Textual analysis- looks like a safari theme in Africa. With the man being help up by a leopard print platform showing he is the most important. There is a background of trees but looks very old fashioned and not edited good because it is just a white background. The strap line is quite small and the copy box is very long and repetitive also a bit confusing as it is advertising 3 products.
Semiotics- indexical sign that all the women (excluding front left) are admiring the man due to their facial reactions and body language and possibly have a sexual desire. The signified is the hair gel and the signifier is the guys hair which is trying to show the product in a real life situation. The male is the dominant signifier. Has connotations that if you buy the product you too will be able to be as popular as the guy on the advert. Positioned at the top, connoting his higher status
Representational analysis- Clear signs of voyeurism (getting joy from having all the attention of the women). It is a selective representation of both male and females: males are only depicted as being heterosexual it being a very patriarchal society . Females are represented as having to do everything for men and that their only objective in life is to provide sexual pleasure for the men following the dominant ideology which was slowly being removed during the 1960’s. Also suggests the man was not worthy before he used the product.
Narrative- The woman in the front left is making direct eye contact with the person viewing the ad giving them a more personal experience and feel like the product is meant for them. The woman is looking very seductive to the male audience so will entice them to buy Score products so they too can seek this sexual pleasure. Trying to use sex to sell their products. appeal to an audience who want to conquer their own world and look good. brand value is look good but don’t take yourself too seriously.
Audience- aimed at middle aged men who desire to receive this attention from females that the guy is receiving in the advert. They want to look as good as the guy being help up by all the ladies and have greaseless hair like the guy. Shows the brand values as being to help men in to succeed with relationships and the brand personality is highly sexually based. In the 1960’s this type of advert would have been seen as appealing and completely acceptable and very normal however, these days advert usually only feature one model which has a more reformed outlook on the product and sexualising women and men in this way wouldn’t be condemned. There is a lack of diversity. Persuasive techniques range from reeling them in with sexual pleasure to own confidence and better self esteem specially to do with their hair.
Historical, social and cultural contexts– 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. Score advert was produced in the year of decriminalisation of homosexuality. It was also the ending of Empire. Reference to body image and changes in what society deems acceptable and unacceptable representations has significantly changed over time.
revealing as much skin as the regulators in the 1960s might permit. Their tanned bodies, alluring black eyeliner and luscious hair also connote glamour.