Blog task: Score advert and wider reading
1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?
According to Adage advertising agencies during the 1960s didn't need to rely on market research and instead used more creative instinct in their campaigns. The Score advert reflects this change as it focuses on gender roles and sexuality as it mentions how women were seen as sexualised in the 1960s.
2) What representations of women were found in post-war British advertising campaigns?
The post war UK advertising representations were that a womens only place was in their household although in WW2 posters told women that their place was on farms and factories taking up mens places while they were away fighting.
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 man is seen holding a gun in the advert which could be perceived as a phallic symbol. The setting is also important as it is set in a jungle scene which could be done to demonstrate how a man is the kin of the jungle and the women are just obedient to him as they are shown to be carrying him as he sits down with a huge grin on his face. The women are shown to be using revealing clothing, done to lean towards the male audiences.
4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
The factsheet suggests the man as Propps hero and that the image suggests that he is the hunter protector of his tribe and that the females around him reaching out for him in adoration are his reward for his masculine endeavours.
5) How might an audience have responded to the advert in 1967? What about in 2019?
An 1967 audiences male audience would have loved this audience as they would see it as very masculline to have all those women around fighting over who would be able to get you. They would also see it as quite humorous and laugh it off if any women were to point out on how sexist it really is because of the way women are being objectified. In 2019 women would be in a serious outrage and would actually go on to make campaigns and other methods in order to get such a sexist advert taken down and stop any more from being created
.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?
The anchorage text and slogan is done to influence men into buying the product as it will make them believe they will be seen as more masculine and more attractive to women. The slogan suggests that if you buy this product you will be able to get anything you want with no problems at all, creating a false reality which many men would fall for.
7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?
The Score hair cream advert creates a representation of women that back then would be identified as normal as women were represented as extremely sexualised and domestic to men. The score advert shows women to be domesticated and sexual objects because of the clothing they re wearing and the way they're glorifying the man as if he were some type of God.
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?
The preferred reading of this advert is that if you buy this gel you will becoming desirable in the eyes of all women, having them falling head over heels for you and that you will gain enormous amounts of confidence which insecure men may be very glad to hear about. The oppositional reading would be that men are superior over men in all aspects, being very sub,issive and seen as just sexual objects which was very common in the 1960s.
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)?
This score hair cream advert was produced in the year of decriminalisation of homosexuality the presentation of heterosexuality can in fact be seen as agitating for men as to be labelled as a homosexuality or just different from the image of a 'real man' was very detrimental to a a males manhood.
10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
This advert reflects Britain's colonial past as it shows the white male to be seen as the hero/protagonist of the story who can overcome any challenge and be praised and worshipped by everyone by the end of it all, especially the women. In addition the women are seen to all be grasp at the man, worshipping him as if he were their saviour like how many female characters are presented in films, being very dependent on the man.
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'"?
The writer suggests that 'we are much less equipped to talk about the issues affecting boys' as there is an unconscious bias that men should just man up and deal with their problems themselves instead of opening up to someone and asking for support. Also, men commit suicide more than men and are more likely to drop out of education and involve themselves with crime, and women being continuously empowered causes many men to feel dis-empowered.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
They started a campaign titled 'Find Your Magic' in which they aim to explode the idea of masculinity and suggest that individuality is in fact more attractive raising awareness for men insecure about themselves because of how men are constantly told how to present themselves.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
David Brockway who manages the Great Initiative's Great Men project urges the industry to be 'more revolutionary' especially when it comes to male body image which he says is at risk of following the negative path trodden by its female counterpart. He also quotes how 'we're seeing a huge rise in eating and body image disorders among young men' and that we can't isolate the cause. Brockway also advocates that advertisers 'totally reinvent gender constructs' and dare to paint a world where boys like pink, don't like going out and getting dirty or aren't career ambitious.
4) How have changes in family and society altered how brands are targeting their products?
Miller mentions how the definition of family in Britain is changing to a large extent but advertising isn't helping to normalise these scenarios by failing to portray this new normal. An insight director at Creative Race, Joey Whincup states that she's seeing a slow but evolving shift towards targeting consumers on more than the usual ABC1 male demographics. Many brands still segement in the same way but others are seeking to find a true understanding of their target consumer.
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 explains, now that we have our platform and our point of view we can break the man bullshit and show it doesn't matter who you want to be, just express yourself and we will support that. His belief is that men can be just as emotional as women can but a lot of the time are afraid to show their true emotions and this shouldn't be the case as we too need empowerment. He also states how 'women have feminism, but men don't even know when they are sick. This is why we need to put men alongside women, not move them to the side to give room to women as both genders must be in the centre'.
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?
In the past, masculinity was for the majority presented in one of two ways: either a glamorous James Bond style masculinity that attracted the ladies, or a buffoon style masculinity that was firmly under the wifely thumb. Additionally stating that things are beginning to change as all brands need to do their part in making the world a better place.
2) What are the five stages of masculinity?
Stage 1 is defined as unconscious masculinity meaning that traditional masculinity is adopted by someone without them even realising it, living their lives according to what they perceive to be common sense or intuition.
Stage 2 is defined as conscious masculinity meaning that traditional masculinity has been consciously adopted by someone.
Stage 3 is defined as critical masculinities and is largely aligned with feminist thought. Stage 3 people are aware of society being patriarchal and homophobic and want to counter such problems. They tend to believe that masculinity isn't biologically determined, rather socially constructed.
Stage 4 is defined as multiple masculinities and sugests that masculinity can mean anything to anyone.
Stage 5 is defined as beyond masculinities and proposes the simple truth that masculinity doesn't 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.
I believe i am between stages 2 and 3 because I definitely believe that nobody is born masculine as it is the society that we grow up in that truly shapes who we are. However I am not too greatly aligned with feminist thought.
4) What stage of masculinity was the Score advert aiming at in 1967?
I believe that the score hair cream advert was stage 1 as the man is shown to be sitting on what looks like a type of throne carried by multiple women whilst he just smiles at the camera holding a gun which can also be seen as a phallic symbol. Also, the women are all wearing revealing clothing further objectifying them, playing into the male gaze.
5) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
They are important for advertisers as it shows how masculinity is extremely complex which many don't understand which therefore offers a better insight for people. It also helps companies be able to figure out the target audience and what they would prefer to see.
According to Adage advertising agencies during the 1960s didn't need to rely on market research and instead used more creative instinct in their campaigns. The Score advert reflects this change as it focuses on gender roles and sexuality as it mentions how women were seen as sexualised in the 1960s.
2) What representations of women were found in post-war British advertising campaigns?
The post war UK advertising representations were that a womens only place was in their household although in WW2 posters told women that their place was on farms and factories taking up mens places while they were away fighting.
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 man is seen holding a gun in the advert which could be perceived as a phallic symbol. The setting is also important as it is set in a jungle scene which could be done to demonstrate how a man is the kin of the jungle and the women are just obedient to him as they are shown to be carrying him as he sits down with a huge grin on his face. The women are shown to be using revealing clothing, done to lean towards the male audiences.
4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
The factsheet suggests the man as Propps hero and that the image suggests that he is the hunter protector of his tribe and that the females around him reaching out for him in adoration are his reward for his masculine endeavours.
5) How might an audience have responded to the advert in 1967? What about in 2019?
An 1967 audiences male audience would have loved this audience as they would see it as very masculline to have all those women around fighting over who would be able to get you. They would also see it as quite humorous and laugh it off if any women were to point out on how sexist it really is because of the way women are being objectified. In 2019 women would be in a serious outrage and would actually go on to make campaigns and other methods in order to get such a sexist advert taken down and stop any more from being created
.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?
The anchorage text and slogan is done to influence men into buying the product as it will make them believe they will be seen as more masculine and more attractive to women. The slogan suggests that if you buy this product you will be able to get anything you want with no problems at all, creating a false reality which many men would fall for.
7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?
The Score hair cream advert creates a representation of women that back then would be identified as normal as women were represented as extremely sexualised and domestic to men. The score advert shows women to be domesticated and sexual objects because of the clothing they re wearing and the way they're glorifying the man as if he were some type of God.
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?
The preferred reading of this advert is that if you buy this gel you will becoming desirable in the eyes of all women, having them falling head over heels for you and that you will gain enormous amounts of confidence which insecure men may be very glad to hear about. The oppositional reading would be that men are superior over men in all aspects, being very sub,issive and seen as just sexual objects which was very common in the 1960s.
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)?
This score hair cream advert was produced in the year of decriminalisation of homosexuality the presentation of heterosexuality can in fact be seen as agitating for men as to be labelled as a homosexuality or just different from the image of a 'real man' was very detrimental to a a males manhood.
10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
This advert reflects Britain's colonial past as it shows the white male to be seen as the hero/protagonist of the story who can overcome any challenge and be praised and worshipped by everyone by the end of it all, especially the women. In addition the women are seen to all be grasp at the man, worshipping him as if he were their saviour like how many female characters are presented in films, being very dependent on the man.
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'"?
The writer suggests that 'we are much less equipped to talk about the issues affecting boys' as there is an unconscious bias that men should just man up and deal with their problems themselves instead of opening up to someone and asking for support. Also, men commit suicide more than men and are more likely to drop out of education and involve themselves with crime, and women being continuously empowered causes many men to feel dis-empowered.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
They started a campaign titled 'Find Your Magic' in which they aim to explode the idea of masculinity and suggest that individuality is in fact more attractive raising awareness for men insecure about themselves because of how men are constantly told how to present themselves.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
David Brockway who manages the Great Initiative's Great Men project urges the industry to be 'more revolutionary' especially when it comes to male body image which he says is at risk of following the negative path trodden by its female counterpart. He also quotes how 'we're seeing a huge rise in eating and body image disorders among young men' and that we can't isolate the cause. Brockway also advocates that advertisers 'totally reinvent gender constructs' and dare to paint a world where boys like pink, don't like going out and getting dirty or aren't career ambitious.
4) How have changes in family and society altered how brands are targeting their products?
Miller mentions how the definition of family in Britain is changing to a large extent but advertising isn't helping to normalise these scenarios by failing to portray this new normal. An insight director at Creative Race, Joey Whincup states that she's seeing a slow but evolving shift towards targeting consumers on more than the usual ABC1 male demographics. Many brands still segement in the same way but others are seeking to find a true understanding of their target consumer.
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 explains, now that we have our platform and our point of view we can break the man bullshit and show it doesn't matter who you want to be, just express yourself and we will support that. His belief is that men can be just as emotional as women can but a lot of the time are afraid to show their true emotions and this shouldn't be the case as we too need empowerment. He also states how 'women have feminism, but men don't even know when they are sick. This is why we need to put men alongside women, not move them to the side to give room to women as both genders must be in the centre'.
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?
In the past, masculinity was for the majority presented in one of two ways: either a glamorous James Bond style masculinity that attracted the ladies, or a buffoon style masculinity that was firmly under the wifely thumb. Additionally stating that things are beginning to change as all brands need to do their part in making the world a better place.
2) What are the five stages of masculinity?
Stage 1 is defined as unconscious masculinity meaning that traditional masculinity is adopted by someone without them even realising it, living their lives according to what they perceive to be common sense or intuition.
Stage 2 is defined as conscious masculinity meaning that traditional masculinity has been consciously adopted by someone.
Stage 3 is defined as critical masculinities and is largely aligned with feminist thought. Stage 3 people are aware of society being patriarchal and homophobic and want to counter such problems. They tend to believe that masculinity isn't biologically determined, rather socially constructed.
Stage 4 is defined as multiple masculinities and sugests that masculinity can mean anything to anyone.
Stage 5 is defined as beyond masculinities and proposes the simple truth that masculinity doesn't 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.
I believe i am between stages 2 and 3 because I definitely believe that nobody is born masculine as it is the society that we grow up in that truly shapes who we are. However I am not too greatly aligned with feminist thought.
4) What stage of masculinity was the Score advert aiming at in 1967?
I believe that the score hair cream advert was stage 1 as the man is shown to be sitting on what looks like a type of throne carried by multiple women whilst he just smiles at the camera holding a gun which can also be seen as a phallic symbol. Also, the women are all wearing revealing clothing further objectifying them, playing into the male gaze.
5) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
They are important for advertisers as it shows how masculinity is extremely complex which many don't understand which therefore offers a better insight for people. It also helps companies be able to figure out the target audience and what they would prefer to see.
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