Score advert
1) This was produced a few years before the equal pay act came about and when homosexuality was made legal and women were becoming much more equal.
2) The mise-en-scene in this ad highlights the fact that the advert is targeting men. The women are dressed much less covered then the man which sexualises them and makes them attractive to men's eyes and this helps sell the product seeing as it is a male product. The women are also made to carry him which makes it seem as if he is their king or has power and they are looking at him as if they admire him however he is not paying attention to them so this portrays the women very negatively.
3) The slogan (Get what you've always wanted ) uses direct mode of address. This suggests that it is targeting the male audience and lure them into buying the product. This slogan also denotes the idea of hyper masculinity, the male fantasyof desirability and success and anchors the meaning. This links to historical context because it portrays patriarchy and how the purpose of a women was to look good and only to have sex with.
4) It is significant that the advert text says it is 'made by men' because it shows how only a man would know what a man wants and gives the male target audience reassurance of what they buy because it's masculine. It also puts pressure on men to be more masculine and like other men. It is also significant because it contains 'Score's famous masculine scent'because it suggests that this is the only hair cream which you can get anything with and always be masculine because you can have a successful sexual life.
5) The representation of sexuality that can be found in the advert is significant. The women are objectified with their purpose only being sexual and giving pleasure to the males.
6) The advert reflects representations of masculinity in advertising 50 years ago because it shows how the male isdominant over the females and therefore able to own them. This links to historical context because women were seen as their husbands properties.
7) The representations of masculinity in adverting has changed significantly. This is because there is equality in the view that men are now being more sexualised than before, which links to the 'female gaze'. Additionally, there are adverts that promote homosexuality, gay men in adverts which were frowned upon then but now seen as the norm.
The Drum: This Boy Can article
1) The writer suggests that we may face a "growing boy crisis" because we are empowering the wrong sex. The writer suggests that we are less equipped with issues which affect boys and that there is a unconscious bias that males should simply 'man up' and deal with any crisis of confidence themselves.
2) The Axe/Lynx has changed its marketing to present a different representation of masculinity as they present a morediverse definition of what it means to be a 'successful' man and to relive their pressure. This led to the step-change 'Find Your Magic' campaign from the former bad boy brand.
3) The campaigner David Brockway suggests advertisers 'totally reinvent gender constructs'. This implies that he dare to paint a world where boys like pink, don't like going out and getting dirty, or aren't career ambitious.
4) Changes in family and society altered how brands are targeting their products because they use stereotypical element. "As Miller says, the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalise different scenarios by largely failing to portray this new normal."
5) Fernando Desouches, Axe/Lynx global brand development director says you have got to "set the platform" before you explode the myth of masculinity?, because there are changing meanings of what it means to be a man and what it means to be successful. He is trying to make men more comfortable in their own skin and empower them as they are more emotional than women.
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:
- Glamorous James Bond-style masculinity that attracted ‘the ladies’
- Traditional worker
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
Altruistic- traditional masculinity causes problems for both the wellbeing of men and women.
Self-serving- masculinity is constantly shifting and brands need an equally agile response in order to engage with consumers and remain relevant and competitive.
3) What are the five stages of masculinity?
Stage 1- "unconscious masculinity"
Stage 2- "conscious masculinity"
Stage 3- "critical masculinities"
Stage 4- "multiple masculinities"
Stage 5- "beyond masculinities"
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.
The five stages of masculinity stated that I am on stage 3 of The Five Stages of Masculinity. I don't agree with this assessment because I wouldn't say that I am an active feminist and I'm not sure where I stand on the thought that gender roles are socially constructed rather than being biological.
5) What stage of masculinity was the Score advert aiming at in 1967?
The Score advert was aiming at stage 1 of the five stages of masculinity.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
The five stages of masculinity is important for companies and advertisers when targeting their audience as they will be aware of the beliefs of that audience, meaning they can create campaigns that are parallel with those beliefs and therefore attract that audience to their product.
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