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1967 advertisement.
Male directed as mentions the ‘Scores famous masculine scent’. The advert sexualises women as they are wearing tight revealing clothes. Sexist approach of the male being ‘admired’ by females around him.
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).
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.
CSP 3: Score
Media language Analysis
Semiotic Analysis:
- The Dominant signifier is the male who has been placed above all the women. He is surrounded by a paradigm of women who clearly are holding the man in a higher status, they are beneath him both literally and metaphorically. There is a code where the man is holding a weapon and seems to be in a dangerous jungle like area, this holds meaning to the fact that the man is strong and supposed to be shown as attractive to women, saying if you use their product it will make you manly and irresistible to women. This is a reactionary view of the time as during the era of this advert it was normal for women to be discriminated and seen to be beneath men, hence the use of women holding the man above them. The anchorage of the phrase “Get what you’ve always wanted” followed by the image of the man being held above the women all under the theoretical spell of his masculine appeal.
Textual Analysis:
- They’re in a jungle type setting, which allows the females in the ad to wear their supposedly safari clothing, which is just clearly a over sexualised type outfit, to clearly be attractive to the presumed straight male that the ad is targeted at.
- A main male character, with a well cut clean shave, (to promote the product of course).
- The main heading “Get what you’ve always wanted” – Text that attracts the customers and the target market.
- 5 Female characters being used as a marketing strategy to appeal to the target market.
Representational Analysis:
- This ad is a clear representation of the Patriarchy, the women are clearly being used in this constructive reality where they are here only to serve to men, the ad is trying to create a collective identity that if men use their product they will “Get what they’ve always wanted”. Based on contextual ideas, this is all a tool used to generate more sales and produce more loyal costumers, which of course, is a main purpose of an advert.
- The text clearly follows some voyeuristic ideas, as well as the use of the male gaze, to once again, like mentioned before, appeal to the target market of the presumed straight male.
- This ad is an bold representation of body positivity values and the fair and equal representation of women during the time period. From my own knowledge, during this era women were discriminated against and were not treated anywhere near as equal to men. Men were considered protectors of women and that women were to do as they were told by their husbands. As men went out for work and earned the majority, if not all of the money for the family, the wife would stay home and take care of the kids and the home. I believe that therefore, the use of the women in this advert, represents this old ideology and tradition.
The narrative:
The narrative of this advert is that if the man in the advert was not using the score hair grooming product, he would not be worshiped and wouldn’t be attractive to women, that he would not be as manly. The main title and strap line of “Get what you’ve always wanted” directly points out to the audience of the advert and uses a subtle manipulation of the reader, that in fact YOU do want what is being shown in the ad, that YOU want Score grooming product. It implies that that all men want it, this is a toxic masculine idea which clearly creates some issues but yet, it’s what “you’ve always wanted”. It also follows ideas that men want to be better than everyone and want to be attractive to women, but it can only happen, the thing that they’ve “always wanted”, if they buy their product and shave using their grooming products.
score notes
the gun is being used as a signifier of the male autonomy
the anchorage is the phase “get what you always wanted”
this advert creates desire by giving the consumer the illusion that using this men’s product will get you girls
this advert is in a way racist because of the African theme but not African people or people of any colour it is a white dominated advert
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.
CSP 3 : Score
Textual Analysis : In this advertisement, there is a man on top of a form of platform who is being praised by five different women, who have been sexualised to be a submissive of the dominant signifier.
Semiotic Analysis : The dominant signifier is represented by a masculine figure, in the centre and the peak point in the advert. Anchorage is shown in this image through the strap line “Get what you’ve always wanted”, this corresponds with the women praising the man. Furthermore, this advertisement for hair cream is a reactionary view, due to this point in time where women were seen as being a necessity to a mans lifestyle.
Representational Analysis : The representational idea of different social groups in this photograph, is the idea that men are the dominant gender and women follow / are commanded by masculinity. As well, the idea of this product advertisement is to encourage men to purchase the product for the opportunity to have a swarm of women admiring them.
Narrative : The narrative being told is this product ‘Score Liquid Hair Groom’, whereby a man didn’t use ‘Score Liquid Hair Groom’ and was left behind in society, women didn’t find him visual appealing until he used this product that makes his hair less grease, giving him everything he’s ever wanted, admiration of white slim women. He soon gets carried to his desires, pleasantry exercises. The advertisement is set in the climax of the narrative.
Audience : The advert is manipulated to be desired as men wouldn’t be able to resist the sexualised appearance of the females in this advert, giving a sense of what the males can potential ‘get’, these persuasive techniques of temptation of women gives men the curiosity of buying the product. The audiences opinion of this advert has changed due to the change in society and the way society views ideas. Back when this advert was made, it was deemed normal for women to show skin and be the less dominant gender, and black men and women to not be in advertisement, however over the last few years, the change in society, diversity and the popular ideas have changed the way products are advertised. This is due to the recognition and understanding of sexism, racism and homophobia.
CSP 3: SCORE
This advert suggests that if you buy their product, then you can attract lots of women. This is shown in the strapline: “Get what you’ve always wanted” and the image of a man surrounded by women. The costumes for the women are revealing and sexualising, and have connotations of voyeurism for heterosexual men – which is the target audience, so it will likely help sell more product.
In the advert, the women at the back are gazing lustfully at the man – which insinuates how all women look at men wearing the product. Another woman, on the right, is looking proud, as though she is showing off the man. The final woman, on the left, is looking directly at the camera, which could connect the advert with the potential purchaser.
csp4 maybelline notes
“Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal”
“Maybelline’s first-ever partnership with a man as the star of a campaign. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”
“After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.”
“Manny, a beauty vlogger and social media influencer with almost 3 million followers, stands by his mission to provide makeup advice and inspiration to men and women”
“promotes the dangerous sentiment that men are supposed to adhere to hyper masculine culture.”
“while the text-speak might come off a little cheese for some, the underlying message isn’t lost. Man or woman, makeup is for you”
“Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand”
“Tall, white and skinny’ was the description that would fit most models. But, now, with black and Asian supermodels, along with the popularity of several plus-size and transgender models, modelling has become a much more inclusive space.”
“he encourages people to think of makeup as genderless. he thinks boys deserve just as much cosmetic recognition as their female counterparts.”
“4.6 million product sold.”
CSP 4: Maybelline
Over the generations the role of men has been well-documented and scrutinised in the media
The brand’s personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society
Maybelline is known for the slogan: “Maybe she’s born with it, maybe it’s Maybelline”
After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.
With his YouTube videos, Manny Mua (real name Manny Gutierrez) has showed his viewers that men can be makeup experts too
“As we continue to celebrate beauty as a way for women to express themselves, it’s equally important that men have the same right—whether that’s getting the peace of mind of being able to dab a zit with concealer or the freedom to wear a full face and falsies”
Manny’s encouraging everyone, no matter their gender, to “lash like a boss”
“Men in makeup wasn’t seen as normal, especially a couple of years ago. It wasn’t as open as it is now”
“Don’t be discouraged by anyone, as long as you’re confident in yourself and just keep doing what you’re doing”
He encourages people to think of makeup as “genderless.” He thinks “boys deserve just as much cosmetic recognition”
“Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel”
SCORE CSP 3
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.
score
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.