When was the advert released?
1967
When was the equal pay act was introduced?
1970
When was homosexuality was
... [Show More] decriminalized?
1967
When was the contraceptive pill introduced?
1960
What was the advert trying to reinforce with the representation of heterosexuality?
Trying to reinforce traditional stereotypes and traditions at the time in order to calm those individuals who did not like the drastic changes that were occurring - such as the decriminalisation of homosexuality in 1967. The advert could be read as singling a lot of anxiety.
What are the female models wearing?
The women are wearing short sleeved shirts that are tied up and extremely short skirts. The women's makeup is also quite heavy and very smoky, creating a seductive nature to the advert.
How does the advert reinforce the male gaze?
The women's clothes are really revealing depicts how women were sexualised in these times and perceived as objects. Seductive makeup. They are there to be looked at by men.
How does the advert reference Britain's colonial values?
The advert seems to be set in a jungle. This represents Britain's colonial values and the British Empire that was slowly starting to fall apart at the time of the release of this advert. Perhaps the producers chose to set it here to reassure the public that Britain is still in power of many other countries when it really wasn't. The jungle setting, the gun, the throne all infer that the white western male has been successful in fighting off primitives or dangerous animals to save his own tribe.
Why is the man holding a gun?
This creates a traditional view of men where they are expected to be strong, brave and protective. The gun makes him appear powerful which depicts men as the dominant ones in society. However, it can also be depicted as a phallic symbol that informs the male target audience that the score hair cream will give them women and pleasure.
What does the pedestal that the women are carrying the male on represent?
This alludes to the fact that men are above women in society and should therefore be served by women.
How does this advert create desire for the product?
This would attract a male audience to the Score hair cream as they are made to believe that having good hair will make them attractive to women - and that is what they want.
Three of the females are completely focused on the male character- either staring at him, desperately trying to touch him or admiring him. The model on the left is the only one not looking at him, instead she is staring directly at the camera. This creates eye contact with the audience and suggests to them that using the Score hair cream means 'this could be you' in this current situation.
Apply Props characters to the advert.
The Score advert identifies the man as Propp's 'hero' in this narrative. The adoration - and availability - of the females are his reward for such masculine endeavors.
Women as rewards trope
What does the quote 'get what you've always wanted.' suggest?
This slogan encourages the stereotypical form of heterosexual male sexual dominance and fantasy. It directly addresses the reader which makes it more personal.
What does the quote 'made by men' suggest?
Suggests that the product is more trustworthy because it is in the hands of a man.
What does the quote 'Score's famous masculine scent' suggest?
Shows the importance to be manly
How does Judith Butler's Queer Theory apply to this advert?
Both the male and the females in the Score advert are performing the roles of the (masculine) man and the (feminine) woman in accordance with their biological sex. The advert also serves to reinforce the binary opposite gender roles ascribed by society. There is a hyper masculine representation of men.
What are the stereotypical traits of males and females?
Masculine images typically convey power, strength, virility, athleticism, and competitiveness whereas feminine images show beauty, submissiveness, nurturance, and cooperation.
Why may all the models be white?
This is probably due to the fact that racism was still around around the time of this advert.
How would a male from 1967 have viewed this advert? Apply Reception theory
The 1967 male audience might read the narrative as ironic and humorous (the dominant reading, Reception Theory) but it is unlikely that they would challenge the underlying ideology implicit within the advert.
How would a female from 1967 have viewed this advert? Apply Reception theory
Females, though not the target audience, might read the gender representations in an oppositional way but at the same time accept its representation of a patriarchal society as normal or inevitable. They might also see this advert and believe that they must be white, skinny and portray themselves in a sexual way if they ever want to be found attractive by men.
Women would have a clear sense about their place in the world. (David Gauntlett's identity theory)
How might have this advert affected the lives of young males in 1967?
Surrounded by such representations, 1960s men would inevitably use these to shape their own identities and their sense of what it means to be a man in the mid-twentieth century. (David Gauntlett's identity theory)
Apply bell hook's feminist theory to this advert.
Yes, of course. She discusses feminism as a struggle that stretches far beyond gender. Whilst the representation of the women is not great, hooks would look further and question why these women were chosen in the first place. All the women are white and are presented as pretty and beautiful; what men want.
hooks identified 'colour codes', in which lighter skinned women are seen as more desirable as they fit better into western views of beauty.
Intersectionality is present - clearly women of colour are not treated the same as white women. This reflects the social context of when the advert was made.
Apply Van Zoonen's feminist theory to this advert.
The advert constructs what it is to be masculine and feminine. The man is powerful, strong and the leader, whereas the women are submissive and subservient to the man. Men and women in 1967 would have accepted this.
The women are clearly objectified and seen as a reward. The tight and revealing clothing gives the impression that their bodies are to be lust over. It could be argued that the man's body presented as a 'spectacle', due to the muscle definition on his arms and a strong jaw line. He is not objectified, but the audience is encouraged to admire that he has worked hard to achieve a body like that.
She believes that over time, society's view on gender and masculinity changes. What was seen as masculine in 1967, can now be viewed as 'hyper masculine'. There is a lot more representation now a days of men not being afraid to express themselves in a more traditionally feminine way, yet they are still seen as masculine - showing that our ideas have changed. The hyper masculine man is no longer the ideal. [Show Less]