Score advert and wider reading
Blog task: Score advert and wider reading
Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising.
Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising.
1) What year was the advert produced and why is the historical context important?
This score cream advert was created in 1967. The historical context of this advert is important as it was created during a period of change in the UK with legislation on the role of women and men in society. The advert was produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act which saw changes in society and how women and men were represented and their role during this change.
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 advert contains a man on a pedestal that's being held up by various women who are either looking into the camera or reaching up to touch him. The positioning and body language of these women help reinforce the views that men were superior and dominant over women as the man in the advert is seen above the women with the camera angle being at the level of the women. The costume of the women is quite revealing and sexualises them and suggests that if you were to use this hair cream product that you'll "Get what you've always wanted". The man in this advert is seen to be properly clothed, however his arms are exposed which reinforces the typical belief of a man having to be quite muscular and hairy to be seen as masculine and dominant.
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 suggests to the audience that if they were to use this hair cream product that they could be in the position of the main protagonist on the pedestal and surrounded by women who admire him. The slogan reinforces the old stereotypical beliefs that men want to have women who look up to them and is extremely heterosexual.
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 use of the text saying "made by men" makes the product seem more 'reliable' and 'trustworthy' as it is created by men and creates a more masculine representation of the product. The quote "Score's famous masculine scene"
5) What representation of sexuality can be found in the advert?
The women in the advert are objectified through their outfits as they are seen to be revealing compared to the man who is fully dressed, only exposing his arms.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert presents masculinity above women and are seen to have ownership and control over them. This advert is an example of this through the positioning of each person in the advert, the women are carrying the man on a pedestal whilst the women in the back reach up to him.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
Masculinity is still subtly presented as dominant over women through theories such as the male gaze and adverts who still sexualise women. However women and men are seen more to be presented together in adverts where they are presented as equal.
The Drum: This Boy Can article
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
As women continue to get empowered throughout society, men are feeling more and more disempowered which has caused suicide rates for young boys to increase.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe have changed their brand image to show a more modern male representation which defines what men seek in 'what it means to be a 'sucessful' man'.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Advertisers construct an image where young boys are feeling "unaccomplished" and "incapable" due to adverts presenting men in false perceptions which involve men having to be fit and strong. "Advertisers 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?
"The meaning and definition of a 'family' in places like Britain is profoundly changing - but advertising is 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?
Once the platform has been set you can destroy it and portray a new meaning which show "that it doesn't matter who you want to be, just express yourself and we will support that."
Campaign: Why brands need to change
1) What are two ways advertising traditionally presented masculinity?
Men were either presented in a 'James Bond' style where they are glamorous or in a buffoon-style masculinity that was under the wifely thumb.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
Gelfer suggests that this still needs to change as "men are still being given limited options: either they fulfill the traditional stereotype, or they have the kind of alternatives offered by these campaigns, which are mostly based on a rather rudimentary idea of complementing traditional masculine values with traditional feminine values such as nurturing and sensitivity".
3) What are the five stages of masculinity?
I got stage 2. I think this is a correct stage is correct as I understand the roles which society expect men to achieve however that doesn't mean that they're all the same for everyone and that some women can achieve to.
5) What stage of masculinity was the Score advert aiming at in 1967?
The Score advert was at stage 2 masculinity as men were conscience of their role in society and knew how to act and what to do.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Most companies would want to have a stage 3 masculinity as they would want to appeal to most audiences and attract the most customers, whereas a men's sports company may use stage 2 as it uses stereotypes to promote their product or brand
This score cream advert was created in 1967. The historical context of this advert is important as it was created during a period of change in the UK with legislation on the role of women and men in society. The advert was produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act which saw changes in society and how women and men were represented and their role during this change.
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 advert contains a man on a pedestal that's being held up by various women who are either looking into the camera or reaching up to touch him. The positioning and body language of these women help reinforce the views that men were superior and dominant over women as the man in the advert is seen above the women with the camera angle being at the level of the women. The costume of the women is quite revealing and sexualises them and suggests that if you were to use this hair cream product that you'll "Get what you've always wanted". The man in this advert is seen to be properly clothed, however his arms are exposed which reinforces the typical belief of a man having to be quite muscular and hairy to be seen as masculine and dominant.
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 suggests to the audience that if they were to use this hair cream product that they could be in the position of the main protagonist on the pedestal and surrounded by women who admire him. The slogan reinforces the old stereotypical beliefs that men want to have women who look up to them and is extremely heterosexual.
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 use of the text saying "made by men" makes the product seem more 'reliable' and 'trustworthy' as it is created by men and creates a more masculine representation of the product. The quote "Score's famous masculine scene"
5) What representation of sexuality can be found in the advert?
The women in the advert are objectified through their outfits as they are seen to be revealing compared to the man who is fully dressed, only exposing his arms.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert presents masculinity above women and are seen to have ownership and control over them. This advert is an example of this through the positioning of each person in the advert, the women are carrying the man on a pedestal whilst the women in the back reach up to him.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
Masculinity is still subtly presented as dominant over women through theories such as the male gaze and adverts who still sexualise women. However women and men are seen more to be presented together in adverts where they are presented as equal.
The Drum: This Boy Can article
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
As women continue to get empowered throughout society, men are feeling more and more disempowered which has caused suicide rates for young boys to increase.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe have changed their brand image to show a more modern male representation which defines what men seek in 'what it means to be a 'sucessful' man'.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Advertisers construct an image where young boys are feeling "unaccomplished" and "incapable" due to adverts presenting men in false perceptions which involve men having to be fit and strong. "Advertisers 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?
"The meaning and definition of a 'family' in places like Britain is profoundly changing - but advertising is 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?
Once the platform has been set you can destroy it and portray a new meaning which show "that it doesn't matter who you want to be, just express yourself and we will support that."
Campaign: Why brands need to change
1) What are two ways advertising traditionally presented masculinity?
Men were either presented in a 'James Bond' style where they are glamorous or in a buffoon-style masculinity that was under the wifely thumb.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
Gelfer suggests that this still needs to change as "men are still being given limited options: either they fulfill the traditional stereotype, or they have the kind of alternatives offered by these campaigns, which are mostly based on a rather rudimentary idea of complementing traditional masculine values with traditional feminine values such as nurturing and sensitivity".
3) What are the five stages of masculinity?
Stage 1 is defined as "unconscious masculinity", which means that traditional masculinity has been adopted by someone without them even thinking about it. People at Stage 1 are living their lives according to what they perceive to be "common sense" or "intuition" and do not actively address masculinity, perhaps because they are too busy surviving, or just don’t have the required critical thinking skills.
Stage 2 is defined as "conscious masculinity", which means that traditional masculinity has been consciously adopted by someone. People at Stage 2 look to various "proofs" of masculinity, such as historical evidence, biological determinism or even holy books.
Stage 3 is defined as "critical masculinities" and is largely aligned with feminist thought. People at Stage 3 are aware that society is often patriarchal and homophobic and want to counter these problems. They also tend to believe that masculinity is not biologically determined, rather socially constructed.
Stage 4 is defined as "multiple masculinities" and suggests that masculinity can mean anything to anyone. People at Stage 4 share many of the concerns of those at Stage 3, but they are less burdened by guilt from the problems caused by masculinity, and focus more on the freedom to be who they want to be.
Stage 5 is defined as "beyond masculinities" and proposes the simple truth that masculinity does not exist. People at Stage 5 understand how masculinity operates at the other stages, but ultimately believe it to be an illusion that society has created to keep people in line.
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.I got stage 2. I think this is a correct stage is correct as I understand the roles which society expect men to achieve however that doesn't mean that they're all the same for everyone and that some women can achieve to.
5) What stage of masculinity was the Score advert aiming at in 1967?
The Score advert was at stage 2 masculinity as men were conscience of their role in society and knew how to act and what to do.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Most companies would want to have a stage 3 masculinity as they would want to appeal to most audiences and attract the most customers, whereas a men's sports company may use stage 2 as it uses stereotypes to promote their product or brand
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