Score - Advertising

Question 1

What was Score promoting?

Answer 1

Score Hair Cream

Question 2

When was the Score advert Released?

Answer 2

1967

Question 3

How does score align with advertising techniques of the 1960’s?

Answer 3

Has large visuals, relying on photography more than illustration giving it realism

Question 4

How does score align with gender roles in 1960’s?

Answer 4

The men is seen as more powerful being held up and put on a leverage in comparison to the women holding him up.

Question 5

How does score align with Barthes semiotic codes? (Media Language)

Answer 5

Proairetic code - the women are trying to carry him to a prize or reward
Cultural codes - much of the visuals iconography (costumes and props) reference jungle exploration and adventure film sets
Semantic codes - The man being worshipped as a provider for his tribe could signify a more general scenario in which men are rewarded with sexual gratification for being well groomed
Symbolic codes - Binary opposites are established between strong male and objectified females, who enable his dominance

Question 6

How does Score align with bell hooks Feminist theory? (Media representation)

Answer 6

The depiction of femininity is Eurocentric - leaning more towards a European appearance.

Question 7

How does score align with Gilroy’ postcolonial theory? (Media representation)

Answer 7

Gilroy argues that long after the colonial actions of the British empire, racist attitudes are still perpetuated through cultural products - in score adverts, the white male is still presented as the heroic saviour of western values through his masculine pose and rifle

Question 8

How does score align with Van zoonen’ that women’s bodies are spectacles? (Media representation)

Answer 8

The women in the advert are being sexualised through there appearance , poses and revealing clothing to appeal to male audiences and aligns with the social and hegemonic attitudes towards women in the 1960’s

Question 9

Baby Boom

Answer 9

1950 there was a huge economic influx leading to a baby boom, during the 1960’s the people born in the baby boom where becoming adults in the 1960’s and changed the materialistic ways of the generation before.

Question 10

Womens rights

Answer 10

The ad was released in the early years of the womens liberation movement .