CSP - Score Hair Cream Advert

Media Factsheet - Score hair cream

Read the factsheet and answer the following questions:

1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?

It was an age of new and pioneering advertising techniques. The “new advertising” of the 1960s took its cue from the visual medium of TV and the popular posters of the day, which featured large visuals and minimal copy for a dazzling, dramatic effect. Print ads on the other hand, were more "realistic", focusing more on photography than illustration. The Score advert reflects this change as it uses photography compared to an illustrated image; additionally, the advert itself is much more in your face than other older ads.

2) What representations of women were found in post-war British advertising campaigns?

Women were starting to be viewed as "sex objects" rather than housewives/mothers.

3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image? You may wish to link this to relevant contexts too.

The actors in the advert are all wearing hunting-style outfits/costumes. However, the women are wearing more revealing clothes, while the man is fully dressed. Additionally, they're also carrying the man, who is holding a gun (prop). I think these 2 denotations are trying to reinforce/connote masculinity, as hunting is seen as a "manly" thing and the women are carrying the man, and back then, men were seen as "more important"; outdated stereotypes of men had them working while the women did housework.

4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?

In terms of a narrative, the factsheet suggests that the narrative is that the man is the "hero" of the advert, going by Propp's character theory. And judging by the setting and costume of the actors, the man is the protector/hero of his tribe and is worshipped by the women.

5) How might an audience have responded to the advert in 1967? What about in the 2020s?

An audience in 1967 likely wouldn't think much of it, due to the stereotypes back then and what was also "normal" for them. Nowadays, not so much. Times have changed, and we especially don't view women as inadequate anymore. We're all equal. So for that reason, audiences nowadays will respond a lot more negatively than they would've back in 1967.

6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience?

It tells the audience that this is what they want. Specifically in "get what you've always wanted" and "the great grooming action". They want to sell you on the product, and not only tell you it's the best, but also try to persuade you that THIS is what you've wanted.

7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?

According to van Zoonen, things might seem like they've changed, but they probably haven't. In this advert, we see sexualized women carrying/worshipping a man. Nowadays, we'd see them as just as important as man - however, that doesn't stop advertisers from sexualizing them. 

8) How could David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?

Gauntlett believes that audiences have more of a chance to construct their own gender identity. This relates a lot to the Score ad, as during the time of its release, homosexuality was de-criminalized in the UK; so possibly, they were trying hard to reinforce masculinity to prevent people from exploring themselves/constructing their own identity of masculinity - which would make sense in hindsight, considering they've said "get what you've always wanted". They're trying to convince their target audience of men that they've always wanted and currently want lots of women.

9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)?

I've explained this in the last question, but the ad most likely reinforces heterosexuality/masculinity in an effort to prevent people from becoming homosexual.

10) How does the advert reflect Britain's colonial past - another important historical and cultural context?

The advert reflects Britain's colonial past as the setting of the ad takes place in a jungle; this could possibly relate to the British Empire.

The Drum: This Boy Can article

1) Why does the writer suggest that we may face a "growing 'boy crisis'"?

Because the writer suggests that we could be "empowering the wrong sex".

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?

They changed their marketing from being a "bad boy" to what it means to be a "successful man". Apparently, this more modern representation of masculinity is a lot more favoured.

3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?

He dares advertisers to paint a world where boys like pink, don’t like going out and getting dirty, or aren’t career ambitious, for example.

4) How have changes in family and society altered how brands are targeting their products?

Men are typically running households now. Additionally, they're doing most of the shopping nowadays - because of this, advertisers are aiming to opt for something different.

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?

In his words, he says “This is just the beginning. The slap in the face to say ‘this is masculinity’." He wants to reinforce a new standard for men around the globe - a new era of masculinity, if you will.