The idea is that Score hair cream, will make the man wearing it, amazing. They do this by:

Language

Mise-en-scene: The Gun – symbolizes masculinity , Sitting above the fur – a man’s dominance when wearing this hair cream. The women are wearing very little clothes to suggest that the hair cream will get a man whatever he desires.

It is set in jungle (links of Postcononialism) – white man clinging on to Empire

The women are looking up to him and appreciating him to represent the attention that someone will get if they wear this product. One woman is reaching up as she really wants the man. They are also carrying the man, showing how powerful he is. The man in the ad is shown as strongly smiling as he receives attention when he wears the hair cream.

‘Get what you always wanted’ – reinforces the idea that if a man buys this hair cream, he will get whatever he wants (whether that be woman, furs or power).

This appeals to men of the 1967 as it makes them feel attractive and powerful if they use this product. This would have changed over time due to the women being objectified. It creates desire for the product as it promises and shows that it makes men get what they want because they will be more attractive.

Representation

This product would have been accepted at the time because this was before many of the Feminist movements took place (before 2nd Wave Feminism). This reflects the attitudes of the time as nowadays, an advert like this wouldn’t have taken place due to the sexist stereotypes that woman will obey every command from a man. It also shows damaging stereotypes of men as well. This is as it says that men should be masculine (the gun and fur) in order to get a woman’s attention (before the 2nd Wave Feminism)

These both were reactionary stereotypes as they followed the dominant ideology that men should be masculine while woman should be second to their husband.

Laura Mulvey – this is a clear example of the male gaze as the woman are seen in crop tops and short shorts which are for male attention so that men can buy the product.

Bel Hook – Intersectionality – It represented woman as oppressed

Jean Kilbourne – She talks about how adverts portray woman and represent woman negatively by objectifying them. She says that these images in adverts have actually got worse.

She says ‘Children growing up today are bombarded from a very early age with graphic messages about sex and sexiness in the media and popular culture’ in her book So Sexy So Soon.