Score Advert and Wider Reading (NC)
Score hair cream advert
Answer the following questions to ensure you have a comprehensive textual analysis of the Score hair cream advert:
1) What year was the advert produced and why is the historical context important?
This advert was made in the 1960s. This is important in terms of context due to the fact that around this time women were standing up for their rights in order to achieve equality more than they had at that point in time. This is a clear link to the Score hair cream advert as is it evidently sexist.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
Costume
The costumes of the models display dominance due to the fact that the women have minimal clothing clothing on, meaning that we are able to see a lot of skin, whereas with the man, who is the main interest in the advert, only has his arms showing, which presents this idea of dominance and strength compared to the women as well as any challengers.
Lighting
The lighting of the set uses key lighting as well as some filler lights to make sure that there aren't any shadows that are visible. This may have been done to highlight body part to make the women look more desirable. This helps reinforce the idea of this advert being heavily heterosexual due to the fact that it is suggesting that if you use this product, you will get beautiful girls, just like this man seemingly has done so.
Actor Positioning
The positioning of the actors assists in displaying the power of the gender roles at this point in history as the women are on the sides of the man in the middle, which already represents power
3) The main slogan is: 'Get what you've always wanted'. What does this suggest to the audience and how does it reflect the social and cultural context of 1967?
4) Why is it significant that the advert text says it is "made by men" and that it also contains "Score's famous masculine scent"?
5) What representation of sexuality can be found in the advert?
It can be argued that this advert is perhaps trying too hard to be straight and shies away from being gay whatsoever. This is clear from the body of text at the bottom of the advert which says "Made by Men" which suggests that the producers of this advert are trying to suggest that there were no women in the making of this product, making it 100% for mex and therefore 100% straight, which supposedly was a good thing as being homosexual was only legalised in 1967, the same year as this advert was created, therefore invoking the idea that even after it was decriminalised, it still wasn't a good idea to be an open homosexual.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
7) How much do you think things have changed with regards to representations of masculinity in advertising?
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'"?
The writer suggest that there is a lack of men being empowered in advertising tofay, siallowing growing boys to see a variety of role in performing that gender, which could cause wrong or incorrect views in the future.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Lynx/Axe have changed their marketing campaigns to make it seem as if men don't jut want to be surrounded by women and instead focues on themselves and their lives. This therefore pdisplays masculinity in a different light as it shows other thing than just being around women.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Brockaway is suggesting that we need to be living in a world without stereotype as they are harming our youth in their preferences and potentially blocking out other possibilities of opinions and tastes.
4) How have changes in family and society altered how brands are targeting their products?
These changes have forced brands to advertise to appeal to both genders in order to reach thier netire market as not doing so would be a waste or advertising and marketing money.
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?
Desouches suggests that you need to give the audience what they know and what they are used to, before you can explore new ideas as well as myths that haven't perhaps been looked into before.
Campaign: Why brands need to change
Read this Campaign article on 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?
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
3) What are the five stages of masculinity?
4) Take the Five Stages of Masculinity Personality Inventory test to see what stage of masculinity you are at. Where did it suggest your views are currently? Do you agree with its assessment? You can read more about the five stages of masculinity here.
I was recoreded as stage 4 of masculinity
5) What stage of masculinity was the Score advert aiming at in 1967?
Stage 1 of unconscious masculinity
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Stages 1, 3 and arguable 4 can be important for advertisers as they allow the advertisers to consreuct their demographic and aim thir products accordingly, this would obviously allow for more appeal to the product as if that is who teir market is then the product should perform well in sales and popularity.
Answer the following questions to ensure you have a comprehensive textual analysis of the Score hair cream advert:
1) What year was the advert produced and why is the historical context important?
This advert was made in the 1960s. This is important in terms of context due to the fact that around this time women were standing up for their rights in order to achieve equality more than they had at that point in time. This is a clear link to the Score hair cream advert as is it evidently sexist.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
Costume
The costumes of the models display dominance due to the fact that the women have minimal clothing clothing on, meaning that we are able to see a lot of skin, whereas with the man, who is the main interest in the advert, only has his arms showing, which presents this idea of dominance and strength compared to the women as well as any challengers.
Lighting
The lighting of the set uses key lighting as well as some filler lights to make sure that there aren't any shadows that are visible. This may have been done to highlight body part to make the women look more desirable. This helps reinforce the idea of this advert being heavily heterosexual due to the fact that it is suggesting that if you use this product, you will get beautiful girls, just like this man seemingly has done so.
Actor Positioning
The positioning of the actors assists in displaying the power of the gender roles at this point in history as the women are on the sides of the man in the middle, which already represents power
3) The main slogan is: 'Get what you've always wanted'. What does this suggest to the audience and how does it reflect the social and cultural context of 1967?
4) Why is it significant that the advert text says it is "made by men" and that it also contains "Score's famous masculine scent"?
5) What representation of sexuality can be found in the advert?
It can be argued that this advert is perhaps trying too hard to be straight and shies away from being gay whatsoever. This is clear from the body of text at the bottom of the advert which says "Made by Men" which suggests that the producers of this advert are trying to suggest that there were no women in the making of this product, making it 100% for mex and therefore 100% straight, which supposedly was a good thing as being homosexual was only legalised in 1967, the same year as this advert was created, therefore invoking the idea that even after it was decriminalised, it still wasn't a good idea to be an open homosexual.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
7) How much do you think things have changed with regards to representations of masculinity in advertising?
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'"?
The writer suggest that there is a lack of men being empowered in advertising tofay, siallowing growing boys to see a variety of role in performing that gender, which could cause wrong or incorrect views in the future.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Lynx/Axe have changed their marketing campaigns to make it seem as if men don't jut want to be surrounded by women and instead focues on themselves and their lives. This therefore pdisplays masculinity in a different light as it shows other thing than just being around women.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Brockaway is suggesting that we need to be living in a world without stereotype as they are harming our youth in their preferences and potentially blocking out other possibilities of opinions and tastes.
4) How have changes in family and society altered how brands are targeting their products?
These changes have forced brands to advertise to appeal to both genders in order to reach thier netire market as not doing so would be a waste or advertising and marketing money.
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?
Desouches suggests that you need to give the audience what they know and what they are used to, before you can explore new ideas as well as myths that haven't perhaps been looked into before.
Campaign: Why brands need to change
Read this Campaign article on 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?
- One for the ladie, James Bond esque style guy
- A buffoon who wa under the control of thw wife character.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
- A traditional take on masculinity is harmful to the wellbeing
- masculinity is constantly changing and brands need a versatile response in order to engage with consumers and stay relevant.
3) What are the five stages of masculinity?
Stage 1: “unconscious masculinity” – traditional view of men
Stage 2: “conscious masculinity” – as above but deliberate
Stage 3: “critical masculinities” – feminist; socially constructed
Stage 4: “multiple masculinities” – anyone can be anything
Stage 5: “beyond masculinities” – it doesn’t exist
I was recoreded as stage 4 of masculinity
5) What stage of masculinity was the Score advert aiming at in 1967?
Stage 1 of unconscious masculinity
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Stages 1, 3 and arguable 4 can be important for advertisers as they allow the advertisers to consreuct their demographic and aim thir products accordingly, this would obviously allow for more appeal to the product as if that is who teir market is then the product should perform well in sales and popularity.
Comments
Post a Comment