Question: Judith Butler describes gender as “an identity instituted through a stylized repetition of box
acts”. In other words it is something learnt through repeated performance.
How useful is this idea in understanding how gender is represented in marketing and
advertising products? Refer in detail to the Close Study Products Maybelline ‘That Boss
Life part 1’ and the Score hair cream advert.

Score and Maybelline offer an insight into how representation of gender has changed over time, Score being made in the 60’s and Maybelline reflecting the contemporary media landscape of 2017. Judith Butler’s statement “an identity instituted through stylized repetition of box acts” can be seen to be useful in reference to Score and Maybelline, Score offering a reactionary view of masculinity referring to the patriarchal society at the time – Score also displays a sense of cultural imperialism which may provide a sense of double consciousness to the diaspora of African-Americans. On the other hand Maybelline exhibits common conventions of the contemporary media landscape in regards to advertising, this can be seen by using Pierce’s idea of myth, Maybelline uses the myth of gold to create imagery of wealth and status which in turn conveys a sense of desire to the audience. The myth of gold is repeated in the industry as it is seen to “minimise risk while maximising sales” (Cultural Industries, David Hesmondalgh). Maybelline reflects the current state of the industry by also having radical and modern representations of masculinity with use of popular social media influencer Manny Gutierrez, which further universalises the target audience as the market and audience for the product has been seen to become more diverse in terms of gender.