Score advert and wider reading

Media Factsheet - Score hair cream

1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?

In the 1960's advertising techniques were used which portrayed elitism and authoritarianism. Score hair cream advert reflects this as the man with the gun and how he is positioned at a higher level. This portrays hierarchy and shows how some have more power than others. Also this supports where it says that visual took more importance.

2) What representations of women were found in post-war British advertising campaigns?

In the UK, during the post-war period, advertising reinforced the idea that a woman's place was in the kitchen. The women were to remain inferior to the men and to 'support the man in his efforts'. 

3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image? You may wish to link this to relevant contexts too.

C: The costumes in this advert are important as they play an important role in gender stereotypes. The single male is wearing a khaki coloured safari clothes and looks very smug and comfortable in his seat. The women in this advert however, are wearing revealing clothes and are semi-naked. This exposes their bodies to the audience and objectifies them. 

L: They have used high-key lighting to reinforce the setting of the jungle

A: The male is placed in a higher position compared to the females. It reinforces the gender imbalance and prominence of a patriarchal society in 1960s. The females are placed around him to make him central and denotes their powerless dynamic in society.

M: The women are decorated for the purpose of luring men in into buying the product. The women are made to look seductive. Females are used as objects for voyeuristic pleasure.

P: The jungle theme included a variety of props which make up the setting properly. It highlights colonistic values. The use of gun could be interpreted in a sexual manner, a phallic symbol. It parallels with how the women are semi-naked and seductive, so 'Score' can allow you to get the women. Links to hypermasculinity. 

S: Jungle setting. Exotic vibes. 

4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?

The man is presents as a hero (Propp's seven spheres of action). The image infers that he is the protector of the tribe. The women adore him and so are his rewards for his masculine endeavors. This appeals to young men who are the target audience who aspire to be like him. There is a idea that women are sexually available and fall at the feet of the men, which can also be seen in the Lynx adverts today (sex sells).

5) How might an audience have responded to the advert in 1967? What about in the 2020s?

A male audience in 1967 would've seen this as ironic and humorous (Stuart Halls reception theory - dominant reading). However women, who weren't the target audience, would've read this in an oppositional way but still would've accepted it as it was a representation of a patriarchal society which they lived in. Modern audiences would understand the sexist narrative and how it is outdated and offensive in todays society.

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 use of the copy (slogan) stating "Get what you've always wanted" uses direct mode of address which attracts it's audience to get what they've always wanted by buying the product. The name of the company "Score" also suggests that by buying their product that they can achieve their goals. The anchor text also states "great grooming" telling men to buy the product because it is exclusive to them and that they are better than other companied trying to sell them the same thing. The anchor also says "made by men for men" suggesting that men know what each other want. 

7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?

van Zoonen and Mulvey similarly suggest that a women body is used in the media to sexualise them and Mulvey also suggest the male gaze and that men look at women and are spectacles. In the Score advert, we can see that women are wearing revealing clothes, clearly sexualising them and exposing parts of their body. 

bell hooks suggest that feminism is a movement to end patriarchy and that we cannot look at feminism without looking at race or class. She uses the term 'white supremist, capitalist patriarchy'. In this advert we can see that the man is superior one (patriarchy) and he is also white.

Judith Butler suggest that gender is not biology and instead a repeating acts or traditions. In this advert we can see the man being very masculine and powerful and also the women dressed and looking a certain way (reinforcing gender stereotypes). However we can also see the man who has to look and dress a certain way, by using the product and the women who are strong as they are carrying the man on a platform (subverting gander stereotypes). 

8) How could David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?

Gauntlett suggest that media help construct our identity. We can see the producers of Score create an identity of masculinity which men used and still use (maintaining authority). This would also show the women her place in the world (having to look and dress a certain way.)

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)?

The adverts represents heterosexuality and also promotes this in some way. This links to 1967 decriminalisation of homosexuality as you were aloud to be homosexual from this time. This advert shows that heterosexuality is more better and for the elite.

10) How does the advert reflect Britain's colonial past - another important historical and cultural context?

This links to British colonial past as this was the time where the British empire was coming to end. Many of the countries that they controlled were in Africa and therefore the setting of the safari gives reference to this. This shows that the British are still powerful and exerts their dominance. This also gives a narrative similar to Hollywood movies due to the jungle setting, the gun and protecting his tribe.

Wider reading

The Drum: This Boy Can article

1) Why does the writer suggest that we may face a "growing 'boy crisis'"?

As they believe we are empowering the wrong sex and that we are "less equipped" with tackling boys issues and therefore we have an unconscious bias when they have a problem and stereotypically tell them to 'man-up'.

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?

They gave men a much more diverse definition of what it means to be a successful man in 2016 and to relieve the pressure on them. This then led to the step-change 'Find Your Magic campaign.

3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?

To make 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?

That men are now running the house-hold budgets in the US and that brands need to recognise this otherwise they will lose their biggest audience. He also states the in places like Britain that the "meaning of 'family' is profoundly changing"  and that advertising are not helping to normalise different scenarios by largely failing to portray this "new normal".

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?

As meaning of masculinity and men is changing, you need to have proper definition and therefore 'set a platform'. Once you do this, you can then talk about it openly and get your message through 'explode the myth'.

Gender, identity and advertising

David Gauntlett: academic reading

1) What examples does Gauntlett provide of the "decline of tradition"?

That the traditional views of women as a housewife or low-status has been changed due to the new representation of the successful 'girl power' icons. Masculine views of emotionless and toughness have changed due to the new emphasis on men's emotions and the problems with masculinity.

2) How does Gauntlett suggest the media influences the way we construct our own identities?

The media provides its audiences with useful and not so useful tools that they can use in their life. Magazines provide entertainment, self-confidence, and provides information about sex, relationships and lifestyles which they could adopt. TV shows, songs, adverts and movies gives its audiences guidance and advice that they could use.

3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?

It is a negative thing as he suggest that the young post-traditionalists men and women of today could be the narrow-minded older traditional people of the future. Suggest older people will think backwards.

4) Why does Gauntlett suggest that masculinity is NOT in crisis?

He suggests that men are finding new identities and that these can be seen in the media e.g. magazines which show lifestyles, health, relationship advice etc. The masculinity found if FHM showed masculinity as caring generous etc. Audiences were tolerated and disregarded offensive comments.

5) Does advertising still reinforce the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses? Offer examples for both sides of the argument from the wider advertising industry.

Adverts still both reinforce and subvert these stereotypes of men.  Some adverts will show men as dominant and superior by exposing their body, suggesting that they have an expectation to look "macho" and physically strong. However, some adverts subvert these stereotypes as males models could be used as models for make-up. This suggest the men are allowed to change with time and feel free to look how they want, rather than just having power or physical strength. 

6) Gauntlett discusses the idea of 'girl power' and offers examples from music and film. Does advertising provide evidence to support the idea of 'girl power' or is the industry still reinforcing traditional representations of men and women?

Advertising supports the idea of 'girl power', that women are independent and don't need a man in their life and should have life goals. However these still reinforce traditional stereotypes that women are to look and dress a certain way.

7) Do you agree with Gauntlett's argument under 'Popular feminism, women and men' where he suggests that younger generations are not threatened by traditional gender roles and are comfortable with social changes? Does advertising provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?

I agree with the statement as they are free and encouraged to have their own identity and are free to be who or what they want to be. Advertising reinforces these ideas. Magazines present men to be more helpful and considerate lovers, healthy and fashionable etc. 

8) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?

CK one fragrance 'for a man or women' suggesting that it doesn't matter which of the attractive male or female role models you choose to desire. Some adverts such as impulse deoderant and Kronenbourg lager teased with heterosexual desire only to reveal that the lust object were more interested in their own sex implying to their audiences the unpredictability of sexuality. 

9) Why is advertising such a good example of the 'contradictory elements' that Gauntlett discusses with regards to the mass media? In other words, how does advertising continue to both reinforce and challenge gender stereotypes?

Contradictions drive excitement and doesn't bother the media makers or the audiences. Multiple messages are contributed to the perception of open possibilities, and we no longer get straightforward messages about ideal male and female identities, however some certain groups and features promote one more desirable than the other. We can borrow bits from different people in the media, but are also encouraged to be ourselves - this then opens up gender trouble - 'identity is fluid'. Popular culture make the 'ideal' model for the self more indistinct. 

10) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. What is your opinion on this debate - do you agree that the media reinforces the changing attitudes towards gender and sexuality in society?

I agree. as the media is progressive and moves with the times and diversifying as their audiences do. They represent many sexualities and are inclusive when it comes to gender. They subvert traditional stereotypes. For example having gay men model for make-up or women for sport equipment etc. 

Media Magazine: Andrew Tate - Masculinity in crisis?

1) What is misogyny and how does it link to Andrew Tate?

Misogyny is the hatred and prejudice of women. Andrew Tate is a misogynist himself, claiming in a video that he is 'absolutely a misogynist'  and had his beliefs that 'women shouldn't drive' and that women are 'men's property', objectifying them and stating that he'd rather be with 18 and 19-year-olds as they have had 'less sex', sexualising them. 

2) How does the article suggest Andrew Tate used social media to build up his reputation and following?

Tate used his social media to say controversial statements gaining him views and publicity attracting audiences to see who or what he is. The suggests that he tells people to see the full interviews and don't just watch the clip, fully knowing and being aware that it will only get him more attention. 

3) Does Andrew Tate's popularity suggest there is in fact a 'crisis in masculinity' - disagreeing with David Gauntlett's view?

Masculinity is in crisis and due to the growth of people like Andrew Tate it is toxic, influencing young vulnerable, gullible and impressionable teenage boys to also be the same, spreading messages of misogyny, sexist comments (homophobia etc.) , racism etc.   

MIGRAIN Assessment 3: Learner Response

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: Excellent answer for Q2 - considering a range of theorists/contexts and alternative readings.

EBI: You could have referenced another exam product from advertising in more detail. 

17/20 = A

2) Read the mark scheme for this assessment carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you didn't achieve full marks in a question, write a bullet point on what you may have missed.

• Q1 - 6/8 - Verbal codes (text) reinforce gender roles that are expected in society, supporting Butler: "Gender is a performance" - patterns of repeated acts and rituals. Expectation that women should be 'good' whilst men are allowed to be 'bad'. This reinforces the restrictive gender roles which are set from childhood. Further reinforced by the text which says 'The ne feminine/masculine fragrance' suggesting people should look and smell a certain way to perform their gender. 
• Q2 - 11/12 - The 'good girl/bad boy' campaign strongly reinforces classic gender stereotypes, contrasting with recent campaigns such as the Gillette's 'Boys will be Boys' which went viral to try to prevent toxic masculinity. 

3) For Question 2 on the social and cultural contexts of gender representations, identify three potential points in the mark scheme that you didn't include in your answer.

• The 'good girl/bad boy' campaign strongly reinforces classic gender stereotypes, contrasting with recent campaigns such as the Gillette's 'Boys will be Boys' which went viral to try to prevent toxic masculinity. 
• The Carolina Herrera advert may be seen as a campaign to reclaim traditional gender roles in response to increasing tolerance of gender fluidity and non-binary gender identity.
• Campaign reinforces Butler's Gender Trouble - especially the idea that gender is culturally and socially constructed, 'not natural' supports Butler's idea that we are conditioned to adhere to social norms, both in terms of gender and heterosexuality.

4) Having read the whole mark scheme, pick out one media theory that you didn't include in this assessment and summarise it briefly here so you can use it confidently in future.

• Gauntlett - believes that the explosion of the media in the 1980's and 1990's gave audiences a chance to actively construct their identity and perhaps move away from the traditional stereotypes. “Although the popular remix of feminism is accepted by young women, it remains the case that most women and men remain somewhat constricted within particular gender roles.” - acknowledged Butler and van Zoonen. He also found a new representation of men in the 1990s and disagrees that masculinity is in a crisis. 

5) Based on your experience in this assessment, identify three aspects of Media (e.g. skills/particular theories/examples) that you need to work on for your next assessment.

• I need to work on my skills for analysing unseen products
• learn more examples to apply different contextual references and compare them
• Constructing my answer and timing

Representations of women in advertising

Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising 

1) How does Mistry suggest advertising has changed since the mid-1990s?

Mistry has suggested that advertising has changed as nowadays advertising uses a more neutral approach in terms of gender and sexual orientation. The rise in the feminist and LGBTQ+ communities becoming more prominent.

2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?

Traditional female stereotypes such as the inferior, housewife or the seductive femme fatale. The 1950s led to the 'feminine mystique' which reinforced housewife ideals.

3) How did the increasing influence of clothes and make-up change representations of women in advertising?

Clothes and make-up in advertising had lead to a women being sexualised and solely looked at for pleasure, as objects. There are many examples which reinforce the 'male gaze' theory. 

4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?

Laura Mulvey introduced this in 1975. Women are constructed under a masculine society and only purpose is for male voyeuristic pleasure

5) How did the representation of women change in the 1970s?

The rise of the 'new women' became prominent. This changed reality of women's social positions in society. They were accepted in society and became more independent.

6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?

Van Zoonen suggests 'new' representations of women in the 1970s and 1980s were marginally different from sexist representations. That women are still oppressed but moving on in a more semiological approach. 

7) What does Barthel suggest regarding advertising and male power?

How women these days can successfully 'storm' their male counterparts, but at the end of the day they are 'still women' and therefore not a threat.

8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?

The female is sexually attractive and she enjoys being 'sexual'. Dyer suggests that the femme fatale is a misinterpretation of women's liberation. 

Media Magazine: Beach Bodies v Real Women (MM54)

1) What was the Protein World 'Beach Bodies' campaign and why was it controversial?

Advertised on London underground and aimed to get the 'women' ready for summer. The ad featured a tanned, blonde female in a full, revealing pose.

2) What was the Dove Real Beauty campaign?

Used unfiltered bodies of all shapes and sizes. Created women at a dominant position and reinforced the beauty of being natural and comfortable in your own skin. 

3) How has social media changed the way audiences can interact with advertising campaigns? 

Has become a platform where users can express their views and opinions freely. 

4) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?

Van Zoonen can be applied here as she suggests that gender is negotiated and dependent on social and cultural contexts and how gender is communicated. These campaigns have offered a male gaze even when empowering women.

5) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?

In my opinion, I think the representations of women in advertising have changed in the last 60 years to some extent as the way women are shown are different, but they are still sexualised. 

In the past (1960's) women were represented as housewives' and domestic goddesses. They were used for products for make-up, clothes, domestic products or just as models to make consumers attracted to the advert (male gaze - Mulvey). They were represented as inferior, often being sexualised, objectified and also infantilised. 

However in the present, they are empowered, feeling comfortable in who and what they are and what they are wearing. They sell there body for the benefit of the product but also for audiences to look at and buy. They are still sexualised for the benefit of men but also for other women to look at so they can get the similar body style etc. as the model, so they can then have other men look at them (male gaze - Mulvey). However there sexualisation and objectification is now used as a form of superiority and dominance.