray their perspective on
advertisements from evidence in the book.
specific examples showing how this was done
In Kilbourne’sinterview she answered most of the questions to show how
advertisements have harmful effects now and in the future. A specific example of how I
showedKilbourne’s view was in the question “What is your view on how alcohol
advertisements influence children?” Kilbourne responded by saying “Companies such
as Anheuser- Busch, maker of Budweiser, use certain animals to make people think of
their product… Whoever denies that those animals will attract children’s attention
must be out of their mind!” This showed how Kilbourne is against advertisements
because she believes they negatively influence young children.
In the interview with August Busch III, he answered most of the questions to
make it seem as if advertisements do not have any severe harmful effects now or in the
future. August Busch III answered the question “What is your view on how alcohol
advertisements influence children?” different than Kilbourne, showing the difference in
the two perspectives. He answered by saying “Our Company and other alcohol
producing companies have no interest in targeting our advertisements toward children.
Period.” This is an example of how he answered the questions to make it seem that
advertisements have no future impact on people.
comments on how the task demonstrates understanding of the cultural or literary option on which it is
based.
The way I helped myself understand both of these perspectives was choosing specific
quotes from the book to correctly answer the questions in the interview. By going through
this process I began to understand the concept of media and culture in advertisements. I
learned culture is greatly impacted by media, specifically advertising. Advertisements
purpose is to convince people that products can change their lives. This can make people
insecure and sometimes cause harmful addictions. Therefore, I feel to show a complete
understanding of the book it is important to show both views on advertisements and its
effect on different people. By using Kilbourne’sopinion I think it showed the side of
society, which is against media changing culture. And having August Busch III point of
view it showed how many people either ignore or are unaware of the effect advertisements
have on cultures. Also, while going through this process I found it somewhat difficult to
present a counter argument to Kilbourne’s views in Busch’s interview because Kilbourne
has such well-developed explanations.
Handbook of procedures for the Diploma Programme 2011

3. Handbook of procedures for the Diploma Programme 2011