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SCORE product

The advert was made in the 1960’s and as such it can be examined by considering the historical and social values at the time.

Also the “Second wave of feminism” was also going on during the time that this advert was created. This movement created a larger acceptance of birth control, divorce, abortion and homosexuality.

However the score advert was created during the fall of the empire so the representation of women may be used to help to cling onto the former values of masculinity and that the man is in control. This is present in the representation of women which shows that the man is still very much in charge as they are holding him up and carrying him where he pleases.

Techniques Of Persuasion

  1. How does this advert create desire for the product
  2. Think about brand values, brand message, brand personality and brand positioning should inform the analysis
  3. Think about how and why audience responses to the narrative of this advert may have changed over time
  4. Essentially, students should be able to demonstrate knowledge and understanding of the persuasive techniques used in the advert

score csp

  1. hits of heterosexual sex. – women touching the man.
  2. pedestal suggest they worship him.
  3. sexualisation of females. – clothing, hints of a sexual relationship between the women and the man.
  4. African themed, animal print, no black people
  5. heterosexual looking man
  6. male directed product- ‘masculine scent’ ‘made by the men’

mice-en-scene: a jungle themed advertisement for men’s hair products, a heterosexual wealthy looking man surrounded by women hinting his ‘pray’

score

  1. Mise-en-scene analysis (ie Textual analysis) – targets a heterosexual audience, suggests male hierarchy and power over the female gender, due to the position in which the women are suggesting to have a sense of desire over the male. We can see a group of women holding the male character on a platform in what seems to be a safari forest in a place like Africa.
  2. Semiotics: Dominant signifier can be the male in the top middle Paradigm can be the women surrounding the women to put emphasis on the man Reactionary as supports the stereotype that men have power over women, this is because the women are carrying him suggesting that he is superior.
  3. Representational Analysis: The idea of the male being superior to women and therefore dominating the scene would have been a normal reactionary look on advertising around this time, this is because at this time women were desperately fighting for their rights. -At this time in history, racism was more common and it was more likely for people to have a problem with people of colour therefore all characters in the ad were white.
  4. How does Score construct a narrative which appeals to its target audience? The narrative suggested to us behind the scene is the idea that the man before hand started using “Score Liquid Hair Groom” therefore making him superior and made him seem more important then everyone else meaning he was then worshipped by everyone and carried by attractive woman. The strap line “Get what you’ve always wanted” can imply that the male gender have the desire to be above everyone else or seen as superior and also being more attractive than other characters of the male gender.
  5. How does this advert create desire for the product? This advert creates desire for the product as it shows a collection of women with an obvious desire to be with the male character suggesting that the reason for this desire is because of the hair product. This could make the audience may want to have the product in order for girls to have desire over them also.
  6. Think about brand values, brand message, brand personality and brand positioning should inform the analysis.  The brand values can suggest a high number of sales and supports the ideal male world of having women desire over you and find you attractive. The advertisement can suggest a message to the audience to say that if they buy the product they can get what they want.
  7. Think about how and why audience responses to the narrative of this advert may have changed over time. Audience responses may have changed over time as at the time this ad was created women had less rights and were seen as less important then men so it wouldn’t have come as a surprise that the ad suggests the stereotype that men are superior then women or have more rights, whereas nowadays females are more likely to be bothered about what the ad suggests to us, this is because they now have more rights then they used to and it is more common that men and women are treated as equals.

csp 3- score advert

The mise-en-scene contributes the theme of male hierarchy and power over females, due to the position of the women looking like they are worshiping him. Their revealing outfits suggest that the male wants them exposed for his pleasure.

The trees and cheetah print referee to them being in a jungle. The sort of stretcher he is on also links with male heirarchy. The advert slowly tells a story with a beginning middle and end, and that before he used the product he was ‘greasy’ and smelt bad also not getting any attention from women and after buying and using the product, he is now transformed and he’s loved by women and worshipped which men want.

This advert communicates a negative view and opinion of sexuality, the tag line ”let what you’ve always wanted”, translates that the product only attracts women, this is demonstrated when the women are overjoyed when the mans hair is perfect as a result of using the product. The advert informs the gay community that this product only attracts women and it would be pointless to use it. The main aim of this product is not to look good to yourself but to the opposite sex, which for the LGBTQ community is useless.

The products reactionary representation of men and women link to the male hierarchy over women in the media and daily life. The date of this advert, 1963 explains the sexist reasoning behind it. The ideology of women being stay at home mothers and the stereotypical women cook and clean was still very much distinctive. Therefore advertising a product that shows women working hard to please the man, ie, holding him up on the stretcher teases the men that the product brings this. The distrigarding focus on women shows them in a negative and gullible light, and that we would do anything for them as long as they are happy. The only aspects of women that the advert show are those that are favourable to men are their bodies and their submissive tendencies, illustrating the voyeuristic tendencies of the patriarchy. 

Furthermore less obvious aspects of representation are lack of the racial variety, there are no asian or black actors in the advert. This creates a message that the product is not for them and only for white people. The racist and lack of black representation was highly problematic in the time this advert was made. The cultural appropriation is highlighted by the exotic setting which reflects the colonialism when white people exploited and stole land from the black natives once again reinforcing the white supremacy idea.

In conclusion the variety of negative and morally wrong representations to the public in this advert shows that time have changed since 1963. The advert highly celebrates male patriarchy and the disregard for women and that their only meaning is to please and assist. The lack of representation for sexuality and race effectively creates a box for a desired human/person, white, straight and arian.

score

textual analysis- In the advert there is a male on a lectica surrounded by females wearing minimal clothing. They are all attractive white people. They are dressed in jungle like clothing surrounded by jungle trees. The clothing they are wearing is short. The people in a are also represented as more of a upper class type people. The male is on a lectica which is linked to richness and power above others. The male is also being carried by a bunch of females representing the fact that he is above them, above all females and everyone else.

semiotics- subtext this is his dream that he wished to come true and now his fantasy has come to be real after this product

representational analysis- the male in the advert is shown to have only had this power after using the product, he is shown to be higher up and more important than everyone else as he is sat on a lectica being carried by females. The advert is also highly sexualised as its shows lots of women surrounding a male who is higher up. All the women are wearing short clothing and the male is presented as highly masculine.

The male is presumably a straight male who is enjoying the female attention this has a reactionary representation and  and stays in line with the social stereotype. Specifically the lack of homosexual representation at the time of production, (1967). All of the characters being portrayed are white, there is no representation of people of colour. This advert is racist in a sense as it could be suggesting that people of colour are at an even more inferior position.

The advertisement is also classist. The male and female characters are seemingly of a high class due to their well groomed appearance.

RESEARCH PRODUCT 1 (NAME)RESEARCH PRODUCT 2 (NAME)MY PRODUCT(daisy perfume)
UNDERSTANDING SELFit briefly explains the idea of the productShowing that anyone can wear makeup regardless off your gender, race or sexuality
ENJOYMENTrolling around with lionyou can get enjoyment from using makeup
ESCAPISMlion unrealistic therefore shows escapisminfluences people to connotate this with holidays. Therefore leading them to want the product as they link it to being on holiday.
KNOWLEDGE ABOUT THE WORLDlion can relate to travel as they aren’t a usual animal
stereotype that only woman can use makeup
SELF CONFIDENCE, SELF ESTEEMconfidence as she’s with a lionmodel looks confident while wearing the makeup
STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS the lion and her are lying next to each other, making her seem bold and confident. The girl that everybody wants to date or be friends with. Inspiring people to become bold.N/AN/A
ANY OTHER CATEGORY OR THEMEbrief description here as explanation

Audience Theorys

hyper dermic model based on passive consumption very significant to advertising.

Harold Laswell – Propaganda Technique in the World War “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission”. As Martin Moore notes, Laswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1.

in other words, there is the suggestion that the process of sending and receiving a message is NOT clear-cut, predictable or reliable and is dependent on a range of other factors that need to be taken into consideration. 

essay

In this essay I am going to apply a semiotic analysis to both the Tomb Raider and Metroid video games covers. I will be discussing what both games in detail. I will argue that tomb raider is both derogatory and negatively represents femininity for the social world and for the online community. However, I will also explain how the Metroid game could be shown in a more positive light and may represent femininity in a more positive way. 

Firstly, Tomb raider could be shown to portray a negative and sexualising view of females. One way in which this is shown is how she has exaggerated body features which is putting this idea in people’s minds that this is normal body to have however you wouldn’t not clearly find that in the real world. The reactionary design idea shows links to the ‘male gaze’ which is women looked at as sexual objects which make men feel empowered. This representation of the character Lara Croft helps to enable the idea of the objectification of women, and people who play this game may get the idea of the fact that this is normal and the standard in everyday life. Because of this the idea of the sexualisation of women is Widley normalised among people in the real world., this is a negative thing because I don’t see the idea of the sexualisation of women as a good thing.  

In the tomb raider games cover it also has some other negative aspects. For example, there are weapons that Lara croft is holding in her hand this is negative because the age rating for the game is 12 assuming people actually follow the age rating therefore could be people using the game that are younger. Therefore, people these young who are using the game are exposed to the usage of weapons and violence. This could therefore lead to the idea of interaction on reality linking to the game. This is negative as if they link interactions in the game to interactions in reality the interaction in the game is negative as there is violence. 332 

However, in the Metroid games cover it shows a more positive aspect on femininity. The character on the front of the game is dressed in a large robot suit which may seem at first glance like a male character as the character is presented at muscular and large which to most people is more on the stereotypical male side. Because of this the people who are seeing the game may assume that the character is not female, furthermore adding onto the myth that males should be more involved in the violence and confrontation rather than females. When looking into this in more detail I have discovered that the character Metroid is a female this shows a more positive take on the look on females in video games as in this the main character of the game is female and therefore isn’t the damsel in distress. This also presents the female character as strong and independent. This challenges the idea that females are all weak which is stereotyped in certain popular games, this could have the audience of the game to adopt a new idea of gender representation giving them more positive characters to idolise.  

However, the tomb raider does have some positive outtakes on femininity as the main character of the game, Lara croft, is a female breaking the stereotype that the female is the weak and feeble character in the game. Lara croft being the main character breaks the gender stereotype that the male needs to be the strong main character of the game. This could have the effect of empowering young girls to idolise this more positive protagonist rather than believing in the stereotype that brings down the female empowerment and makes women seem weak and incapable. Lara also looks strong and dominant on the cover of the game therefore adding to the positive view on women. Men in society are seen as the more dominant and powerful people this aspect stands out to me as it breaks that idea and presents a new idea of the empowerment of the female character. 

Furthermore, Metroid can also be seen in a more negative aspect as, however it does have a female heroine but she is in a male’s costume. This portrays the idea that women have to ‘dress up’ or hide to be able to be shown as strong and powerful. The character in this is in a huge robotic suit where at first glance you may think that it is a male because you cannot tell the gender of the person inside the suit. This is negative because it may present the idea that women will have to hide to be seen as stronger than a male character. However, from a business standpoint making the characters gender not visible could be to attract more sales as people may not want to buy the game if there is a female main character because of the link to the misogyny of society due to the idea that males are stronger. This depicts women in a negative way in my opinion as even though it is a woman main character she is hidden behind a more masculine wall. 

In conclusion both Tomb raider and Metroid have negative and positive aspects of the games covers that can be interpreted both ways. The Tomb Raider can be seen as negative because of the fact that they have sexualised the character Lara croft to fit the ‘male gaze’ therefore fitting into the stereotype that can satisfy young players. Metroid can also be seen as a negative view as the female characters identity is hidden behind a masculine robot this could possibly link to the stereotype that women are weak and incapable compared to men. However, The Tomb Raider can be seen as positive as the main character, Lara croft, is a female breaking the stereotype that women are weak and not as capable as males. Metroid can also be seen as a positive take on femininity as the character behind the robot is a female therefore showing that the female character can be as strong as a male character. It challenges the idea that women cannot fend for themself and also challenges the idea of women being the ‘damsel in destress’. I overall don’t think that either game covers presents femininity in a negative way. For example, in the tomb raider even though Lara croft is sexualised she however is shown to be a strong female character that can fend for herself showing women in a positive aspect breaking stereotypes of weakness. Another example is in Metroid even though the character is hidden behind a robot it is a female character and it shows that females are just as capable as males in the game because at first glance you can’t tell the gender of the character but she is seen as a strong individual, this also breaks the stereotype of women being weak and not as capable as men. This could adapt the mind so the people playing these games and therefore could eventually have a positive outcome in society in the future. 

Notes- applying theory: audience

QUANTITATIVE v QUALITATIVE

QUANTITATIVE number based approach

QUALITATIVE an individual interpretative approach considering why audiences consume or engage.

ADVERT AUDIENCE

In my advert for Bobbi Brown, I would expect the model to be a ‘technical middle class’ woman because the eye makeup that she is advertising is around £20, she looks around 26 years old and she looks like she works in an office as maybe a secretary.

My product is designed to be sold to ‘mainstreamers’.

Psychological Profiles

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Quantative- statistical data, numbers

Qualitative- Opinions, statements.

Creative beauty ads with a strong message

Quantative:

  • social class: Technical middle class – Established Middle Class
  • Income: £46,000-70,000
  • Education: Fairly good education -Above Average(GCSE’s, A-levels)
  • Age: 18-40

Qualitative:

  • Psychographic Descriptor: The mainstreamer
Calvin Klein Unveils Defy, Its First Stand-alone Men's Scent in a Decade –  WWD

Quantative:

  • Social Class: Established Middle Class
  • Income: £50,000-70,000
  • Education: Above Average (GCSE’s, A-Levels
  • Age: 20-40

Qualitative:

  • Psychographic Descriptor: The Mainstreamer
Lynx Expression | Advert Design on Behance

Quantative:

  • Social Class: Emergent Service Workers- New Affluent Workers
  • Income: £12,000-30,000
  • Education: Average or Student (GCSE’s or studying A-levels or University)
  • Age: 12-25

Qualitative:

  • Psychographic Descriptor: The Resigned, The Explorer