Blog task: Score advert and wider reading
1) What year was the advert produced and why is the historical context important?
The advert was created in 1967, this means that feminism was a still-developing ideology. This advert would have been unacceptable in modern day society.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
There are multiple mise-un-scene instances that actively promotes male dominance; not only is the main figure within the advert male, but the man is also being lifted above the heads of the females, this makes the male seem not only above the females, but also makes the male seems as if he's being worshipped by the women within the advertisement, this idea is also supported by the reaching hands looks given by the women as well. The male figure is also fully covered while the women are not, this provides male gaze for the male audience while helping to continue over-sexualize women. The gun within the advertisement is also a sign of a phallic symbol, this also promoted male dominance.
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 implies that the product in the advertisement can get you what you want; in this instance, the slogan implies that all men want women, this both stereotypes men and also sexualizes and degrades women.
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"?
These texts imply that women didn't make these products because they cant make a good quality item, along with this it makes the product seem far more masculine, this solidifies the ideology and importance of masculinity in past.
5) What representation of sexuality can be found in the advert?
All the women in the advert are showing far more skin than the male in the advertisement, along with this the gun the male figure is holding promotes masculinity by being a phallic symbol.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advertisement shows one representation of masculinity, one representation is of a fragile masculinity, it appears that men had to consistently reassure that the products were manly in order to make them feel better about themselves, making them feel "manly".
7) How much do you think things have changed with regards to representations of masculinity in advertising?
I believe that there has been an increased idea of having an open idea of individual sexuality no matter the gender.
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The writer suggests that we may face a "growing" boy crisis, this means that as women begin to gain more power, men will feel as if they are losing their power.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe/Lynx changed its marketing from being more typical male stereotypes to giving a far more liberal idea of male success and masculinity, this is mainly due to the more left-wing evolution of modern day society.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
David Brockway suggested that advertisers "totally reinvent" gender constructs, to further prove his point by stating that he cant imagine males beginning to do typical female acts.
4) How have changes in family and society altered how brands are targeting their products?
Before when family and society had traditional views and ideology of the world, this meant products had to support that view; but after the introduction of a more liberal view of life and society as a whole, the business had to target their products to suit that new development.
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 says that you have to set the platform before you explode the myth of masculinity in order to promote the idea that due to the fact that the idea of man is constantly changing
1) What are two ways advertising traditionally presented masculinity?
The advert was created in 1967, this means that feminism was a still-developing ideology. This advert would have been unacceptable in modern day society.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
There are multiple mise-un-scene instances that actively promotes male dominance; not only is the main figure within the advert male, but the man is also being lifted above the heads of the females, this makes the male seem not only above the females, but also makes the male seems as if he's being worshipped by the women within the advertisement, this idea is also supported by the reaching hands looks given by the women as well. The male figure is also fully covered while the women are not, this provides male gaze for the male audience while helping to continue over-sexualize women. The gun within the advertisement is also a sign of a phallic symbol, this also promoted male dominance.
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 implies that the product in the advertisement can get you what you want; in this instance, the slogan implies that all men want women, this both stereotypes men and also sexualizes and degrades women.
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"?
These texts imply that women didn't make these products because they cant make a good quality item, along with this it makes the product seem far more masculine, this solidifies the ideology and importance of masculinity in past.
5) What representation of sexuality can be found in the advert?
All the women in the advert are showing far more skin than the male in the advertisement, along with this the gun the male figure is holding promotes masculinity by being a phallic symbol.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advertisement shows one representation of masculinity, one representation is of a fragile masculinity, it appears that men had to consistently reassure that the products were manly in order to make them feel better about themselves, making them feel "manly".
7) How much do you think things have changed with regards to representations of masculinity in advertising?
I believe that there has been an increased idea of having an open idea of individual sexuality no matter the gender.
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The writer suggests that we may face a "growing" boy crisis, this means that as women begin to gain more power, men will feel as if they are losing their power.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe/Lynx changed its marketing from being more typical male stereotypes to giving a far more liberal idea of male success and masculinity, this is mainly due to the more left-wing evolution of modern day society.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
David Brockway suggested that advertisers "totally reinvent" gender constructs, to further prove his point by stating that he cant imagine males beginning to do typical female acts.
4) How have changes in family and society altered how brands are targeting their products?
Before when family and society had traditional views and ideology of the world, this meant products had to support that view; but after the introduction of a more liberal view of life and society as a whole, the business had to target their products to suit that new development.
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 says that you have to set the platform before you explode the myth of masculinity in order to promote the idea that due to the fact that the idea of man is constantly changing
1) What are two ways advertising traditionally presented masculinity?
- As either savvy, handsome or James bond esque
- A buffoon
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
The two reasons as to why Joseph Gelfer Suggests believes that this needs to change are:
- The effect these representations can have on both the mental and physical effect it can have on men, and the increased misrepresentation of women in society.
- In order for businesses to stay relevant in today's society, businesses need to try and make sure that they evolve along with the constant shifting change of society and sexual identity.
3) What are the five stages of masculinity?
Stage 1: “unconscious masculinity” – traditional view of men
Stage 2: “conscious masculinity” – as above but deliberate
Stage 3: “critical masculinities” – feminist; socially constructed
Stage 4: “multiple masculinities” – anyone can be anything
Stage 5: “beyond masculinities” – it doesn’t exist
4) Take the Five Stages of Masculinity Personality Inventory test to see what stage of masculinity you are at. Where did it suggest your views are currently? Do you agree with its assessment? You can read more about the five stages of masculinity here.
I got stage 4 “multiple masculinities” – anyone can be anything, I do believe that this accurately represents my belief that anyone can be who they want to be.
5) What stage of masculinity was the Score advert aiming at in 1967?
I believe that the score advertisement was aiming at both stage 1 and stage 2 of masculinity
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
The stages of masculinity are important for businesses to understand as it helps the businesses market their products to the appropiate target market.
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