Advertising: Score hair cream CSP
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?
In the 1960s, agencies relied more on creative instinct and were less reliant on market research.
2) What representations of women were found in post-war British advertising campaigns?
Women were represented as housewives or mothers.
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.
The costumes worn by the women is revealing and sexualised, reflecting the gender norms of the time, where women were frequently portrayed as objects for male pleasure. This aligns with Laura Mulvey’s 'male gaze' theory, suggesting that women in the advert are positioned to be looked at and sexualised. Liesbet van Zoonen’s theory also applies here, as the advert shows how the media enforces the objectification of women.
5) How might an audience have responded to the advert in 1967? What about in the 2020s?
The audience in 1867 would likely have a preferred reading of this advert, believing that the hair cream used by men attracted women who are mere objects. However, the audience of 2020 may have more of an oppositional reading as they may understand that the adverts' representations are wrong.
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" consists of direct address and highlights that if men use this cream, they will attract women, and they can show off their masculinity.
7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?
bell hooks – This advert could be seen as a way for men to push back against third-wave feminism, trying to bring back old-fashioned ideas about men being in control.
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)?
The advert reflects how men are surrounded by women and that is the norm as that is what men have always wanted.
10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
Shown through the setting of the jungle and costumes/props
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'"?
The writer suggests that we should be empowering men.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
lynx figured that men don't want to follow the old ideas of masculinity and they want a flexible identity. This led to "find your magic" campaign.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
4) How have changes in family and society altered how brands are targeting their products?
Brands now value consumer preference and take in consideration the lifestyle of consumers, moving away from traditional aspect
2) What representations of women were found in post-war British advertising campaigns?
Women were represented as housewives or mothers.
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.
The costumes worn by the women is revealing and sexualised, reflecting the gender norms of the time, where women were frequently portrayed as objects for male pleasure. This aligns with Laura Mulvey’s 'male gaze' theory, suggesting that women in the advert are positioned to be looked at and sexualised. Liesbet van Zoonen’s theory also applies here, as the advert shows how the media enforces the objectification of women.
The jungle setting further reflects dominance, linking to the colonial past.
Placement of actors also signifies the insignificance of women compared to the central position of the man. These women seem passive as they all are looking at him as if their duty is to serve him.
4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
Propps character theory can be seen here as the man is represented as a hero (his placement in the advert) and his reward is being served by the women around him.
Propps character theory can be seen here as the man is represented as a hero (his placement in the advert) and his reward is being served by the women around him.
5) How might an audience have responded to the advert in 1967? What about in the 2020s?
The audience in 1867 would likely have a preferred reading of this advert, believing that the hair cream used by men attracted women who are mere objects. However, the audience of 2020 may have more of an oppositional reading as they may understand that the adverts' representations are wrong.
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" consists of direct address and highlights that if men use this cream, they will attract women, and they can show off their masculinity.
7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?
bell hooks – This advert could be seen as a way for men to push back against third-wave feminism, trying to bring back old-fashioned ideas about men being in control.
Judith Butler – Butler believed gender is something people perform. In the advert, men and women are shown very differently—men as strong and powerful, and women as passive and there to please—showing how gender roles are learned, not natural.
Van Zoonen – The women in the advert are shown as objects and seen as less important than the man. Their body language and revealing outfits show they are there to be looked at by men, which links to Mulvey’s male gaze theory. The women also all match Western beauty standards.
8) How could David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?
It shows masculinity is evolving and its not in crisis of any sort.
It shows masculinity is evolving and its not in crisis of any sort.
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)?
The advert reflects how men are surrounded by women and that is the norm as that is what men have always wanted.
10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
Shown through the setting of the jungle and costumes/props
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'"?
The writer suggests that we should be empowering men.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
lynx figured that men don't want to follow the old ideas of masculinity and they want a flexible identity. This led to "find your magic" campaign.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
he claims advertisement has to be revolutionary when it comes to images of men. This is because body image insecurities are increasing in young men.
4) How have changes in family and society altered how brands are targeting their products?
Brands now value consumer preference and take in consideration the lifestyle of consumers, moving away from traditional aspect
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