Score Advert

Judith Butler -

On gender as performed or performative... to say that gender is performative is a little different because for something to be performative means that it produces a series of effects. We act and walk and speak and talk in ways that consolidate an impression of being a man or woman.

Roland Barthes -

Semiotics.

SCORE -

1. What is the product being sold?
   Score Hair Cream
2. How does this advert create desire for this product?
   It puts a man being carried by women onto the poster to make them think they're getting what they wanted.
3. What is the idea being sold?
   It sells the idea that if men buy the product then they will be liked by women.
4. How does Score construct a narrative which appeals to its target audience?
   It puts a man being carried in the jungle by women on the poster and allows the audience to put the pieces together and create the narrative in their heads.
5. How is this reinforced by Mise En Scene?
   They have jungle costumes and leaves in the back, implying that they are in a jungle setting.
6. Can you use semiotics to argue this?
   Yes, because the sign is that there are girls and a man in the jungle. The signified is that if you buy the hair cream that you will get women to like you.
7. How and why audience responses to the narrative of this advert may have changed over time?
   Feminism has become more prominent in more recent years, and being gay has also become more socially acceptable.

In 1967, was the decriminalisation of homosexuality.