score hair cream

) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?

Advertising began to incorporate large visuals and minimal copy for a dazzling, dramatic effect. Print ads took on a realistic look, relying more on photography than illustration, and TV spots gained sophistication as new editing techniques were mastered.
2) What representations of women were found in post-war British advertising campaigns?
Some representations of women were that they were objectified or portrayed as domestic servants and some adverts portrayed women as weak because of their physical inability of owning a ketchup bottle.
3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image?
The man is above all the women which implies that men are the superior gender where the women are below and submissive to the man making females appear as weak.All the women appear to be seeking to catch the males attention which indicates that women should graft and work to get a man because they are considered to be superior. The women are being sexualised in this advert due to their revealing clothing and their flaunting of their body to the man indicate that women should be objectified.


4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
The narrative of the score hair cream advert is that the man is on a higher ground than the women figuratively and literally as they look up to him as the idealised hypermasculine figure. The advert seems to be set in a jungle where there is often a threat of danger due to the wild animals and the man is the only one who seems to be witholding a gun indicating that he is the "hero" or saviour that will save the women which is quite appeasing to a 1960s audience.






5) How might an audience have responded to the advert in 1967? What about in 2019?
In 1967 ,a hyper masculine male posing as the heroine to women was idealised and favoured which is why it would've received a positive response from the audience. However on the other hand, if this advert was released in 2019 it would receive a lot of backlash due to changes in wider society such as the feminist movement. It would create a controversy because it opposes the feminist ideology that men and women are equal and that not all men have to conform to this hypermasculine ideology.

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 score cream advert incorporated portrayals of traditional beliefs and the ideology of an 'elite" gender to create humour and irony to capture the audiences attention and smooth over the sexist notion of this advert.
It also used large visuals and minimal copy to create a dramatic and dramatic effect.







7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or 
Judith Butler?
Van zoned states that women are the consumers whereas themes are the ones who actually create and invent. In the case of the score cream advert , women are present as well as men however the male is above and is posed as the main actor because men are the ones who actually sell the product to an audience.

8) How could Stuart Hall's theory of representation and David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?
Stuart halls theory states that the audience can decode media that the creator has encoded in the media text in various different ways. In the score har cream advert majority of the audience will have a preferred reading 
which will be parallel to the interpretation that he creator was trying to encode in the media text.


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 male in the score hair cream poses as quite masculine due to the incorporation of hs well built body hat indicates his great strength and his effort of impressing the females in the avert which further reinforced and glamourised the ideology of the heterosexual relationship between a male and female.



10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
Since Britain colonised most countries , its great empire put Britan at high power and above all the other countries. In the score hair cream advert, the male is posing as a powerful and superior actor which reflects Britians position in its era of colonialism.


WIDER READING


1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
We are less likely to talk about the issues that boys face on a day to day basis because they are expected to man up and take the heat because they have better opportunities , jobs ad rights which can have a huge impact on makes because their suicide rates are higher than females and nothing is being done to prevent it.

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe/Lynx brand changes from creating a quite offensive and critical imagoes men being clueless which further creates ignorance to studying men and gaining insight on the issues that men face due to oppression of society and decided to focus on the positive aspects of males ability.





3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
He states that advertisers reinvents gender stereotypes because they paint a world where men like pink and do not like going out and getting dirty which has a huge impact on males and makes them feel less for not conforming to these new reinvented gender stereotypes due to a loss sense of masculinity.



4) How have changes in family and society altered how brands are targeting their products?
Males in the US now control a budget in the household now and are seen as their biggest potential audience therefore more men are targeted to feature in adverts since it is usually females who take upon this status.

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 incorporated attractive men to convey the message that it does not matter what you want to be like and that the ideology of what a man is supposed to be is changing for the better.