Blog task: Score advert and wider reading
Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising.
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?
It was produced in 1967 and the historical context behind it is important. The background of the advert is set in a jungle, and the uniform connotes to an explorer who would have been colonising other exotic countries. Britain ruled most of the world and 20 years after freeing most countries from their rule, they were coming to terms with not being the dominant leader in the world. The sexist views that men were on top of women were also prominent.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
The ripped up clothing of the women sexualises their apperance which makes them solely "eye candy". They are carrying him as if they worship him to show male dominance. They all seem desperate for his attention as 2 of them are staring at him and 3 are desperately trying to reach out to touch him.
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?
This assumes that mens dream back in 1967 was to be surrounded by as many attractive women as possible which links to the social context as women were seen as property back in those days rather than human beings. Having a lot of women under your "possession asserts male dominance and was a goal.
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"?
It reiterates male dominance and assures men there is no femininity involved within this prodduct, allowing men to stay "manly"
.5) What representation of sexuality can be found in the advert?
Aggressive heterosexuality
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 suggests that we don't talk as much about issues affecting boys, we just expect them to 'man up' and deal with it. There's a higher suicide rate in men than women, so it should be easier for them to talk and express how they feel.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
The modern male man isn't the same as 20 years ago, it calls for a new meaning of masculinity. The campaigned featured a 'Find Your Magic' slogan to represent this new diversity in society.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Brands need to become more revolutionary in terms of male body image. They need to reverse the gender stereotypes in the modern 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?
Men now do 40% of household shopping and are a lot more involved with the day to day running of the house. Brands need to recognise that and start selling these beands to these men and stop focusing on their job.
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?
There needs to be a connection between the brand and the audience so that the audience know that they are being supported when they want to express themselves. This message needs to be the platform of the brands image before they target the mass and 'democratise' it.
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?
A "glamorous James Bond-style" masculinity that attracts women or a buffoon-style masculinity that was firmly under the wifely thumb.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
He states that it causes problems by impacting mens wellbeing and womens equal representation in society.
3) What are the five stages of masculinity?
The test suggests I am at stage 3, but i feel i am more in stage 2.
5) What stage of masculinity was the Score advert aiming at in 1967?
The Score advert is aiming at stage 1 masculinity as they reinforce old fashioned masculine stereotypes and dominance.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Depending on the product, they may need to aim their advert at the stage where they can gain the most customers.
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?
It was produced in 1967 and the historical context behind it is important. The background of the advert is set in a jungle, and the uniform connotes to an explorer who would have been colonising other exotic countries. Britain ruled most of the world and 20 years after freeing most countries from their rule, they were coming to terms with not being the dominant leader in the world. The sexist views that men were on top of women were also prominent.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
The ripped up clothing of the women sexualises their apperance which makes them solely "eye candy". They are carrying him as if they worship him to show male dominance. They all seem desperate for his attention as 2 of them are staring at him and 3 are desperately trying to reach out to touch him.
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?
This assumes that mens dream back in 1967 was to be surrounded by as many attractive women as possible which links to the social context as women were seen as property back in those days rather than human beings. Having a lot of women under your "possession asserts male dominance and was a goal.
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"?
It reiterates male dominance and assures men there is no femininity involved within this prodduct, allowing men to stay "manly"
.5) What representation of sexuality can be found in the advert?
Aggressive heterosexuality
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 suggests that we don't talk as much about issues affecting boys, we just expect them to 'man up' and deal with it. There's a higher suicide rate in men than women, so it should be easier for them to talk and express how they feel.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
The modern male man isn't the same as 20 years ago, it calls for a new meaning of masculinity. The campaigned featured a 'Find Your Magic' slogan to represent this new diversity in society.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Brands need to become more revolutionary in terms of male body image. They need to reverse the gender stereotypes in the modern 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?
Men now do 40% of household shopping and are a lot more involved with the day to day running of the house. Brands need to recognise that and start selling these beands to these men and stop focusing on their job.
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?
There needs to be a connection between the brand and the audience so that the audience know that they are being supported when they want to express themselves. This message needs to be the platform of the brands image before they target the mass and 'democratise' it.
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?
A "glamorous James Bond-style" masculinity that attracts women or a buffoon-style masculinity that was firmly under the wifely thumb.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
He states that it causes problems by impacting mens wellbeing and womens equal representation in society.
3) What are the five stages of masculinity?
- Unconscious Masculinity
- Conscious Masculinity
- Critical Masculinities
- Multiple Masculinities
- Beyond Masculinities
The test suggests I am at stage 3, but i feel i am more in stage 2.
5) What stage of masculinity was the Score advert aiming at in 1967?
The Score advert is aiming at stage 1 masculinity as they reinforce old fashioned masculine stereotypes and dominance.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Depending on the product, they may need to aim their advert at the stage where they can gain the most customers.
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