Question: 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?
Judith Butler presents gender with many different ideas, claiming that it is “an identity instituted through a stylized repetition of acts”.
In this essay I am going to make a few arguments based on Butlers idea of gender by linking to ideas such as gender as performance and waves of feminism. Also, in this essay I am going to be using Score and Maybelline to help defend my argument.
Butler suggests that gender is not fixed and presented through a stylized repetition of acts. “An identity instituted through a stylized repetition of acts”. (e.g someone sitting in a certain way to present their gender.) This suggestion can be seen in the 1967 ‘Score’ advert when the male surrounded by woman is sitting in a masculine like position which was very common during these time periods where men would be seen as more dominant and empowering than woman. This links to the idea of the ‘male gaze’ which is the act of depicting women and the world, in the visual arts and in literature, from a masculine, heterosexual perspective that presents and represents women as sexual objects for the pleasure of the heterosexual male viewer. As shown in the ‘Score’ advert the male actor is shown to be dominant and above all the woman which gives the idea that men were seen as better and more powerful than woman during the 1960s time period. “Our genders are culturally rather naturally formed.” As stated by Judith Butler she believes peoples genders aren’t confirmed on the date of our birth but are more identified when you find yourself and feel confident with the way you are. This quotation links to the ‘Maybelline’ advert where a male actor is shown promoting ‘female’ products (make-up) which is stereotypically meant for females. This proves how society has changed massively throughout the years about their ideas of gender representation.
In the time period of the ‘Score’ advert the second wave of feminism took place. During this time the feminist movement was focused on issues of equality and discrimination which was a big problem in the 60s and 70s. “Masculine and feminine roles are not biologically fixed but socially constructed.” As Butler stated the roles for woman and men have been constructed through society instead of biologically (e.g a job such as a construction worker which is usually a job for men). Some people may be affected by this idea because they may believe they have to do the role their gender typically does.
In the ‘Score’ advert the male actor is seen to be as more dominant by being above all the woman and having all of them trying to touch him. The idea that is supposed to be given from this advert is that if you use the ‘Score Liquid Hair Gel’ you will attract any woman and live a luxury life. This is shown through the clothing the actors are wearing representing a safari like experience with the fake plants in the background to create an effect on the viewer. Also, the actor seems to be sitting in a typical male posture which links to Butlers idea of gender being an identity instituted through a stylized repetition of acts.
Similar to the ‘Maybelline’ advert, Harry Styles has recently released his own cosmetic line named ‘Pleasing’. “Starting the brand with beauty felt exciting because creating great products is a unique way to make people feel good.” Shown here is a representation of breaking the social construct of gender and the stereotype that only woman wear makeup. “Bring joyful experiences and products… and dispel the myth of a binary existence.” With Harry releasing his new beauty products it is clear to see that he is trying to break the social construct of gender and the stereotypes of men and woman.
To conclude, the development of feminism has been presented in both CSP 3 and CSP 4, for example in the Score CSP the male seems to be more dominant over the woman. However in Maybelline CSP we can see the development of equality and feminism over the years through the male actor who is comfortable enough to wear makeup which wasn’t a thing in the earlier advertisement days.