Blog task: Score advert and wider reading
1) What year was the advert produced and why is the historical context important? The advert was produced in 1967 and during that time period women began to get more equality in society
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 male was fully clothed except from his arms/muscles which shows his masculine side and strength. also, his hairy arms showed his manliness and masculinity. The females were wearing tight and short skirts showing
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"? during 1960's period men were scared to be judged as homosexual so the text 'made by men' demonstrates its fully masculine and men have made it so it isn't a women's smell only a manly one. This gave them confidence to buy this product as they wont be anxious of smelling like a female and get called out for being 'gay'.
5) What representation of sexuality can be found in the advert?
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'"?
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
4) How have changes in family and society altered how brands are targeting their products?
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?
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.
5) What stage of masculinity was the Score advert aiming at in 1967?
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
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 male was fully clothed except from his arms/muscles which shows his masculine side and strength. also, his hairy arms showed his manliness and masculinity. The females were wearing tight and short skirts showing
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"? during 1960's period men were scared to be judged as homosexual so the text 'made by men' demonstrates its fully masculine and men have made it so it isn't a women's smell only a manly one. This gave them confidence to buy this product as they wont be anxious of smelling like a female and get called out for being 'gay'.
5) What representation of sexuality can be found in the advert?
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'"?
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
4) How have changes in family and society altered how brands are targeting their products?
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?
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.
5) What stage of masculinity was the Score advert aiming at in 1967?
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
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