Mise-en-scene analysis: In this picture, the makers have used the strapline ‘Get what you’ve always wanted’ as it’s short and memorable. The makers of the advert have also used this to position their audience to think that they’ve always wanted the hair product but it’s also a metaphor for the audience always wanting women and getting them. The male is showing dominance as he is representing ‘The King of The Jungle’ and he is being carried by all the women who represents it’s prey.

Semiotics: what signs are being used and how are they being used?

Representational Analysis: How are groups individuals and ideas represented remember that these are socially and historically relative, BUT they do incorporate viewpoints and ideologies which need to interrogated. So think about the decisions and choices that have been made about how to represent social groups

Similarly, feminist critical thought became much more prominent and pronounced during the counter cultural movements of the late 1960’s and early 1970’s, which heralded, among other changes a greater acceptance of birth control and divorce, abortion and homosexuality.

There was also the abolition of hanging and theatre censorship, and the Obscene Publications Act (1959) which led to the Chatterly trial. Nevertheless, as Johnathon Dollimore wrote: ‘all this should not be seen as a straightforward displacement of dominant conservative attitudes‘ (1983:59).

However, the Score advert was produced in the year of decriminilasiation of homosexuality and as such, the representation of heterosexuality could be read as signaling more anxiety than might first appear.

The advert was made in 1967, it can be examined productively by considering its historical, social and cultural contexts. Score heavily relates to gender roles, sexuality and the historical context of advertising techniques. 1967 can be seen as a period of slow transformation in western cultures with legislation about and changing attitudes to the role of women – and men – in society, something that the advert can be seen to negotiate.

The advert makes men think that if they use score, women will instantly be attracted to them and they will become the superior, alpha male.

Women didn’t have the rights that they do now when this advert was made and they were often objectified be men and were and are often stereotyped.