Advertising: Score case study and wider reading
Advertising: Score case study and wider reading
We have already studied the changing representation of women in advertising but there is no doubt that the portrayal of men and masculinity has also changed significantly too.
Our first advertising CSP, the 1967 Score hair cream advert, provides a compelling case study for the representation of both men and women.
Notes from the lesson and the blog task are below.
Hypermasculinity in advertising
Hypermasculinity is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality.
Advertising in the 1950s-1980s often featured a hypermasculine representation of men – and some representations in the media today still continue this.
Advertising in the 1950s-1980s often featured a hypermasculine representation of men – and some representations in the media today still continue this.
Gelfer: Changing masculinity in advertising
Joseph Gelfer, a director of masculinity research, suggests that the way masculinity is represented in advertising is changing. Looking at advertising over the last 20 years:
“Previously, masculinity was mostly presented in one of two ways: either a glamorous James Bond-style masculinity that attracted ‘the ladies’, or a buffoon-style masculinity that was firmly under the wifely thumb.
Thankfully, and somewhat belatedly, things are beginning to change.” (Gelfer, 2017)
Gelfer: Five stages of Masculinity
Gelfer suggests there are five stages of masculinity – how people perceive and understand what it means to be a man.
Gelfer suggests there are five stages of masculinity – how people perceive and understand what it means to be a man.
Stage 1: “unconscious masculinity” – traditional view of men (SCORE)
Stage 2: “conscious masculinity” – as above but deliberate
Stage 3: “critical masculinities” – feminist; socially constructed
Stage 4: “multiple masculinities” – anyone can be anything (THAT BOSS LIFE)
Stage 5: “beyond masculinities” – it doesn’t exist
Gelfer says advertisers need to think about how their target audience views men and masculinity when creating campaigns.
Masculinity in crisis? David Gauntlett
Media theorist David Gauntlett has written extensively on gender and identity. He disagrees with the popular view that masculinity is ‘in crisis’:
“Contemporary masculinity is often said to be 'in crisis'; as women become increasingly assertive and successful… men are said to be anxious and confused about what their role is today.”
Instead, Gauntlett suggests that many modern representations of masculinity are “about men finding a place for themselves in the modern world.” He sees this as a positive thing. (Gauntlett, 2002)
“Contemporary masculinity is often said to be 'in crisis'; as women become increasingly assertive and successful… men are said to be anxious and confused about what their role is today.”
Instead, Gauntlett suggests that many modern representations of masculinity are “about men finding a place for themselves in the modern world.” He sees this as a positive thing. (Gauntlett, 2002)
Score hair cream advert: CSP context
The Score hair cream advert is an historical artefact from 1967. It should be examined by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques.
Context: 1967 can be seen as a period of change in the UK with legislation on (and changing attitudes to) the role of women – and men – in society. Produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act, the representation of gender 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.
Blog task: Score advert and wider reading
Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising.
Score hair cream advert
Answer the following questions to ensure you have a comprehensive textual analysis of the Score hair cream advert:
1) What year was the advert produced and why is the historical context important?
The score hair cream advert was produced in 1967 and the historical context is important so we can find out more about the time era and what society was like at that time.
2) Analyse the mise-en-scene in the advert how is costume, make-up and placement of models constructed to show male dominance?
The Mise en scene in this advert is very crucial aspect of this advert as there are certain traditions and stereotypes that are reinforced to the audience through the costumes of the girls which highlight them as being very sexual and dependant on the male as they are reaching up to him and this suggests that he is quite superior. The idea that the women are placed beneath him and he is above also may be reinforcing the idea that he has the role of the leader who has the gun which is a phallic symbol which is used to convey that he needs this to gain something otherwise without this he is nothing.
The Mise en scene in this advert is very crucial aspect of this advert as there are certain traditions and stereotypes that are reinforced to the audience through the costumes of the girls which highlight them as being very sexual and dependant on the male as they are reaching up to him and this suggests that he is quite superior. The idea that the women are placed beneath him and he is above also may be reinforcing the idea that he has the role of the leader who has the gun which is a phallic symbol which is used to convey that he needs this to gain something otherwise without this he is nothing.
3) The main slogan is: 'Get what you've always wanted'. What does this suggest to the audience and how does it reflect the social and cultural context of 1967?
The slogan is saying 'get what you've always wanted' which is the use of Direct mode of address which provides the audiences with a sense of desire and imagination of this fantasy that he has achieved through this product as this anchors the meaning of the slogan. This provides Diversion for the audiences and a sense of escapism. This reflects the social and historical context because it reinforces the idea that a males are the leaders as there is representation of this hypermasculinity.
The slogan is saying 'get what you've always wanted' which is the use of Direct mode of address which provides the audiences with a sense of desire and imagination of this fantasy that he has achieved through this product as this anchors the meaning of the slogan. This provides Diversion for the audiences and a sense of escapism. This reflects the social and historical context because it reinforces the idea that a males are the leaders as there is representation of this hypermasculinity.
4) Why is it significant that the advert text says it is "made by men" and that it also contains "Score's famous masculine scent"?
It is significant that the advert says that this product is ''made by men'' and has a ''masculine scent'' reinforces the idea that the males position was seen as dominant and superior which makes the product appear in a better light. Also the fact that it is important to have this scent so that you can also live this fantasy that this guy is living in this advert.
It is significant that the advert says that this product is ''made by men'' and has a ''masculine scent'' reinforces the idea that the males position was seen as dominant and superior which makes the product appear in a better light. Also the fact that it is important to have this scent so that you can also live this fantasy that this guy is living in this advert.
5) What representation of sexuality can be found in the advert?
The representation of sexuality being presented to the audience is through the females having quite a sexual way of being represented and only being partially clothed where as the male is clothed fully which reinforces the idea that women are being represented as sexual objects within this. This means that the power dynamic is more focused on the males and the advert is very gratuitous as the image doesn't represent the product being presented.
The representation of sexuality being presented to the audience is through the females having quite a sexual way of being represented and only being partially clothed where as the male is clothed fully which reinforces the idea that women are being represented as sexual objects within this. This means that the power dynamic is more focused on the males and the advert is very gratuitous as the image doesn't represent the product being presented.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert reflects the representation of masculinity very well because 50 years ago male were seen to be more dominant and superior just like he is portrayed in this advert as above the females as a kind of leader.
The advert reflects the representation of masculinity very well because 50 years ago male were seen to be more dominant and superior just like he is portrayed in this advert as above the females as a kind of leader.
7) How much do you think things have changed with regards to representations of masculinity in advertising?The representations of masculinity in my opinion have changed significantly than the past because now both sexes are equally sexualised and there is the idea of the female gaze as well as the male gaze so pleasures are constructed for both genders.
The Drum: This Boy Can article
Read this article from The Drum magazine on gender and the new masculinity. If the Drum website is blocked, you can find the text of the article here. Think about how the issues raised in this article link to our Score hair cream advert CSP and then answer the following questions:
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The writer suggests that we may be facing a growing boy crisis because of the fact that the wrong sex is being over powered and women are being given a subordinate position as a result. However the writer claims that we don't really tackle the issues affecting boys that much as there is a bias that they just need to man up rather than actually reveal any issues.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
The Axe Lynx brand has changed the way it is being advertised as it presents more diverse definition of what a man actually is and how they are able to 'find their magic' in whatever way they oppose to which contradicts other representations of men.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
David Brockway claims that advertisers ''Totally reinvent gender constructs'' which means that there are still stereotypes being portrayed of the masculine identity because males are not represented as liking pink or worrying about getting dirty whilst girls are so which why he says that advertisers are making adverts that suit society rather than offering alternative representation.
David Brockway claims that advertisers ''Totally reinvent gender constructs'' which means that there are still stereotypes being portrayed of the masculine identity because males are not represented as liking pink or worrying about getting dirty whilst girls are so which why he says that advertisers are making adverts that suit society rather than offering alternative representation.
4) How have changes in family and society altered how brands are targeting their products?
Changes in the family and society have led brands to alter the way they promote certain products because the internet is allowing the audience to have their say in certain things which is pursuing change in certain representations of brands.
Changes in the family and society have led brands to alter the way they promote certain products because the internet is allowing the audience to have their say in certain things which is pursuing change in certain representations of brands.
5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity?
Fernando Desouches Axe Lynx global brand director claims you have to set the platform before exploding the myth of masculinity because the way certain looks and appearances are represented help to promote the product more by showing audiences the actual view of a male identity by putting these fake ones aside.
Fernando Desouches Axe Lynx global brand director claims you have to set the platform before exploding the myth of masculinity because the way certain looks and appearances are represented help to promote the product more by showing audiences the actual view of a male identity by putting these fake ones aside.
Campaign: Why brands need to change
Read this Campaign article on Why brands need to change their approach to marketing masculinity. If the Campaign website is blocked, you can find the text of the article here. Think about how the article relates to our work on gender and advertising then answer the following questions:
1) What are two ways advertising traditionally presented masculinity?
The two ways advertising traditionally presented masculinity is altruistic and self serving.
Read this Campaign article on Why brands need to change their approach to marketing masculinity. If the Campaign website is blocked, you can find the text of the article here. Think about how the article relates to our work on gender and advertising then answer the following questions:
1) What are two ways advertising traditionally presented masculinity?
The two ways advertising traditionally presented masculinity is altruistic and self serving.
- Altruistic meaning that traditional masculinity causes problems or represents women as being subordinate.
- The self serving reason is that masculinity is continually changing and shifting as brands are using this as a reason to promote their products which is increasing competition.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
Joseph Gelfer suggests that this needs to change because the adverts are carrying on being repetitive and just portraying masculinity in a stereotypical aspect will only increase fewer justice and less diversity.
3) What are the five stages of masculinity?
5) What stage of masculinity was the Score advert aiming at in 1967?
The stage of masculinity that the score advert conveyed was stage one has it reinforced a traditional view of men.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Joseph Gelfer suggests that this needs to change because the adverts are carrying on being repetitive and just portraying masculinity in a stereotypical aspect will only increase fewer justice and less diversity.
3) What are the five stages of masculinity?
- stage 1- ''unconscious masculinity''-traditional views of men
- stage 2-''conscious masculinity''-same as above but deliberate
- stage 3-''critical masculinity'' -feminists socially constructed
- stage 4-''Multiple masculinity''-anyone can be anything
- stage 5-''beyond masculinity''-It doesn't exist Gender fluidity
5) What stage of masculinity was the Score advert aiming at in 1967?
The stage of masculinity that the score advert conveyed was stage one has it reinforced a traditional view of men.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Each of these stages are significant as it gives a route to advertisers in what they should have within their adverts in order to improve diversity and give a different source of segmentation of men within adverts.
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