Score – pre-1970

Denotations:

• male surrounded by group of females
• phrase ‘get what you’ve always wanted’ in the top corner
• females wearing small amounts of clothing
• male is fully clothes and holding a weapon
• the models are in a jungle setting
• five females are carrying one male on a seat through a jungle

Connotations:

• the phrase suggests that the product being advertised has allowed the male in the image to ‘get’ the females that are surrounding him
• the male model holding a weapon suggests an enhanced image of masculinity and that the product being advertised may help male consumers obtain the same image
• the female models i the image are wearing clothing that shows their midriffs and their legs this suggests that the advert is alluding to the male gaze
• the male is surrounded by a group of ‘attractive’ females which suggests that if using the hair product being advertised you will become more desirable to the opposite gender

Key quotes:

• get what you’ve always wanted
• Score’s famous masculine scent
• if you haven’t been getting all you want from a liquid hair groom, get new Score Liquid
• made by the men

Evaluation:

this advert is attempting to appeal to the male gaze and the gender stereotypes of masculinity in order to sell a hair cream product. the product is described as ‘Score’s famous masculine scent’ this suggests to the consumer that the product helps to enhance a males masculinity. from the image the advert also suggest to the consumer that the product will make you more desirable to females as the male model in the image has used the product and ended up with a group of females in ‘the middle of a jungle’ fawning over him, attempting to reach out to him and touch him and carrying him. it also suggests and enhancement of masculinity through the image of the male model carrying a dangerous weapon. the theory of the male gaze is used in the advert as the producer has specifically chosen stereo-typically attractive females in shot skirts and cropped tops to be at the front of the image, this is what they are using to draw the consumer into the advert in the first place. they have created a narrative in the advert though different components of the advert, the phrase in the top right corner suggests the narrative that it is the hair cream that could land you in different situations and getting what you want and for the male model in the advert it suggests that he wants a group of females to be in admiration of him and attracted to him. the advert attempts to persuade the consumer that by using Scores product not only will you get the desired hair style that you have been wanting but also will be open to new opportunities in getting other things you want in life. the advert states “if you haven’t been getting all you want from a liquid hair groom, get new Score Liquid”

Theories to link:

• Edward said – Orientalism
• Laura Mulvey – male gaze – 2nd wave feminism (60’s/70’s)