Score Hair Cream:

Stereotype/Male Gaze: The stereotypical dominant man who conquers the passive and submissive woman. This is displayed by the woman holding the male on a pedestal wearing skimpy clothing for the males liking.
The male gaze can be supported by the Connoted glamour on the women’s body, tanned skin, luscious hair and short tied shirts across their chest which would barely be allowed by the advert regulators in the 1960s.

Hesmondhalgh, Company profit: Three women look up to the man in complete awe of him and his presence, in fact one of the 3 is quite literally trying to reach up and grab him, almost signifying she’s reaching higher above for something she years. The other 2 woman look at the consumer, as if to suggest, you too could have this power and dominance over woman if you buy and use the hair cream.

Valdimir Propp, Stock Characters: The “Hero” character can be seen within the ad through its props, costume and set. The jungle themes clothing like green cargos, skimpy tops to “cool off” and bushes in the foreground suggest the male has gone on a quest to find and save the girls with his amazing hair and shaven face. This is shown by how the male is represented above all the women literally but also being held as if he is a saviour.

Judith Butler, Gender Performance:
Judith Butler states that your genders stereotype is decided by a repitition of acts by that gender, in this case the typical acts are being represented through the idolised view of males from the female side of things, whereas on the male side of things they are typically being dominant and held high in society.

Maybelline:

Hesmondhalgh, Company Profit/Risk: Manny was the first male to become an ambassador for Maybelline, this advertisement shift allows a wider range of audience to be interested, engaging more sales.

David Gauntlett, Fluidity of Identity, Countertypes: Fluidity of identity is said to “Break down binary gender definitions”, the typical “housewife” female representation is broken in “That Boss Life” due to the woman being represented with gold clothes, eyeliner and gold jewellery, not to mention the title “that boss life” implying that the actors are in complete control of their lives, being the “boss” of them. Gold being a rare and expensive metal, signifies that the woman is rare and worth time as she is precious. This is a countertype.

Opposition of Judith Butlers, Gender Performance:

This text might help the audience to rethink their views on masculinity. This is re-enforced by how Manny (A male youtuber) has facial hair and identifies as a man, wears mascara in the advert and poses femininely.