Score hair cream
1) What year was the advert produced and why is the historical context important?
The advert was produced in the 1960s and has very important historical context as it shows the different beliefs of what we have today and shows clear sexism and is a representation of how many other advertisements of this time were and what they represented.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
There is a jungle background and setting and shows the male being carried, which implies he is in a position of power and suggests that he is perhaps the predator in this situation or could even be represented as the king of the jungle. The male is fully dressed, where as the women are dressed in a very revealing way, which suggests that they are there for the male gaze and shows how men were not the ones which were objectified in this time and the female was there simply for people to look at, particularly male audiences.
3) The main slogan is: 'Get what you've always wanted'. What does this suggest to the audience and how does it reflect the social and cultural context of 1967?
The main slogan of this campaign is 'Get what you've always wanted'. This suggests to the audience that everything a male wants and should want is for women to find them attractive and are judged on how many women they can get, so much to the point that it has become a conquest for men to get women. It shows that the social interests of the 1960s were to please men and that women were possessions.
4) Why is it significant that the advert text says it is "made by men" and that it also contains "Score's famous masculine scent"?
I think that it is important that the product would have said that is was made by men, for two reasons. I think that a product which is designed for men as the main audience it may suggest that it was made by someone just like them as they would know what is good and what the flaws of the product. I think that another reason it is important is because women were not seen as intellectual or in possession of much skill. It is important that is says "Score's famous masculine scent" as most men want to be more masculine regardless of how masculine they are so it would appeal to most of their target audiences and as it uses "famous" to describe the smell of the hair cream, which even if it is not suggests that their product has always been good and is only improving but is keeping key things which their customers value and also suggests that it is something that everyone just has and needs. It also enforces the point that if anyone does not like the smell then they do not like masculinity or may even suggest that they are not masculine themselves.
5) What representation of sexuality can be found in the advert?
The representation of sexuality is very traditional and that the gender roles are very fixed in a way that men are very masculine and females are there to be looked at by the male gaze as the women are dressed in a very revealing manor and are almost worshipping the male which they are carrying and reaching for.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert reflects representations of masculinity in advertising 50 years ago as it shows him to only be wanting the female attention and to be holding onto his gun which is a phallic symbol which is meant to represent his masculinity. It also suggests that he is the king of the jungle and he is the predator as he is being carried in through the jungle with confidence. It also shows him "acquiring" women and shows it to be some sort of conquest. It implies that this is the actions and way of life of a true man and without the product you will have product inadequacy.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
I think there has been a large change in regard to representations of masculinity in advertising over the years. I think that there was a time when things such as homosexuality were extremely frowned upon, however there was not long after a sort of trend of having extremely camp, homosexual men on television, however it has now become neutral and it is not seen as a big thing and is now in fact seen as a normal thing, which shows how something which used to be seen as so unacceptable and even punishable by law not to long before this advert was made into it's own form of masculinity.
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.The reality is that men commit suicide more than women, and are more likely to drop out of education and get involved in crime, drugs and binge-drinking. Moreover, as women are increasingly empowered, many men feel increasingly dis-empowered, accentuating these social problems.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
The lynx brand has changed its marketing to present a different representation of masculinity as they unlike a lot of other brands show the stereotypical representations of males and implies that their products will attract women and suggests that this is the only thing that males wish to achieve.
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?
"As Miller says, the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalise different scenarios by largely failing to portray this new normal." and is in other words is not portraying how different every family really is and showing only a few different family stereotypes and if they would just
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?
He is trying to say that he has acknowledged what people have said about the brand and how it is not competing with the the other large brands in its category and how they have made large movements to make people much more comfortable in their own skin and fine with the way in which they look. 1) What are two ways advertising traditionally presented masculinity?
Previously, masculinity was mostly presented in one of two ways:
1) Either a glamorous James Bond-style masculinity that attracted ‘the ladies’.
2) A buffoon-style masculinity that was firmly under the wifely thumb.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
The altruistic reason is that traditional masculinity causes problems, whether it be its impact on men’s well being or on women and their equal representation in society.The self-serving reason is that masculinity is constantly shifting and brands need an equally agile response in order to engage with consumers and remain relevant and competitive. The writer says that these two are the main reasons for brands needing to change their advertising and is effectively saying that brands have both the requirement to make the world a better place when they have the influence and power to do so and by doing that and keeping up to date with recent times will only make them more popular as they will be relevant and be able to target a current audience.
3) What are the five stages of masculinity?
The Five Stages of Masculinity is a new way of thinking about masculinity: in short, it’s a map of the different ways people perceive and understand masculinity;
-Stage 1: Unconscious Masculinity
-Stage 2: Conscious Masculinity
-Stage 3: Critical Masculinity
-Stage 4: Multiple Masculinity
-Stage 5: Beyond Masculinity
4) Take the Five Stages of Masculinity Personality Inventory test to see what stage of masculinity you are at. Where did it suggest your views are currently? Do you agree with its assessment? You can read more about the five stages of masculinity here.
To be honest I believe that I am probably in between both stage 2 and stage 3, however I don't think that everyone's views can be categorised into these 5 stages, as there is a range of different views and opinions, for example I think that some people know and understand that there is some gender equality and things should perhaps change, however are not to bothered and if things were to change they wouldn't mind, however at the moment it isn't really impacting them.
5) What stage of masculinity was the Score advert aiming at in 1967?
I think that the score cream advert was aiming for stage 1 in 1967 as they wanted people to think that this inequality in the genders and how males were dominant and should be looked up to or worshipped was a thought which they thought people already had and wanted to reinforce it, because at the end of the day they are trying to sell a product to the people and wouldn't purchase it if they thought that people would oppose this thought at the time or disagree with it, as it would obviously hurt their product sales.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
The stages of masculinity are of course very important as companies can use this to chose their target audience as they will know what kind of product adverts will appeal to people and how they will respond to the products which they are advertising. It also helps companies stay updated with current trends and how their beliefs have adapted over the years so that they can adapt their adverts in such a way which will be socially acceptable at the current time and will bring them good publicity. I think it has also allowed companies to challenge social norms as they want attention from the public and media, and as it is believed that "no publicity is bad publicity", which has turned out to be very effective for certain companies.
The advert was produced in the 1960s and has very important historical context as it shows the different beliefs of what we have today and shows clear sexism and is a representation of how many other advertisements of this time were and what they represented.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
There is a jungle background and setting and shows the male being carried, which implies he is in a position of power and suggests that he is perhaps the predator in this situation or could even be represented as the king of the jungle. The male is fully dressed, where as the women are dressed in a very revealing way, which suggests that they are there for the male gaze and shows how men were not the ones which were objectified in this time and the female was there simply for people to look at, particularly male audiences.
3) The main slogan is: 'Get what you've always wanted'. What does this suggest to the audience and how does it reflect the social and cultural context of 1967?
The main slogan of this campaign is 'Get what you've always wanted'. This suggests to the audience that everything a male wants and should want is for women to find them attractive and are judged on how many women they can get, so much to the point that it has become a conquest for men to get women. It shows that the social interests of the 1960s were to please men and that women were possessions.
4) Why is it significant that the advert text says it is "made by men" and that it also contains "Score's famous masculine scent"?
I think that it is important that the product would have said that is was made by men, for two reasons. I think that a product which is designed for men as the main audience it may suggest that it was made by someone just like them as they would know what is good and what the flaws of the product. I think that another reason it is important is because women were not seen as intellectual or in possession of much skill. It is important that is says "Score's famous masculine scent" as most men want to be more masculine regardless of how masculine they are so it would appeal to most of their target audiences and as it uses "famous" to describe the smell of the hair cream, which even if it is not suggests that their product has always been good and is only improving but is keeping key things which their customers value and also suggests that it is something that everyone just has and needs. It also enforces the point that if anyone does not like the smell then they do not like masculinity or may even suggest that they are not masculine themselves.
5) What representation of sexuality can be found in the advert?
The representation of sexuality is very traditional and that the gender roles are very fixed in a way that men are very masculine and females are there to be looked at by the male gaze as the women are dressed in a very revealing manor and are almost worshipping the male which they are carrying and reaching for.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert reflects representations of masculinity in advertising 50 years ago as it shows him to only be wanting the female attention and to be holding onto his gun which is a phallic symbol which is meant to represent his masculinity. It also suggests that he is the king of the jungle and he is the predator as he is being carried in through the jungle with confidence. It also shows him "acquiring" women and shows it to be some sort of conquest. It implies that this is the actions and way of life of a true man and without the product you will have product inadequacy.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
I think there has been a large change in regard to representations of masculinity in advertising over the years. I think that there was a time when things such as homosexuality were extremely frowned upon, however there was not long after a sort of trend of having extremely camp, homosexual men on television, however it has now become neutral and it is not seen as a big thing and is now in fact seen as a normal thing, which shows how something which used to be seen as so unacceptable and even punishable by law not to long before this advert was made into it's own form of masculinity.
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.The reality is that men commit suicide more than women, and are more likely to drop out of education and get involved in crime, drugs and binge-drinking. Moreover, as women are increasingly empowered, many men feel increasingly dis-empowered, accentuating these social problems.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
The lynx brand has changed its marketing to present a different representation of masculinity as they unlike a lot of other brands show the stereotypical representations of males and implies that their products will attract women and suggests that this is the only thing that males wish to achieve.
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?
"As Miller says, the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalise different scenarios by largely failing to portray this new normal." and is in other words is not portraying how different every family really is and showing only a few different family stereotypes and if they would just
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?
He is trying to say that he has acknowledged what people have said about the brand and how it is not competing with the the other large brands in its category and how they have made large movements to make people much more comfortable in their own skin and fine with the way in which they look. 1) What are two ways advertising traditionally presented masculinity?
Previously, masculinity was mostly presented in one of two ways:
1) Either a glamorous James Bond-style masculinity that attracted ‘the ladies’.
2) A buffoon-style masculinity that was firmly under the wifely thumb.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
The altruistic reason is that traditional masculinity causes problems, whether it be its impact on men’s well being or on women and their equal representation in society.The self-serving reason is that masculinity is constantly shifting and brands need an equally agile response in order to engage with consumers and remain relevant and competitive. The writer says that these two are the main reasons for brands needing to change their advertising and is effectively saying that brands have both the requirement to make the world a better place when they have the influence and power to do so and by doing that and keeping up to date with recent times will only make them more popular as they will be relevant and be able to target a current audience.
3) What are the five stages of masculinity?
The Five Stages of Masculinity is a new way of thinking about masculinity: in short, it’s a map of the different ways people perceive and understand masculinity;
-Stage 1: Unconscious Masculinity
-Stage 2: Conscious Masculinity
-Stage 3: Critical Masculinity
-Stage 4: Multiple Masculinity
-Stage 5: Beyond Masculinity
4) Take the Five Stages of Masculinity Personality Inventory test to see what stage of masculinity you are at. Where did it suggest your views are currently? Do you agree with its assessment? You can read more about the five stages of masculinity here.
To be honest I believe that I am probably in between both stage 2 and stage 3, however I don't think that everyone's views can be categorised into these 5 stages, as there is a range of different views and opinions, for example I think that some people know and understand that there is some gender equality and things should perhaps change, however are not to bothered and if things were to change they wouldn't mind, however at the moment it isn't really impacting them.
5) What stage of masculinity was the Score advert aiming at in 1967?
I think that the score cream advert was aiming for stage 1 in 1967 as they wanted people to think that this inequality in the genders and how males were dominant and should be looked up to or worshipped was a thought which they thought people already had and wanted to reinforce it, because at the end of the day they are trying to sell a product to the people and wouldn't purchase it if they thought that people would oppose this thought at the time or disagree with it, as it would obviously hurt their product sales.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
The stages of masculinity are of course very important as companies can use this to chose their target audience as they will know what kind of product adverts will appeal to people and how they will respond to the products which they are advertising. It also helps companies stay updated with current trends and how their beliefs have adapted over the years so that they can adapt their adverts in such a way which will be socially acceptable at the current time and will bring them good publicity. I think it has also allowed companies to challenge social norms as they want attention from the public and media, and as it is believed that "no publicity is bad publicity", which has turned out to be very effective for certain companies.
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