Judith Butler

Judith Butler is an American gender theorist who goes by ‘she’ or ‘they’ pronouns and is legally non-binary. Butler states that gender is ‘performative’ and a ‘social construct.’ She believes that our gendered identities aren’t established at birth, nor in childhood or adolescence, but are formed through a continuous performance of gendered behaviour. Butler argues that the dominance of heterosexuality representation in media maintains typical male and female identities as a social norm. She critiques the notion that gender exists inside the body and suggests that these gendered identities are realised through our desires, sexual contacts and physical expressions of love – they are not a fixed object and are created as a result of our behaviours.

Score

The women in the Score advert are young, slim and are wearing sexualised outfits that reinforce the idea of the male gaze. They are carrying a man above their heads on some form of pedestal as though he is a godlike being and are looking and reaching out to the man in awe. The exotic setting also fulfils male fantasies and promotes escapism. The text on the advert, “Get what you’ve always wanted” directly addresses the viewer which makes it more personal and implies that the product will make women attracted to you and fulfil your fantasies.

Maybelline

The Maybelline advert touches on issues of gender representation, ethnicity and lifestyle. Shayla Mitchell and Manny Mua are significant as they are makeup artists, beauty bloggers and brand ambassadors of Maybelline. They therefore act as a form of celebrity endorsement/box office draw, particularly to younger audiences who are likely to know of these influencers, therefore encouraging them to keep watching as it features people, they are interested in. The connotations of gold, the setting of New York and the slow motion sequencing of the mascaras being thrown on to the bed immediately focus our attention on the narrative of two friends having a fun weekend away with luxury and glamour.