Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #188: Close Study Product - Advertising - Score. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets - you'll need to save the factsheet to USB or email it to yourself in order to complete this at home. Read the factsheet and answer the following questions:
1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?
The advertising changed in 1960's as these adverts relied more on traditional,cultural beliefs than the market research.furthermore score reflects this advert as the advert is about gender roles,sexuality and typical stereotypes which shows how women are being objectified and that men are dominant to them.
2) What representations of women were found in post-war British advertising campaigns?
The representation of women found in British advertising campaigned was that those adverts reflected that women are meant to stay at home and that's their place.
3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image?
The setting of the advert is set in jungle which show a men and a lot of women holding him above them which could be a metaphor showing that men is the prey and women want him which reinforces the typical stereotype of men being dominant.additionally the prop which is shown in the advert is a gun which the man is holding which links to my point.
furthermore the costume that the girls are wearing minimal clothes which si shorts and skirts which shows they are shown as sex objects and that they need to be appealing which links back mc Robbie.
4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
The score adverts shows the man is a hero in the advert as he is exculpates the hunter-protector of his tribe.Therefore all these women are then shown as his present.
5) How might an audience have responded to the advert in 1967? What about in 2019?
If this advert was read by anyone in 1967 then most likely the audience might find it ironic and humorous to read it but they ill not challenge the ideology or disagree with the advert.however if the audience of 2019 see this advert then they will challenge the ideology of the advert.
6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience?
They use the persuasive techniques by is the anchorage text "men" to show that their target audience is men and that by puttingthis gel,they are more likely to attract women.
7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?
The normal stereotype of women was represented in this advert which was shown by showing women as sex objects and domestic servants which links with the theorist name laura mulvey.
8) How could Stuart Hall's theory of representation and David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?
Stuart hall's theory links with it as the representations of gender is presented in the advert which reinforces the idea of what gender inequalities their were in 1967.
David gauntlet theory links with it that both media producers and audiences play a role in contructing audiences.additionally the way they showed masculinity in score advert was made by producer to target their audience.
9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)?
The representation of sexuality in the advert is represented by that narrative and they legalised men homosexuality in 1967 but in the adverts they portrayed that men are meant be dominant and remain in their man hood.
10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
Wider reading
The Drum: This Boy Can article
Read this article from The Drum magazine on gender and the new masculinity. If the Drum website is blocked, you can find the text of the article here. Think about how the issues raised in this article link to our Score hair cream advert CSP and then answer the following questions:
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
This is because men aren't confident to share or talk about issues that are affecting them.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Lynx/Axe found when it undertook a large-scale research project into modern male identity.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
He says that men are now more conscious about their health and diet as they need to have muscles to attract women.
4) How have changes in family and society altered how brands are targeting their products?
They have changed this by making their advertisement to be targeted specifically to the target audience.
5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity?
This is because he believes that men are more emotional than women but they are unable to show to their friends/family bout their feelings and issues that they are going through in life.
Campaign: Why brands need to change
Read this Campaign article on Joseph Gelfer and why brands need to change their approach to marketing masculinity. If the Campaign website is blocked, you can find the text of the article here. Think about how the article relates to our work on gender and advertising then answer the following questions:
1) What are two ways advertising traditionally presented masculinity and why does the writer Joseph Gelfer suggest this needs to change?
The advertisements are divided into two parts which is a James bond masculinity or someone who has buffoon style masculinity which attracts women.
2) What are the five stages of masculinity?
stage 1 -is unconscious masculinity which means masculinity is adopted someone unconsciously
stage 2- conscious masculinity which means that masculinity has been consciously adopted by someone.
stage 3- I critical masculinity and is largely aligned with feminist thought.
stage 4- is multiple masculinity and suggests that masculinity can mean anything to anyone.
stage 5- beyond masculinity and proposes the simple truth that masculinity does not exist.
3) What stage of masculinity do you feel you are at in terms of your views of gender and identity? You can read more about the five stages of masculinity here.
4) What stage of masculinity was the Score advert aiming at in 1967?
stage 1 and 2
5) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
because they know what type of men they are targeting at so they use their techniques and set the narrative according to that
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