Score advert
Blog task: Score advert
Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising.
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?
The 1960s ushered in an age of new and pioneering advertising techniques. According to AdAge (adage.com), advertising agencies in the 1960s relied less on market research and leaned more toward creative instinct in planning their campaigns.
Idea that a woman’s place was in the home. Ironically, during the Second World War, propaganda posters had convinced women that their place was on farms and in factories while the men were away fighting. 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.
That the costume for the girls were very revealing where as the male was also placed in the centre to show he was more superior than the others,the females were changed and comply covered in make up.they were below the male to show they were not in control and that the male had more owner.
4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
The Score advert identifies the man as Propp’s ‘hero’ in this narrative. The image infers that he is ‘exulted’ as the hunter-protector of his ‘tribe’.
In 1967 this advert would have been accepted and normalised,as then mae had more authority and power than females and the gender roles were not equal,however now it will be shocing if any one creates an advert as such as it,this is because the gender stereotypes have changed a little and the society wouldn't be happy with such an advert.
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 name of the product means succes which will suggest to men that by buying the product they will gain more attention and win.
7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?
Both the male and the females in the Score advert are performing the roles of the (masculine) man and the (feminine) woman in accordance with their biological sex. The advert also serves to reinforce the binary opposite gender roles ascribed by society.
8) How could David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?
The male is represented as a dominant macho-man while the women are head-over-heels for him and sexualised.
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)?
This advert was published at the decriminalsation time when you were not alowed to be a homosexual and these adverts made sure you were hetrosexual.
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.
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