Score Hair Cream


Score hair cream advert: CSP context:

The Score hair cream advert is an historical artefact from 1967. It should be examined by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques. 

Context: 1967 can be seen as a period of change in the UK with legislation on (and changing attitudes to) the role of women – and men – in society. Produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act, the representation of gender could be read as signalling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire.



Blog task: Score advert and wider reading

Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising.

Media Factsheet - Score hair cream

Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #188: Close Study Product - Advertising - Score. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets. If you need to access this from home you can download it here if you use your Greenford login details to access Google Drive.

Read the factsheet and answer the following questions:

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

In the 1960s advertising techniques changed through the way that they were exploited ONLY towards men and had to be confirmed to be made BY men as there was a massive fear of homosexual activities back then even though homosexuality was decriminalised in 1967. 

2) What representations of women were found in post-war British advertising campaigns?                             Women were objectified and following WWII and continuing into the late 60s, advertisements would show women in two roles: the housewife and a sexual object. Housewives were shown as being 'obsessed with cleanness'. Single girls were sold products to get them ready for marriage and their future roles as housewives.

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.

MISE-EN-SCENE:
  • Setting/Background
  • Costumes - alludes to British colonial past + revealing
  • Loss of power and dominance: Links to anxiety of men in 1960s
  • Women reaching for the man  + facial expressions 
  • Mulvey: Male gaze 
  • Van Zoonen: Sex role stereotypes + ' Spectacles '

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

The factsheet suggests a narrative analysis of the Score hair cream advert by examining the storyline, characters, settings, and visual elements to understand how they construct meanings related to masculinity and grooming.

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

In 1967, the audience might have responded positively to the advert, viewing it as aspirational and in line with traditional masculine ideals of confidence and attractiveness, while in the 2020s, there might be more diverse reactions, with some viewing it as outdated and reinforcing stereotypes.

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 Score hair cream advert uses persuasive techniques such as highlighting the product's benefits, a catchy slogan ("Be irresistible!"), and product information emphasising its effectiveness in achieving desirable hair, all aimed at convincing the audience to purchase the product.

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

Applying feminist theory, such as van Zoonen's analysis of gender representations the advert constructs and reinforces traditional views of masculinity and femininity, potentially showing gender inequalities and stereotypes.

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

David Gauntlett's theory on gender identity could be applied to the Score hair cream advert by showing how it contributes to the concept of masculinity through its portrayal of confident and desirable male characters.

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 advert's portrayal of heterosexual desire, with the implication that using the hair cream makes men irresistible to women, reflects the cultural norms around sexuality in 1967, influenced by the recent decriminalization of homosexuality, which may have emphasised and reinforced traditional heterosexual ideas.

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

The advert's ideas of a British colonial officers confidence and charm may reflect Britain's colonial past by talking about narratives of British superiority.

Wider reading

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 may face a growing "boy crisis" due to concerns about education, mental health issues, and social challenges faced by young boys.

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

The Axe/Lynx brand has shifted its marketing to present a more diverse and inclusive representation of masculinity by moving away from hypersexualised ideas and instead emphasising themes of self-confidence, individuality, and personal growth.

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

David Brockway suggests that advertisers can "totally reinvent gender constructs" by challenging traditional stereotypes and embracing diverse representations of gender roles.

4) How have changes in family and society altered how brands are targeting their products?

Changes in family and society, such as the rise of dual-income households, increased diversity in family structures, and have prompted brands to target their products with a focus on inclusivity.

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 suggests that establishing a foundation of trust and familiarity with the audience through relatability and traditional ideas of masculinity in advertising.

Comments

Post a Comment

Popular posts from this blog

Representation

REPRESENTATION:   1) Why is representation an important concept in Media Studies? Representation is crucial in Media Studies because it shapes how individuals and groups are portrayed in media, influencing societal perceptions, identities, and opinions. 2) How does the example of Kate Middleton show the way different meanings can be created in the media? The example of Kate Middleton illustrates how media representations can vary and create different meanings. Depending on the context, she may be portrayed as a fashion icon, a dutiful royal, a mother, a public figure, or even a symbol of social status. These representations can shape public perception of her and influence broader discussions about royalty, gender roles, class, and celebrity culture. 3) Summarise the section 'The how, who and why of media representation' in 50 words. The section goes into the difficult processes of media representation, analysing how various factors such as ideology, commercial interests, and po
Read more

Introduction to feminism

  INTRODUCTION TO FEMINISM: 1) Why did Laura Bates start the Everyday Sexism project? Laura Bates started the Everyday Sexism project to provide a platform for individuals to share their experiences of gender-based discrimination and to raise awareness about the disgusting nature of sexism in daily life. She wanted to create a space where people could speak out against instances of sexism, challenge societal attitudes, and advocate for change. 2) How does the Everyday Sexism project link to the concept of post-feminism? Is feminism still required in western societies? The Everyday Sexism project highlights ongoing gender inequalities, challenging the motion of post-feminism, which suggests that feminism is no longer needed in Western societies. By documenting instances of sexism in daily life, the project demonstrates that gender discrimination persists and underscores the ongoing relevance of feminism in addressing these issues. 3) Why was new technology essential to the success of th
Read more

Feminist theory

Image
    FEMINIST THEORY: 1) What examples are provided from the two texts of the 'male gaze' (Mulvey)? Text One: Mulvey discusses how in classical Hollywood cinema, women are often presented as objects of desire for both the male characters within the film and the male audience outside of it. This objectification causes women to be seen as objects to be looked at, fulfilling the desires and fantasies of the male viewer. Text Two: Mulvey points out how the camera's perspective in many films aligns with the perspective of a heterosexual male viewer, emphasising the male gaze. This perspective often positions women as objects to be looked at and desired, reinforcing traditional gender roles and power dynamics 2) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form? These texts demonstrate that feminism is still necessary as they reveal sexism in a different form, presented through the male gaze in media and culture. 3)
Read more