Media P1 CSP - Score Flashcards
When was the advert created?
The score advert poster was created in the 1960s
Why did the poster include large amounts of text?
The advert is reflective of 60s adverts at the time due to the amount of text on the advert.
Producers needed to give their audiences lots of info about a product
Why does the poster repeat the brands name and images?
The images of the product range, along with the repeated use of the brand name, helps audiences to remember it and creates brand identity
What is the clear narrative created from the poster?
There is a clear narrative created in the poser; if you buy their product, you get the girls
What are some of the repeated words used in the text and what do they show?
‘you’ - direct address, is engaging and persuasive
‘New’ - makes the product seem modern and exciting which appeals to people
‘famous’ - makes the product seem well known and successful
What is the slogan used on the poster?
The text ‘get what youve always wanted’ is persuasive as it suggests that this product will fulfi desires, and plays on the suggestion that a male user will get adoration from women
What does the brand name ‘score’ show?
The brand name ‘score’ connotes winning, success, and being number 1.
It also acts as a play to suggest success with women will come from shopping with the brand
Why is the man positioned at the centre top of the advert?
The man is positioned in the centre top of the advert, signifying he is dominant and important - very traditional representation of men in the 60s
Why are the women reaching for the man?
The man being carried up high and the women reaching out to try and touch him makes him seem God-like and idolised
What does the watch the mans wearing connote?
The watch connotes wealth and success, and teh gun signifies he is a strong heroic man. All are representations of masculinity
Why are the women wearing revealing clothing?
The womens revealing clothing sexualises and objectifies them for a male audience.
The sexualisation of women in the media was common in the 60s
What does the lack of ethnic diversity show in the advert?
The lack of ethnic diversity in the advert may refelct the attitudes towards beauty at the time, with many media products at the time failing to include ethnic minority models
What does the man being armed show?
The man being armed may reflect the post war period where men who has fought in the recent wars were glorified as heroes, and women were excluded from front line roles
What is signifiant about the tropical setting?
The lush plants make the setting seem tropical which adds a fantasy, escapist, and adventorous feel to the brand. Particularly in an era where many people had never travelled abroad
What does the man with a gun in the tropical setting show?
The representation of a white man with a gun amongst an exotic setting creates a post colonialist view of britain.
This reflects the fact that britain used to colonie other countries using the military
How may women have felt towards the advert?
There were women who were starting to become feminists in the 60s and they may have been frustrated by the patriarchal messages in the advert.
How can barthes theory apply to score?
The text based sign ‘get what youve always wanted’ is persuasive as it suggests that the product will fulful your desires, and plays on the suggestion that a male user will get adoration from women
How can Neales theory apply to score?
The poster is reflective of 60s adverts at the time due to the amount of text on the advert.
Producers needed to give their audience lots of info about a product
How can strauss’ theory apply to score?
Binary opposition between the representations of women and men in the advert which reinforces male dominance and satisfies their male target audience
How can halls representation theory apply to score?
The man is positioned in the centre top of the advert, signifying he is dominant and important which was a very traditional representation of men in the 60s
How can gauntletts theory apply to score?
The representation of the man may lead to audiences aspiring to purchase the product and become more masculine, therefore becoming a part of their identity
How can gilroys theory apply to score?
The representation of a white man with a gun amongst an exotic setting creates a post colonialist view of britain, reflecting the fact that britain used to colonise countries using the military
How can van zoonens theory apply to score?
The man is presented in an active position and the women are in submissive positions
How can mulveys theory apply to score?
The womens revealing clothing sexualises and objectifies them for a male audience, this sexualisation of women in the media was comon in 60s
How can butlers theory apply to score?
The male audience may construct their masculine gender due to the performed act of using the hair cream due to the representations in the poster
How can hooks theory apply to score?
The advert likely appeals to an upper social class who has money to spend on their appearance
How can halls reception theory apply to score?
The encoded message of ‘you’ is engaging and persuasive to make the aduience believe the product is made for them
How can banduras theory apply to score?
The hyper masculinity presented in the poster could influence the way the male audience acts after purchasing the product
How can gerbners theory apply to score?
The poster could reinforce ideas around gender and diversity since it follows stereotypes around these topics
How can hesmondhalghs theory apply to score?
The poster is minimising risk and maximising profit since they are following gender and race conventions to sell their product
How can curran and seatons theory apply to score?
They are driven by profit since they stick to conventions around masculinity to sell their product
