score csp

Question 1

backround of the score advert?

Answer 1

in 1960s, things like war race and gander had attudies changing against them, a slow period of change especially in second wave feminism,the idea of a women staying at home was being challanged.

Question 2

context of the advert?

Answer 2

The Score hair cream advert is an historical artefact from 1967.This advert needs to be examined from the context of gender roles, sexuality, post-colonialism and advertising.

Question 3

Does Score construct a narrative which appeals to its target audience?

Answer 3

yes, scores narrative is too tell the man that using their hair product wil get them all the ladies. which is shown through the man being held high up and all the women praising him.

Question 4

Would audience responses to the narrative of this advert change over time? How? Why?

Answer 4

yes the attuides towards this advert would change too this as attuides towards women and how they ae shown as the weak ones are changing and people would not like that its the man being praised and not the women as well. there is also now more accaptance in the LGBTQ community and people would also like too see more than of them.

Question 5

How does this advert create desire for the product?

Answer 5

it creates desire as it shows the desire women will have for the men if they buy this product

Question 6

What persuasive techniques are used in the advert?

Answer 6

modern and exciting language, direct adress, short and engaging sentances, repetative use of words,.

Question 7

laura mulveyhas theory?

Answer 7

Laura Mulveyhas updated her male gaze theory to include the female gaze. However, the male gaze holds sway in the context of the 1960s. Written in 1975, it holds that women are ‘passive’ objects of observations whilst males are ‘active’ observers.

Question 8

Liesbetvan Zoonen’s theory of gender?

Answer 8

gender is contructed and differs between diffrent culture,

Question 9

van zoonen theory?

Answer 9

Van Zoonen believes the media portrays images of stereotypical women and this behaviour reinforces societal views. The objectification of women is a key ingredient in a patriarchy. The mass media is an important factor in socialisationand helps to inform what it is to be a woman. Van Zoonen believes the media strategies of radical feminism are straightforward: women should create their own means of communication and try to free themselves completely. She also believes that not much has changed today despite apparent ‘advances’ in female representation. For van Zoonen, the woman’s body is still the focus of male production.

Question 10

bell hooks theory on masulinity?

Answer 10

bell hooks is a feminist who believes that women can never be equal with men, mainly because all men are not equal in the first place. In addition to this, equality among women doesn’t exist –particularly with women of colour. For bell hooks, the real battle is against patriarchal, capitalist tyrants. Women of all races and social classes would need to rise up with men of all races and social classes to change the cultural structure of power. Only then could damaging representations of women be changed.

Question 11

Erving GOFFMAN theory on male gaze.

Answer 11

1)Feminine touch
2)Lying down
3)The “bashful knee bend”
4)Tilted head or body
5)Licensed withdrawal
6)Infantilisation

Question 12

men and women, advertising often uses the following codes and conventions

Answer 12

Superiority, Domination & Body Language:Men are shown in dominant positions and appear to be reflective of thought and intelligence. Women are physically portrayed in sexual or reclining poses with blank or inviting expressions.
Dismemberment:On females, parts of the body such as legs, chest, etc., are used, rather than the full body. This is often applied to sell products which are not related to the body, such as mobile phones.
The Voice-Over Authority:In moving image advertisements, male voices are used as voice-over’s in commercials rather than females.

Question 13

five stages of masculinity ? joesph gelfer theory

Answer 13

Gelfer suggests there are five stages of masculinity –how people perceive and understand what it means to be a man.
Stage 1: “unconscious masculinity” –traditional view of men
Stage 2: “conscious masculinity” –as above but deliberate
Stage 3: “critical masculinities” –feminist; socially constructed
Stage 4: “multiple masculinities” –anyone can be anything
Stage 5: “beyond masculinities” –it doesn’t exist

Question 13

evring goffman: In the portrayal of men and women, advertising often uses the following codes and conventions?

Answer 13

Superiority, Domination & Body Language:Men are shown in dominant positions and intelligence. Women are physically portrayed in sexual inviting expressions.
Dismemberment:On females, parts of the body such as legs, chest, etc., are used, rather than the full body. This is often applied to sell products which are not related to the body, such as mobile phones.
The Voice-Over Authority:In moving image advertisements, male voices are used as voice-over’s in commercials rather than females.

Question 15

david gauntlett theory?

Answer 15

written extensively on gender and identity. He disagrees with the popular view that masculinity is ‘in crisis’: “Contemporary masculinity is often said to be ‘in crisis’; as women become increasingly assertive and successful… men are said to be anxious and confused about what their role is today.”Instead, Gauntlettsuggests that many modern representations of masculinity are “about men finding a place for themselves in the modern world.” He sees this as a positive thing.

Question 16

what is the point of the advert?

Answer 16

the point of the advert is too show people that men are the dominant people and they rule over the women. we need too listen too the men and that they are are the people who are in control of us and we ned too listen. it shows that men can pull anyone they want by just having this product. the product makes the men desireable and what all women want men too be.
the people who created this product knew that as men they would be drawn too this product because thy want the females and too feel dominant over them.