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.