Textual analysis– in the ad, the African/safari scene is used as the background yet there are no African people present and they all appear top be be white. although there are more woman, 5 tobe exact, the single male is still the main part of the add and is being supported and almost worshiped by the woman in the ad. There is also the strapline of “get what you’ve always wanted.”

semiotics –there are indexical and symbolic singe present such as the red flag that almost looks like a golf flag above where you score, and the fact the that woman are worshiping the male in the ad. there is also a indexical sign which is a sexual desire based in the clothing of the woman and the seductive looks.

Representation– the woman are represented as below the male and are doing what they think will please the male and doing everything they can to get his attention. the male on the other hand is represented as being above the woman in the hierarchy of the add which was very common for ads from the 1960’s.the advert creates a desire to be surrounded by women and to be worshipped by them.

Audience- the audience of this ad is most likely going to be middle age men who wish to look good and get the attention that the male in the add has.

Narrative- the sexual demeaner of the woman such as their outfits and their seductive looks on their faces shows how sex sells and targets the male audience and essentially communicates to the male that they to can be worshiped by the females if they use the product that is advertised in this instant, “score liquid hair groom”.

 historical, social and cultural contexts– The Score hair cream advert is an historical artefact from 1967, as such it can be examined productively by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques. 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 – in society, something that the advert can be seen to negotiate.

Textual Analysis:

• Strapline is “Get what you’ve always wanted”. This immediately attracts the customers attention
• Big slogan above a long (repetitive) paragraph.
• 1 main male.
• 5 main female models, are shown in awe of the man, supposedly because of the product.
• The setting that the models are in is supposed to be Africa, this is evident due to the leaves behind, and safari-style clothes.

Representation

The strapline ‘Get what you’ve always wanted’ appeals to the aspirer, who wants to achieve greater things. The advert also implies that wearing its product will help you gain the sexual attention of young women, which appeals specifically to heterosexual men. Also, by choosing to use a group of white people in Africa, the product appeals to 1960s imperialists who are still clinging to the ideals of the recently collapsed British Empire.

There is no doubt that the audience response to this product will have changed quite a bit over time. Firstly, the lack of diversity in the advert is now laughable (especially when you consider that the advert is supposed to be set in an African safari). Also, the sexual politics of the advert now seem rather questionable. The man in the advert looks around 40-50 years old, and yet he is being carried around by women who look as if they’ve just turned 20 years old. The addition of a gun as a phallic symbol also hasn’t aged well, as it implies that ‘to be a real man’ men have to be powerful and violent.

Also, by implying that the group had sex, the advert is trying to appeal to the ideals of ‘the second wave of feminism’ which created a larger acceptance of birth control, divorce, abortion and homosexuality.

Clearly, the advert is trying to use sex to sell their product. This is an extremely common strategy even today, but the products explicit way of using it hasn’t exactly aged well compared to today’s modern standards.

Similarly, feminist critical thought became much more prominent and pronounced during the counter cultural movements of the late 1960’s and early 1970’s, which heralded, among other changes a greater acceptance of birth control and divorce, abortion and homosexuality.

There was also the abolition of hanging and theatre censorship, and the Obscene Publications Act (1959) which led to the Chatterly trial. Nevertheless, as Johnathon Dollimore wrote: ‘all this should not be seen as a straightforward displacement of dominant conservative attitudes‘ (1983:59).

However, the Score advert was produced in the year of decriminalisation of homosexuality and as such, the representation of heterosexuality could be read as signalling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire.

The advertising techniques of fifty years could be compared to those of today. For example, references could be made with the Lynx Effect advert and the Specsavers adverts (both from 2010) which received criticism from the ASA, and again reference to body image and changes in what society deems acceptable and unacceptable representations. So have ideas and acceptance around representation of gender really changed since the 1960’s?

• made in 1697
• sexist – sexualises women by representing them in revealing, tight clothing.
• racist – all white characters in an African jungle setting however no black characters