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

How useful is this idea in understanding gender is represented in both the Score and Maybelline advertising campaigns?

I would suggest Gender as Performance by Butler. In many ways Judith Butler counterpoints earlier ideas of gender representation, for example, some of the ideas presented by Laura Mulvey seem to suggest that gender is fixed – male/female. Butler suggests that gender is fluid, changeable, plural a set of categories to be played out and performed by individual subjects in individual moments in time and space. 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. She states, ‘Our bodies or sex do not define our gendered identities.’ – Meaning your identity is defiant of your gender, not your outward appearance or DNA. And additionally that ‘Our gendered identities are not naturally given, but constructed through repetition and ritual.’ – meaning the way we construct ourselves by gender, is only the persona that society wish to see. From the moment a child is born and its gender is announced, a persona of how that child should perform is apparent. When instead that child should be able to present themselves in a way they choose to, not the way the media has influenced them to do so.

The advert Score, created in 1967, advertises the idea that if you use this hair cream you will “get what you’ve always wanted”, and your attractiveness will increase. 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. Furthermore, 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. It can be viewed that the woman are parading the male protagonist through the ‘jungle’ (the set of which can be presumed that they are in). This advert is presenting males being superior to females , something Judith Butler argues and frowns upon. Judith statement ‘Our gendered identities are not naturally given but constructed through repetition and ritual.’ relates to Score as at the time of the Score creation, society would have wished to see this style of advertisement; patriarchal and contentious.

Moreover, the advert, Big shot created by Maybelline in 2020, challenges the representation of gender, and goes against the stereotypes of makeup being for women alone. Maybelline’s collection ‘That Bold Life’ features the advertisement of their new ‘Big Shot Mascara’. Maybelline’s first-ever partnership with a male as the star of a campaign, sparked interest and applause, due to the stereotypes of a typical female being the star, being cast aside. Manny Gutierrez, makeup guru and icon, has following of over 4million. Manny MUA, of whom identifies as male is seen to be using the product. This allows 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 those who use and wear make-up are considered typically feminine. It can be noted as a radical representation of gender and masculinity, and additionally connotates to Judith Butler’s theory of gender being ‘performative‘. With a large company such as Maybelline, highlighting a male star for the advertisement, other companies could potentially be influenced to collaborate with this diversity. Manny wrote “Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel”, in his YouTube profile. The public opinion and cliché ideas following who can represent a brand is the only thing stopping more people like Manny to have their debut of talent shown off. Despite this, the backlash of which could come with casting a male makeup representative, should be ignored and those who do objectify should be educated on the importance of equality. Manny also stated he was “Thrilled to be able to work with a global brand like Maybelline that is recognizing male influencer talent and is willing to shine a spotlight on it.” Manny’s supporters praise his work and are sure to be a suspected target audience of Maybelline’s new product. Contrasting with this, Score’s era of creation would have highly dismissed an obvious homosexual man being featured in an advertisement. This demonstrates how society has developed overtime but also that more, and more people voicing their opinions on the ‘cancel’ and dismissive culture. This has allowed for acceptance to be apparent within society.

In conclusion, both CSP’s display gender and sexuality stereotypes as well as linking to Butler’s theory and representing gender as an identity. Both Butler’s scriptures and the representations of the adverts demonstrate the development of acceptance within advertising and media. With Judith emphasizing that society is the only force labelling gender stereotypes upon people, those who wish to display themselves; not by their gender, can feel empowered to perform the way they wish to, not how they are told to.