Advertising: Score hair cream CSP

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

sexism and treating females as objects increased  - score shows girls in revealing clothing and holding up a man 

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

Women as stay at home mums doing housework like cleaning cooking or washing 

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.

Costume : Girl in revealing clothing and the man in safari / jungle clothing 

props : Gun showing masculinity and strength , tiger fur showing men are top of the food chain 

setting : jungle , animal territory 

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

sexist narrative of male dominance over females 

Male audiences may view the narrative as something they strive for and see humour in the ad

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

A 1967 audience may not of been shocked by the ad as this type of portrayal of patriarchy but a 2020 audience would be shocked as society now is more progressive and has more equality with the rapid rise of feminism   

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 slogan "get what you've always wanted" is very persuasive to a male audience as it implies that if you buy their product you'll get the same rewards as the man in the ad 

It may also be persuasive for a Female as if they buy this product for their partner they will look better and be more desirable 

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

van zoonen theory of the male gaze is applicable as the girls dress code is clearly for the pleasure of a male audience 

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

The role of the producer in shaping ideas about masculinity is clear in the Score advert, use this advert to shape their hypermasculine identity 

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)?
Sexuality is portrayed as exclusively Heterosexual showing how society still negatively thinks about homosexuality or continues to ignore it  

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

 the white western world still exerts its dominance through cultural products. disaster. The Score advert follows a similar narrative. The jungle setting, the gun, the throne all infer that the white western male has been successful in fighting off primitives or dangerous animals to save his own tribe.

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

everyone accepts female empowerment and chaning representations of women ibn mainstream media but dont talk about the struggles that men are facing and they should man up 

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

Find Your Magic campaign focuses on self worth and finding your own individual passions , not what society expects of you 

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

the media constructs typical gendered stereotypes and dare to paint a world where boys like pink, don’t like going out and

getting dirty, or aren’t career ambitious,

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

Women aren't stay at home Mums and are now represented as roles of power  Men are also shown to be more like a father than a breadwinner 

15) 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?

What being a man means, and what ‘success’ means, is changing 

Women have feminism. But men don’t even know they are sick. This is why we need to put men alongside women,