End of Year 12 Assessment
Paper 1 Section A 1) Analyse the Close Study Product Score hair cream advert using narrative theory including Todorov. [9 marks] Todorov's theory of equilibrium can be applied to the Score Hair Cream advert as the advert is used a solution to the threat against men's masculinity when using grooming products. The decriminalisation of homosexuality led to men being labelled as 'queer' which was seen as a huge insult to their manhood. For a 1967 male audience the equilibrium may be that they are lacking self confidence and they need grooming products but they do not want to risk being labelled as 'queer' which would be the disequilibrium as the expectations of men then was to be strong, aggressive, not show emotions ( as that can be linked to femininity) etc and anything that challenges that would cause a disequilibrium as it would be challenging their manhood and masculinity. Therefore, the purpose of the Score Hair Cream and advert is to offer the male audien...