score hair cream Flashcards
when was the score advert published?
1967
comment on the semiotics of the poster in reference to gender
- man at top of composition (above women)
- being carried = god-like superiority
- women look at man = worship and masculine control
- woman at the front looks at the viewer ‘you to could have this power’
comment on Laura Mulvey’s theory in relation to the advert
- the advert is angled to the male gaze with revealing costumes for the women (as much as permitted by 60s regulations)
- black eyeliner and voluminous hair connote glamour, further commodifying the women
apply Propp’s character types to the poster
- man = hero (celebrated by women and stereotypical male hero look)
- women = princesses (prizes)
how can you apply Toderovs framework to score?
the poster shows a new equilibrium where ambitions are filled
comment on the mise en scene
- background in exotic setting, makes seem more exciting
- animal print fabric makes area seem dangerous (wild animals) making ‘hero’ seem brave
what kind of advertising is the score poster
direct advertising
what is the AIDA framework?
describes the process of a consumer before buying a product : attention, interest, desire, action
apply the AIDA framework to score
A - direct address of the man in an appealing scene
I - anchorage outlines benefits eg. “great grooming action” “greaseless look” “masculine scent”
D - strapline “get what you’ve always wanted”
A - consumer will purchase product
apply Van Zoonen to score
men = active
- hero with gun shows combative
women = passive
- there for show (costumes reflecting Raquel Welch in 1 million years bc)
apply Stuart Halls reading to score
preferred - admire the man and want to purchase product
negotiated - women buying for husbands? (heighten husband, not demean woman)
oppositional - rejection due to sexist representations
what was David Gauntlett’s theory of representation and how is it applicable to score
representations are fluid and can change over time, those in media from the 60s would not be received in the same way now
apply Judith Buttler
score shows a very hegemonic, binary representation of gender
comment on race within the advert
- no BIPOC cast
- white explorers ‘conquering’ the wild jungle
