Judith Butler – describes gender as “an identity instituted through a stylized repetition of acts”. In other words, it is something learnt through repeated performance.

Judith creates the idea that there aren’t specific aspects or qualities that make you gender specific, but that gender is only a title . You can choose and change your gender, and that whatever you do will not change who you are and who you identify yourself as. Judith Butler writes to identify and break gender stereotypes such as football being a male sport and/or makeup being feminine.

Score – advertises the idea that if you use this hair cream you will “get what you’ve always wanted” and your attractiveness will increase. additionally it exemplifies the hair cream is a product for males and that men should be buying it. Controversially, the women seen in the alert are young and slim, wearing proposed sexualised outfits that reinforcing the idea of Laura Mulvey’s ‘male gaze’. As the advert was curated during the time of the discrimination against homosexuality, the idea of the male only attracting females by ‘using the hair cream’ would have been the only accepted result. Score is seen to focus in on the ideology of men being the dominant gender and women being the inferior. This links back to Judith Butlers notes on the representation of gender in society and the characteristics of gender as the sense of dominance and power from the male gender is clearly represented in this advert.

Maybelline – Maybelline challenges the representation of gender and goes against the stereotypes of makeup being for women alone. Manny MUA, a male is seen to be using the product, allowing for the generalisation of males enjoying makeup, to be apparent. It is counter-typical to the ‘ideal’ model who would be used in a cosmetic advert as make-up is considered typically feminine. It can be noted as a radical representation of gender and masculinity and connotates to Judith Butler’s theory of gender being ‘performative‘.