Score advert and wider reading (NC)
1) What year was the advert produced and why is the historical context important?
The score advert was produced in 1967 and this time was period of change with the role of women in society, the advert may refer to a time that is fearful of change and is attempting to reinforce the typical stereotypes. One may also infer that due to colonies gaining independence, the Score advert may allude to imperialist traits, such as the exotic location and the notion of conquering a particular piece of land, or in this case a woman. A case of 'lost empire complex.'
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 man's clothing suggests he is a hunter, or possibly a predator for the women. This is reinforced by the positioning of the women and the man, this indicates the power dynamic at play as the women are below the man and are even carrying the man. This shows the male dominance and that the power he has is so strong that he is making women physically carry him.
The costumes of the man and the females are suitable for jungle wear although the amount of actual clothing on the women is significantly less than the clothing that is on the man, this is done by the producers to use the sexual attraction of the women (male gaze) to cause viewers to be attracted to read the advert.
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?
The slogan of the hair cream advert without the image may refer to get the hairstyle you've always wanted which is in context of what the product is, but due to the image that is tied with the advert illustrates a different meaning with the women and the man, with the image, the advert conveys that 'what you've always wanted' is a couple of women all trying to be with you. The advert suggests that if you use this hair cream that women will be running to be with you. In terms of context, in the 1960's and 1970's, there was a huge change in terms of the view of gender with the equal pay act and the discrimination of homosexuality this indicates that the times of publishing of the site are of one that the changing attitudes and views of women and men. The advert goes against what the times were proceeding towards by reinforcing typical stereotypes of the time.
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"?
The text suggests that the product is made for men and should be used by men, this advertising technique being used is similar to expert advice that is used by modern advertisements. But with the use of discrimination of men being better at making the product possibly, leading to men wanting to trust and buy the product.
The text of "Score's famous masculine scent", is a view that is being put out by the producers of what is considered to be masculine and that without it they can't be masculine. This can refer to the changing views of the public with gender being viewed as fluent, this means that the advert is attempting to challenge the movement of gender and try to reinforce typical stereotypes.5) What representation of sexuality can be found in the advert?
The representation of sexuality is very traditional and that the gender rolesare very fixed in a way that men are very masculine and females are there to be looked at by the male gaze as the women are dressed in a very revealing fashion and are almost worshipping the male which they are carrying and reaching for.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert reflects representations of masculinity in advertising 50 years ago as it shows him to only be wanting the female attention and to be holding onto his gun which is a phallic symbol which is meant to represent his masculinity. This indicates that the view of masculinity at the time where that the man had to be the one showing power and does not have to be afraid of what to do or where to go, this is conveyed with his eye contact with the consumers and the ability to have women carry him to show that he is allowed to demand them for what to do.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
I think that representation has varied throughout the time, with so many people stepping up and the view of feministbeing shown to the public with the power of social media, while some controversies have stirred in the recent years with bad advertising campaigns the type of adverts being produced have been less discriminative.
The Drum: This Boy Can article
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The article suggests that with both gender stereotypes and representations being related to one another both men (mainly men) and women have now got questions of what they must do to be masculine or feminine, the Score advert suggests dominance over females and that women can be objectified with their body, while in the modern day with ad campaigns that challenge this, men are now unaware of what makes them masculine.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Lynx has supported and helped the 'boy crisis' to grow, with the "find your magic" campaign that tells men to pursue what they want and do whatever they want to, this goes against previous Lynx and perfume adverts that reinforce typical having a firm body and having females attracted to you, similar to the score advert.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
In order to prevent a full-blown crisis of self-worth, Brockway 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. This is a way to show that people want to define the new viewspeople are gaining on gender and it's role, similarly the Score advert had attempted to go against the changing times of the 70's, yet they failed.
4) How have changes in family and society altered how brands are targeting their products?
As stated by Miller, "the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalize different scenarios by largely failing to portray this new normal." This indicates that advertising and the role of gender is not the only thing that is changing but is the way we view families and their typical views, this could be due to the influence of the advertisements of conglomerates or the social constructsthat people have adopted upon on themselves.
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?
Fernando Desouches, Axe global brand development director, he knows that. And, as he says, you’ve got to “set the platform” before you explode the myth. “This is just the beginning. The slap in the face to say ‘this is masculinity’. This is a message of man or female nobody has to restrict themselves in the stereotypical restraints they have put on them.
Campaign: Why brands need to change
1) What are two ways advertising traditionally presented masculinity?
Previously, masculinity was mostly presented in one of two ways:
1) Either a glamorous James Bond-style masculinity that attracted ‘the ladies’.
2) 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?
3) What are the five stages of masculinity?
The Five Stages of Masculinity is a new way of thinking about masculinity: in short, it’s a map of the different ways people perceive and understand masculinity;
-Stage 1: Unconscious Masculinity
-Stage 2: Conscious Masculinity
-Stage 3: Critical Masculinity
-Stage 4: Multiple Masculinity
-Stage 5: Beyond Masculinity
The score advert was produced in 1967 and this time was period of change with the role of women in society, the advert may refer to a time that is fearful of change and is attempting to reinforce the typical stereotypes. One may also infer that due to colonies gaining independence, the Score advert may allude to imperialist traits, such as the exotic location and the notion of conquering a particular piece of land, or in this case a woman. A case of 'lost empire complex.'
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 man's clothing suggests he is a hunter, or possibly a predator for the women. This is reinforced by the positioning of the women and the man, this indicates the power dynamic at play as the women are below the man and are even carrying the man. This shows the male dominance and that the power he has is so strong that he is making women physically carry him.
The costumes of the man and the females are suitable for jungle wear although the amount of actual clothing on the women is significantly less than the clothing that is on the man, this is done by the producers to use the sexual attraction of the women (male gaze) to cause viewers to be attracted to read the advert.
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?
The slogan of the hair cream advert without the image may refer to get the hairstyle you've always wanted which is in context of what the product is, but due to the image that is tied with the advert illustrates a different meaning with the women and the man, with the image, the advert conveys that 'what you've always wanted' is a couple of women all trying to be with you. The advert suggests that if you use this hair cream that women will be running to be with you. In terms of context, in the 1960's and 1970's, there was a huge change in terms of the view of gender with the equal pay act and the discrimination of homosexuality this indicates that the times of publishing of the site are of one that the changing attitudes and views of women and men. The advert goes against what the times were proceeding towards by reinforcing typical stereotypes of the time.
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"?
The text suggests that the product is made for men and should be used by men, this advertising technique being used is similar to expert advice that is used by modern advertisements. But with the use of discrimination of men being better at making the product possibly, leading to men wanting to trust and buy the product.
The text of "Score's famous masculine scent", is a view that is being put out by the producers of what is considered to be masculine and that without it they can't be masculine. This can refer to the changing views of the public with gender being viewed as fluent, this means that the advert is attempting to challenge the movement of gender and try to reinforce typical stereotypes.5) What representation of sexuality can be found in the advert?
The representation of sexuality is very traditional and that the gender rolesare very fixed in a way that men are very masculine and females are there to be looked at by the male gaze as the women are dressed in a very revealing fashion and are almost worshipping the male which they are carrying and reaching for.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert reflects representations of masculinity in advertising 50 years ago as it shows him to only be wanting the female attention and to be holding onto his gun which is a phallic symbol which is meant to represent his masculinity. This indicates that the view of masculinity at the time where that the man had to be the one showing power and does not have to be afraid of what to do or where to go, this is conveyed with his eye contact with the consumers and the ability to have women carry him to show that he is allowed to demand them for what to do.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
I think that representation has varied throughout the time, with so many people stepping up and the view of feministbeing shown to the public with the power of social media, while some controversies have stirred in the recent years with bad advertising campaigns the type of adverts being produced have been less discriminative.
The Drum: This Boy Can article
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The article suggests that with both gender stereotypes and representations being related to one another both men (mainly men) and women have now got questions of what they must do to be masculine or feminine, the Score advert suggests dominance over females and that women can be objectified with their body, while in the modern day with ad campaigns that challenge this, men are now unaware of what makes them masculine.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Lynx has supported and helped the 'boy crisis' to grow, with the "find your magic" campaign that tells men to pursue what they want and do whatever they want to, this goes against previous Lynx and perfume adverts that reinforce typical having a firm body and having females attracted to you, similar to the score advert.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
In order to prevent a full-blown crisis of self-worth, Brockway 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. This is a way to show that people want to define the new viewspeople are gaining on gender and it's role, similarly the Score advert had attempted to go against the changing times of the 70's, yet they failed.
4) How have changes in family and society altered how brands are targeting their products?
As stated by Miller, "the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalize different scenarios by largely failing to portray this new normal." This indicates that advertising and the role of gender is not the only thing that is changing but is the way we view families and their typical views, this could be due to the influence of the advertisements of conglomerates or the social constructsthat people have adopted upon on themselves.
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?
Fernando Desouches, Axe global brand development director, he knows that. And, as he says, you’ve got to “set the platform” before you explode the myth. “This is just the beginning. The slap in the face to say ‘this is masculinity’. This is a message of man or female nobody has to restrict themselves in the stereotypical restraints they have put on them.
Campaign: Why brands need to change
1) What are two ways advertising traditionally presented masculinity?
Previously, masculinity was mostly presented in one of two ways:
1) Either a glamorous James Bond-style masculinity that attracted ‘the ladies’.
2) 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?
3) What are the five stages of masculinity?
The Five Stages of Masculinity is a new way of thinking about masculinity: in short, it’s a map of the different ways people perceive and understand masculinity;
-Stage 1: Unconscious Masculinity
-Stage 2: Conscious Masculinity
-Stage 3: Critical Masculinity
-Stage 4: Multiple Masculinity
-Stage 5: Beyond Masculinity
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