Blog task: Score advert and wider reading

 

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?

They and leaned more toward creative instinct in planning their campaigns. “Eschewing portrayals

of elitism, authoritarianism, reverence for institutions and other traditional beliefs, ads attempted to win over consumers with humour, candour and, above all, irony.”

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

Post-war, and now surplus to requirement in the workplace, the advertising

industry stepped in to provide a new ‘propaganda’ campaign – one

designed to make women feel useful in the domestic arena.

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.

Connotations of male power over women, and Britain's colonial past.

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

That the cream will offer a resolution to give men a new equilibrium.

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

A 1960s would of agreed, and reinforced to the sexism, and heteronormativity present. A present audience would (hopefully) mostly disagree with it as gender representations have changed in some ways. 

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?

Anchorage - "getting what you want"/"men" "masculine - reaffirming men's sexuality/masculinity

Slogan - "get what you always wanted"- offers equilibrium/ aggressive heterosexuality

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

The feminist writer Liesbet van Zoonen argues that ‘gender’ is constructed through discourse and that its meaning varies according to the cultural and historical context. The Score advert constructs a representation of women that is typical of the late 1960s.

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

David Gauntlett argues that both media producers and audiences play a role in constructing identities. The role of the producer in shaping ideas about masculinity is clear in the Score advert, which is undoubtedly similar to countless other media texts of that era.

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)?

Man surrounded by women which is "what he's always wanted.“It’s a commonly held misconception that the 1967 act legalised male homosexuality. It didn’t. It partially decriminalised it under certain

conditions. In the years that followed, gay sexuality was policed more aggressively than before and the number of men arrested for breaching those conditions actually rose considerably.” 

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

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.

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'"?

We are much less equipped to talk about the issues affecting boys. There’s an unconscious bias that males should simply ‘man up’ and deal with any crisis of confidence themselves. After all, men (certainly white, middle-class, Western men) are better paid, have more opportunities and are not inhumanely oppressed in some parts of the world.

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

As Lynx/Axe found when it undertook a large-scale research project into modern male identity, men

are craving a more diverse definition of what it means to be a ‘successful’ man in 2016. This insight led

to the step-change ‘Find Your Magic’ campaign from the former bad-boy brand.

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, for example.

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

 For brands nervous of saying the wrong thing, Whincup suggests experimenting with social media as

it allows flexibility and for more targeted messages. Additionally, if it doesn’t work, it can be

removed. One example is the Campaign Against Living Miserably (CALM), which raises awareness of

male suicide. The charity is chipping away at loaded language that puts pressure on men through its

#mandictionary, a place online where men can “redefine themselves on their own terms”.

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 touched on already, Lynx/Axe has attempted to get the conversation rolling with its U-turn ‘Find

Your Magic’ and, while admirable, it’s not the game-changing calibre of Always, Dove and Sport

England. To be fair on 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.