Category Archives: Exam Prep

Filters

Author:
Category:
Advertising, Exam Prep, Notes, Representation, Score

SCORE (CSP 3)

Leave a comment
  1. Mise-en-scene analysis – Through the denotation you can see 1 male and 5 females, 3 of the females whom are looking at the male, one of the other ones is looking off in the distance with a smug smile on her face and the other is directly looking into the camera. It seems like they are in a jungle due to the types of plants and clothes they are wearing (safari clothes) Below all of this is the product advertisement explaining what its about and a picture of it.
  2. Semiotics – The dominant signifier would be the male as he is being upheld by all the woman. There is an strapline with the picture at the top of the advertisement which reads out “Get what you’ve always wanted” and there is also a copy which is the white box at the bottom of the advertisement. The advertisement is seen as reactionary. They could be creating a myth where to make men think that’s what will happen to them if they were to use that product.
  3. Representational Analysis – All of the woman are upholding the man as if he is the most important, they are also grabbing onto him and reaching out to him which suggests that they want him. The girl looking into the camera could give the ideal heterosexual man voyeurism.
Advertising, Exam Prep, Notes, Score

Score CSP 3

Leave a comment
  • First shown in 1967
  • The women are shown not wearing much clothing
  • The advert is of very poor quality, even for something that is over 50 years old.
  • The text is very repetitive and the iconic signs (images) portray the product as looking like bleach or something similar, not something you would want to put in your hair.
  • The clothing the people are wearing suggests they are on a safari in Africa or something similar.
  • The background plants look plastic and you can even see the carpeted floor.

Advertising, Exam Prep, Notes, Score

score csp 3

Leave a comment

score

  • made in 1697
  • sexist – objectifies and sexualises women by representing them in revealing, tight clothing.
  • racist – all white characters in an African jungle setting (white privilege)
  • around 1967 abortions and birth control became more acceptable, therefore it was more normal for an advert to allude to sexual outcomes.
  • The Score advert was produced in the year of descriminalisation of homosexuality and as such, the representation of heterosexuality could be read as signalling more anxiety than might first appear. 

Advertising, Exam Prep, Notes, Score

score csp

Leave a comment

The advert is a representation of white patriarchy in the 1960s as it is a white male with a gun (likely to be loaded) situated above 5 white females who seem to be ‘swooning’ over him.

The females are also dressed in little clothing which would be done to attract The Male Gaze.

The advert is a snapshot of a Narrative story. Before this photo the man was most likely putting the hair cream on and then looking around to hunt with his gun. This photo can be interpreted as a poacher sat with his prey.

There is also a strapline ‘Get what you’ve always wanted’. This strapline is quite vague but then on the advert there is copy which is a relatively large chunk of writing for an advert. I believe this isn’t the best thing to do because adverts aren’t for much in depth attention.

Exam Prep, Score

score

Leave a comment

within this image we can see many women surrounding a man and holding him up in his sedan chair representing that he is of importance and that he is to be sought after the African safari type style is very bland with its white background and plastic foliage and there is not one African female or male the way the women look at the man is very suggestive as if that he’s their “prey” the woman are wearing very tight shorts and very revealing clothes where the man is coved up. the way of levelling of the man being higher than the man suggests matriarchy where the product is using women as eye-candy for their the non-relevant product for an anti-balding cream/liquid. the line at the top says “get what you always wanted” suggesting that its not just the affects of the cream but what you get after it..

in my opinion the narrative of this product is that the man uses the product and the woman smell the alluring scent of the cream and when they see him they look at his full thick hair and decide to take him away and worship him and then take him back to the tribe and “admire” his manliness

the desire of the product is that if you have thick hair you will look more younger and hotter than before and saying that you will have women surround you

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.

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).

as well as the discrimination of homosexuality

Advertising, Exam Prep, Notes, Score

Score Csp Notes

Leave a comment

Textual Analysis – In the CSP, I see a white guy who is on top of a sedan chair with lots of women who are surrounding him, wearing very revealing clothes. The women are all white and look conventionally attractive, and they are trying to touch him and are admiring him, almost as if trying to worship the man. The background is one which suggests that is is a Jungle, and it gives off a sense of an African king because of the fact that the man is above everyone else.

Semiotic Analysis – The dominant signifier is the male character who is above the women in the picture. There is also a paradigm in that there is a collection of women surrounding the man, and the CSP is also reactionary because it would satisfy the stereotypical heterosexual male’s viewpoint. The indexical sign of a gun which the man is holding gives connotations of violence and gives the audience impressions of masculinity, and how he is the dominant person who is in control. It also shows what he could do to the women if they did not abide by his expectations.

Representational Analysis – The fact that the man is above the woman relates to the idea of patriarchy, which was particularly poignant in the time of this advert’s release (the 1970s) when women were still fighting seriously for their rights. In addition, there is selective representation in that even though the entire CSP has an African atmosphere, everyone in the CSP is white, and not black, so consequently the advert is holding back the entire truth. Finally the body types on the females show that back then, there was a common way that women were supposed to look and had to be like in order to somewhat succeed in society.

Narrative – I think that there is a story being told in the CSP, which, in short, involves the man previously being ignored and sad, but then after he applied the product advertised, he started to become the man in the advert, and started being loved by women and living a happier life.

Advertising, Exam Prep, Representation

SCORE CSP

Leave a comment

Textual Analysis:

  • Big slogan above the copy paragraph.
  • 1 main male, showing off his clean shave with the product.
  • 5 main female models, in awe at this man, supposedly because of the product.
  • Leaves around the models, trying to identify and show that they are in “Africa” to allow the female models to wear the skimpy clothes they are wearing.
  • “Get what you’ve always wanted” text to attract customers attention.

Semiotic Analysis:

  • Dominant signifier (Male in the top, centre)
  • Paradigm (Collection of woman to show off the male)
  • Anchorage (Collection of woman carrying the male)
  • Code (Paragraph shows how this man has ended up being worshipped)
  • Reactionary (At the time, it was a patriarchy, so the man is being carried above everyone else and is being praised)

Representational Analysis:

  • The idea of the male being above the women and dominating the scene would have been a normal reactionary look on ads and thing within the advertising world in the 1970s. At the time men were above woman and woman were fighting for their rights.
  • In addition to this all the characters are white within the advert which relates to how race diversity and equality wasn’t fully supported and in motion for companies and the general public.
  • Furthermore the advert uses thin, curvy females which displays how body equality was not fully supported and that men and woman had a certain way they needed to look and a certain role they needed to fit. Where men were the workers of the house and they earned the money, and woman were staying at home, being submissive, doing whatever their husband requests or needs for them.

The Narrative:

The narrative behind the scene is the idea that the man before hand was not using “Score Liquid Hair Groom” therefore he was with everyone else, and wasn’t worshipped. However he then used “Score Liquid Hair Groom” which put him above everyone else and he was worshipped by everyone and carried by woman. The strap line “Get what you’ve always wanted” implies that every man wants this idea of being above everyone else and being more attractive/better than others. The advert implies the woman that are carrying him are going to take him somewhere to indulge in adult activities with him. This shows how the advert is directly targeted towards men because as well as the idea of being better than everyone, the strap line also implies the product “gets you what you’ve always wanted” which is sexual activities with one or more attractive woman.

Audience:

Desire: The product appeals to men’s attention because of the female models.

The brand: The brand values the idea of many sales and goes along with the ideal male world. The message that goes with the product is the idea that if you use it, you get what you want.

Audience over time:

Advertising, Audience, Exam Prep, Score

Score CSP

Leave a comment

In this advert, you can see that there are 5 white women underneath a white male who seems to be held up by some sort of platform covered in a Cheeter print, suggesting that they’re in the jungle. The 5 women are almost draped over this man wearing little amounts of clothing, which appeals to men.

This advert is definitely reactionary as its target audience is males in their 30-50s who most likely want to appeal to women. With having these skinny women draped around him, it suggests that by using this product, women will automatically find you attractive. With having the women wearing provocative clothes, it just reinforces the target market as males will find these women attractive and think they have a chance to ‘win’ a similar looking women after using the product.

The man is also holding some sort of hunting gun, which proves my point further about him being above all people because he’s ‘really masculine’. This suggests that only men are allowed to go hunting and women can only throw themselves at ‘manly’ men instead of doing things for themselves.

The word ‘Masculine’ is actually used in the description of this advert in the phrase ‘Score’s famous masculine scent’. This indicates the fact that if you use the product, not only will you look good and appeal to women, you will also appear masculine AND smell masculine.

The description of the product is rather repetitive and poorly written. This may be repetitive to get their point across of how it’s all men want. By repeating the name of the product many times, it gets it into people’s heads and they will most likely buy it because they remember it more.

There is a clear narrative of being above people. Before he used the ‘Score’ product, he was just an average man with ‘greasy hair’ and then he used it and now he’s above all women with the ‘perfect’ hair. You can see that there are no People of Colour in this advert, which indicates that he is also above all people who aren’t white.

The strapline ‘Get what you’ve always wanted’ suggests that every man who sees this advert has ‘always wanted’ this product and that it is some sort of life saver. It doesn’t seem like a very good strapline that will encourage people to purchase the item, it seems rather dull and possibly narcissistic, assuming their hair product is what people have always wanted.

When looking at the Iconic sign (image) of the product, it reminds me of a bottle of super glue, which would be a negative effect on them as that is the last thing you would want to put on your hair. If they really wanted to embrace masculinity, they should have the hair product in a more manly, masculine bottle that boosts their confidence when buying it, instead of a small clear/transparent bottle as it looks like they’ve put little to no effort on the design.

Not only is there a lack of representation for People of Colour, but there is also a lack of representation of the lgbtq+ community. For example, they say that only men who want to be masculine and want to attract women can purchase and wear this product, when in reality, people with any gender and any sexuality can wear it too. If for example, a male doesn’t want to present himself as masculine, the advert almost shames him for not being a ‘real’ man.

Advertising, Exam Prep

score

Leave a comment

score constructs a narrative which appeals to the target audience as there is a clear story plot to the advert which sells the product.

You can see girls are surrounding a man which has used to product meaning that the product ables you to have any girl attracted you when you use the product and treat you like the best. Men will feel desire to use this as it is showing they will be above others and simply feel like the ‘cool man’ and bring them pleasure.

Overtime people will have different views on the advert as times have changed and will realise that the ad is sexist, racist and homophobic, class based aka representing posh people.

a reason the setting is a jungle could be representing the fact the girls are animals and he is the pack leader.

Advertising, Exam Prep, Notes, Representation, Score, Semiotics

ADVERTISING: CSP 3 – Score

Leave a comment

Representation

This advert was from 1963 and is a reactionary representation of men and women in media due to the fact it is portraying the white male as the dominant figure, which contrasts the females who are portrayed through the eyes of the male gaze and give off a very submissive persona . This is stereotypical of the advertising industry as these representations were very much reflect the dominating ideology then as well as now. It shines a negative light on women as it creates this belief that they are often very dense and will do anything to please a man whilst shining a positive light on a mans favourable characteristics such as their ability to attract women and easily dominate them just by simply using a hair product – this point is seemingly very sexist. The only aspects of women that the advert show are those that are favourable to men: their bodies and their stereotypical submissive tendencies – illustrating the voyeuristic tendencies of the patriarchy. The advert highly sexualises women by using conventionally attractive women and exposing their bodies by dressing them in little to no clothing – which seems ironic as the product is to be used by men . It then positions them in such a way that they carrying him, as if they are his slaves, and are reaching for the man in hopes for his approval. The combination of the seductive image of the women and their positioning is used as a way to sell the product as it makes a man believe that by using the hair cream he will suddenly attract more women. The fact that the man is positioned higher than the women, sums up that the dominant ideology that men are superior to women is in fact a real thing (but not necessarily true), and that using this hair cream will maintain this sexist hierarchy.

In terms of representations that are less obvious, this can also be seen as a racist portrayal in the sense that not one black person is represented in the advertising of this product. Their lack of representation creates the misrepresentation that this product is not for black people which accurately illustrates societal views of black people at the time which will prevent them from buying the product. This is reiterated by the exotic setting which reflects upon colonialism when white people exploited and stole land from the black natives once again reinforcing the white supremacy ideology and that this product is not directed at them.

vvvAdditionally, this can be seen as a homophobic representation due to the strap line ‘get what you’ve always wanted’. This implies that by using this cream you will attract more women, due to the image of multiple women admiring the man, creates a misrepresentation that someone whose sexual orientation is not women will not get the same effect of the product. Therefore people of that collective identity will not be able to relate to the advert and therefore wont buy it.

In terms of identity, each person in the advert has formed a constructive identity based on the principles of what it is to be a man during the 1960s and what it is to be a woman. The man in the advert, conveys the stereotypical masculine persona, dominant, manly, powerful, because any other identity would have been rarely accepted at the time – he has constructed his identity based on what he was told was ‘right’ at the time. The same goes for the women, they have constructed the stereotypical feminine persona, submissive, beautiful, innocent, as ,at the time, they would have been told that the is all they were good for. You could also link this to the idea collective identity as the male creates his identity to fit in with other male, likewise with the females

Narrative

  1. Initially, he is an average man living an average life.
  2. He then buys Score hair cream
  3. After using the cream he finds himself bombarded with female attention

This narrative is used to sell the product as female validation is what their male target audience will seek.