Advertising: Score hair cream

Score hair cream


1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?

 Advertising agencies in the 1960s relied less on market research and leaned more towards creative instincts.

2) What representations of women were found in post-war British advertising campaigns?

In post-war advertising campaigns reinforced the idea that a woman's place was in the house which was ironic since during the war propoganda posters convinced women that there place was on farms and factories while men were fighting in war.

3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image? 

The image is of a man being carried by provocatively dressed women . The man is dressed as a hunter which has connotations to strength and power which are associated with the idea of men. The fact that the men is surrounded by women suggests that the advert is convincing the audience that the product will attract women and make them 'manly'.

4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?

In terms of narrative, the advert identifies the man as Propp's 'hero' as he is dressed as hunter which suggests he is also the protector.

5) How might an audience have responded to the advert in 1967? What about in 2019?

The 1967 male audience might see the advert as humorous but it might appeal to them as they would not challenge the underlying ideology. Whereas a 2019 audience might be offended by this advert due to its sexist narrative and would be more likely to challenge it.

6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience?

The slogan used reinforces the ideas of gender and masculinity as this is paired with the image of the man surrounded by provocatively dressed women that desire him. This sends a message to the audience that this product will also help them fulfil their desires.

7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?

You can apply van Zoonen's theory to this advert as the women in the image are given secondary roles (physically beneath the man). Additionally,the women here are being objectified as they are wearing provactive clothing to appeal to men's desires.The women are also framed differently to the man as they are beneath him yet are framed to emphasise their appearance and sexuality.They are also presented to reinforce the western beauty ideals as they are all young,slim and white.

8) How could Stuart Hall's theory of representation and David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?

Gauntlett's theory can be applied to this advert by saying masculinity is not in crisis as it reinforces the typical ideologies of gender that men should be powerful and have authority etc.

9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)?

The decriminalisation of homosexuality led to men being labelled as 'queer' which was seen as a huge insult to their manhood. As a result, adverts on mens grooming employed images of 'real men' like football players to sell their products and the slogan reinforces typical ideologies associated with men.

10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
The score advert reflects Britain's colonial past and can be linked with social and historical context. In hollywood film the white male plays the role of the hero which can be seen here as the man in the image is wearing hunting clothes and carrying a weapon which makes him seem like the protector and saviour.  
The Drum: This Boy Can article

1) Why does the writer suggest that we may face a "growing 'boy crisis'"? 

The writer suggests that there is an unconscious bias that males should 'man up' and deal with their problems.However, the reality is that men are more likely to commit suicide and to drop out of education and get involved in crime,drugs and binge-drinking.

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?

The Axe/Lynx brand undertook a project to redefine/create a more diverse definition of what it means to be a 'successful' man. This helps change the representation of masculinity as it will be less restricted to one definition of masculinity.

3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?

Brockway suggests that in order to prevent a 'full blown crisis of self worth' advertisers need to reinvent gender constructs and the expectations of masculinity.

4) How have changes in family and society altered how brands are targeting their products?

Brands have to recognise that men are now running household budgets or they'll lose out on a large audience.
therefore brands have to appeal to men.

5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity?

Once they set the platform and have an audience they can show their point of view and break the expectations of masculinity and promote being yourself.