Score hair cream CSP

Question 1

When did the advert take place and what was society like in this time period?

Answer 1

1967- period of slow transitions in western culture and change of attitudes , patriarchy
1967- contraceptive pill
1967- decriminalisation of abortion

Question 2

MISE EN SCENE

Answer 2

Costumes + makeup: camping style gear, women in short impractical clothing
Man wearing suitable jungle clothes
Women heavy and smoky makeup= seductive, reinforcing male gaze
Clothing suggests only there for decoration and to be looked at by males
Not placed in a role where they have any sort of meaning

Question 3

SETTING

Answer 3

Jungle, represent British colonial values and british empire falling apart 1976
Reassure public britain has power
Jungle is dangerous = tough male character (extreme heterosexuality)

Question 4

PROPS

Answer 4

Gun creates traditional view of men ( strong, brave, protective)
Makes him appear dominant
Symbol that hair cream will give target audience women and pleasure
Pedestal= man is carried by women; alludes to the fact that men are above women in society and should be served woman.

Question 5

PLACEMENT

Answer 5

5 women, 1 man, attracts male audience

Model on left looking directly into camera; direct address suggests ‘this could be you’

Question 6

SLOGAN

Answer 6

‘Get what you’ve always wanted’
Create enigma
Men took pride in being surrounded by women
Using hair cream will result in women becoming extremely attracted to you

Question 7

PROPP NARRATIVE

Answer 7

Man= hero. Perfect hair, tan, smile. Women = princesses, hair cream heroes will be rewarded with being surrounded by women.

Question 8

HALL RECEPTION THEORY

Answer 8

Audience positioning: preferred reading- male audience admire man, negotiated reading- female audience buy for husband (elevate him), oppositional reading - sexist.

Question 9

BUTLER

Answer 9

Judith Butler asserts that gender is not biologically determined but rather socially determined; learned through society. She believes that gender is a performance. Both the male and the female in the Score advert are performing the roles of the (masculine) man and the (feminine) woman in accordance with their biological sex. The advert also serves to reinforce the binary opposite gender roles ascribed by society.