Gender, identity and advertising: blog task

Gender, identity and advertising: blog task

1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea?

Decline of tradition is when newer things are coming into place and old beliefs aren't valued or put into practice anymore. We can see this when we compare the score hair cream ad; which is made for stereotypical, superior men whereas we have the Maybelline ad from the 21st Century featuring agay man promoting makeup.

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

3) How do the two CSPs reflect the generational differences that Gauntlett discusses? Is it a good thing that the media seems to promote modern liberal values?

Traditional attitudes may be scarce amongst the under-30s, but still thrive in the hearts of some over-65s. The two CSP's show the difference between the beliefs of masculinity and the pressure on men being reduced over the years.

4) Why might Manny and Shayla be a good example of the role models that Gauntlett discusses - and also demonstrate how those role models have changed in recent years?

Manny and Shayla are good role models as they are both looked up at especially by teenagers and young adults and them promoting Maybelline's mascara as they are also carrying out a god message and being accepting of the gay society which is a rising trend. 

5) Why does the Score hair cream advert provide such a good example of traditional masculinity? How can you link this to Gauntlett's discussion of whether masculinity is in crisis?

It provides a good example of traditional masculinity mainly because of the mise-en-scene in the advert. There is one strongly built man with a gun in his hands surrounded by women. 

6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?

Masculinity is not in crisis, it's just that social views are beginning to change and the pressure on men is decreasing as they are starting to be accepted for who they are and now have the freedom to express themselves which is being represented in the Maybelline ad how Manny is openly expressing his gayness.

7) 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.

Some advertisements still stick to the traditional form of representation of men. However loads are starting to get out of that and adapting to changes in the upcoming years as it is okay for men to not be like how they were expected to be a few years back.

8) 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?

Although loads of advertisements are beginning to try represent 'girl power' a lot of sexism and inequality is still present. An example would be when Shayla is playing the side role in the Maybelline ad whilst Manny is the main focus of the advert which could be to show male superiority. 

9) 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 (and our CSPs in particular) provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?

Younger generations seem to be far more relaxed about gender equality as women are starting to get treated a lot more fairly these days. They are aware of the changes and they are also a lot more carefree about what society thinks as they feel free to do whatever they wish to do. 

10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?

The CSP's show 'diversity of sexualities' as the score hair cream shows a traditional man who is built and surrounded by women whereas the 21st Century Maybelline ad is based around a gay man.

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

12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'? ("The binary division of 'male' and 'female' identities should be shattered, Butler suggested, and replaced with multiple forms of identity...")

Judith Butler suggested, and replaced with multiple forms of identity - not a new range of restrictive categories, but an abundance of modes of self-expression. 

13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayler from the Maybelline advert first become famous?)

They became famous through their audiences as they are social media influencers who first began as normal people and gained recognition through their viewers on social media promoting them rather than paid promos and known celebrities etc. 

14) 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?

Although representations of gender roles and sexism is becoming less popular due to change in society, some stereotypes still exist and male superiority still mildly exists although it it beginning to reduce. 

15) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. How do our advertising CSPs demonstrate the changing attitudes towards gender and sexuality in society?

The two CSP's are in contrast as they both have different representations to suit the time period they were made in. The main difference is male superiority, gender roles, gender fluidity etc. 

Blog task: Score advert and wider reading

Blog task: Score advert and wider reading

Media Factsheet - Score hair cream:

1.

It is particularly useful in exploring gender roles, sexuality and the advertising techniques of the 1960s.

2.

The way women were addressed changed. By 1967 it would not be uncommon to view females as both subservient to men and wearing very little clothing – as observed in the Score advert.

3.

C - the costumer of the male is very masculine, dressed as a hunter which was known to be a job for a strong man. The women around him are wearing more revealing clothes which would be for male gaze and also portray them as an object that's there for a mans satisfaction and by having loads of women around, it makes the man look more powerful and manly.

4.

The Score advert identifies the man as Propp’s ‘hero’ in this narrative. The image connotes that he is the hunter protecting his 'tribe'. The adoration of women is his reward; male dominance and could also be seen as female gaze. 

5.

In 1967, the advert was acceptable in those days as it was around the time when women were given more freedom to dress how they want to and express themselves. It was normal for women to be used as an object for men to admire and be portrayed in a certain way; also known as 'male gaze'. Whereas in 2019, it is no longer acceptable as a lot of people feel that women shouldn't be objectified in the media and be treated equally as men. 

6.

- 'Get what you've always wanted'  is a quote to attract customers as it tells them it's something that they've fancied for a long time (the hairstyle) and they can now finally get it. 

- They've included a image of the hair cream at the bottom of the poster so potential customers are aware of what the exact product is so they can go purchase it. 

7.

Van Zoonen's theory suggests that the media shows images of stereotypical women and in this case they are being portrayed as inferior to the man and they are all on his side just for sexual attraction. This reinforces societal views and reflects male dominance in society. 

8.

The preferred reading is that if you use this hair gel you'll look so good that you'd attract so many women; a confidence boost and also connotes that even if you use this you'd still be seen as a powerful man as men's grooming products weren't that popular in those days. 
The oppositional reading is that representation of women; they are represented as objects to men as there are several of them dressed seductively around one man. They are also seen as weak and inferior to men as he seems to be the hunter doing what used to be seen as a 'man's job' whilst they're on the side.

9.

The representations of sexuality that can be found in the score hair cream advert is that you're a 'real man' if you use this which may have made people think the brand is homophobic although these issues weren't as popular in those days. 

10.

The white male in the middle plays the role of the hero surrounded by women who may be the ones in danger (victims) and he comes to resolve their problem (disaster). 

Wider reading

The Drum: This Boy Can article

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

A growing global ‘boy crisis’ suggests that we could be, in fact, empowering the wrong sex. 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. 

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

Lynx was arguably reflecting a Stage 2 audience. However, Lynx now appears to be guiding its audience to Stage 3. There is another less generous way of thinking about this: it may be that "guiding" is simply a euphemism for product re-positioning, and moving from one audience to another.

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

He urges to be more revolutionary and raises awareness on issues to do with the male body as he doesn't want men to start feeling the pressure that women already do and he's also raised the issue of eating-disorders for young men. ''We’re seeing a huge rise in eating and body image disorders among young men. We can’t isolate
the cause. Advertising plays its part.'' 

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

“In the US men are running household budgets now. If brands don’t recognise this, they are going to lose out because they’re increasingly ignoring their potential biggest audience. We hear a lot about women’s voices needing to be heard, but in FMCG men are a strangely silent group.” - According to Miller

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?

Because you need to know what you're getting yourself into first as if the audience reading differs from the preferred reading, the business would have to face major issues, they need to where there's a gap so that they can fill it with the idea of masculinity and they must also plan out very well how it will attract their target market. 

Campaign: Why brands need to change

1) What are two ways advertising traditionally presented masculinity and why does the writer Joseph Gelfer suggest this needs to change?

Masculinity used to either be represented as glamorous or very hard-headed and 'manly' as there's men that are dress really professional and smartly; suited with neat hair, whereas on the other hand you have big built, 'strong' men who get down to do their job and are expected to do all the hard and dirty work. 

2) What are the five stages of masculinity?

• Stage 1: Unconscious Masculinity
• Stage 2: Conscious Masculinity
• Stage 3: Critical Masculinities
• Stage 4: Multiple Masculinities
• Stage 5: Beyond Masculinities

3) What stage of masculinity do you feel you are at in terms of your views of gender and identity? You can read more about the five stages of masculinity here.

Conscious masculinity - the awareness that there is a level of regulation that takes place around contemporary masculinity.

4) What stage of masculinity was the Score advert aiming at in 1967?

It would be stage 1 as they have adopted traditionally masculinity which would've most likely been done without realisation especially because it is an older advertisement.

5) Why are the stages of masculinity important for companies and advertisers when targeting an audience?

As if they follow traditionally masculinity in the modern age, they'll get slammed for it for stereotyping and given men more power instead of spreading equality.