Advertising - Score Hair Cream Flashcards
What year was the Score advert released?
1967
The ad was released in 1967.
Why is this significant?
Same year as the decriminalisation of homosexuality and three years before the Equal Pay Act in 1970 - traditional masculinity and distinctive gender roles were being threatened.
What can the reference to colonialist values be linked to?
Social and cultural contexts of the ending of Empire.
Mise-en-scene - how is costume, make-up & placement of models constructed to show male dominance?
Positioning - gun suggests he’s asserting his dominance & he looks proud of himself, the women fanning over him implies he’s been recently successful his ‘masculine’ activity.
What message does the mise-en-scene give the audience?
The product allows you to assert dominance over women, something that many men - particularly in the context of this time - felt pressure or wanted to do.
What is the main slogan?
‘Get what you’ve always wanted’
What does the slogan ‘Get what you’ve always wanted’ suggest to the audience and how does it reflect the context of the 1967?
The expectation was for men to assert dominance over women.
Traditional masculinity was ‘threatened’ through new acts at the time. Through using Score hair cream, men can remain dominant and masculine.
Why is it significant that the advert says ‘made by men’ and contains ‘Score’s famous masculine scent’?
(3)
Suggests the producers are experts.
The ‘famous’ scent suggests it’s successful in attracting women & providing those around you with a certain message.
At the time, homophobia was common & gay men were stereotyped as feminine, so it’s a subtle way for men to assure those around them of their heterosexuality.
What representation of sexuality can be found in the advert?
Man is fully clothed and the women are sexualised through their clothing.
Enforces male gaze; women are only there for men and not taken seriously.
In order to be ‘successful’ in presenting yourself as a man, you must be part of his desire (shown via non-verbal codes).
What representations of masculinity 50 years ago does the advert reflect?
To be considered ‘manly’, you must dress and behave a certain way that attracts women and allows you to assert dominance.
Why may society be facing a ‘growing boy crisis’?
People don’t care to take the time to empower men and they assume they already feel empowered.
