Advertising and Marketing: Score Hair Cream CSP

 1.) Advertisement had changed within the 1960’s to now include women in their adverts in ever so slightly free, however in the Score hair cream advert the objectification of women is extremely prominent, women being shown as almost slaves who are the secondary and subordinate gender which would abide to stereotypes around women in the 1960’s.

2.) After a post war society, British media portrayed women to be ever so slightly more liberated than before due to the fact that whilst males were on the front lines women had to take over their jobs. This means that women were still socially belittled however nit as much as they had been previously, so slight progression towards an equal society.

3.) The framing of each of the characters is significant due to the prevent power imbalance between the two genders portrayed, presenting the male sex to be more dominant and powerful and in control than the female sex. Making women seem inferior to males which provides sexiest ideals towards audiences but within a 1960’s society this was wrongfully common and average. 

4.) The narrative of the Score hair cream advert connotes its sexist views onto an audience which implies that most users of this product would follow similar ideologies as the brand, also further implying on his unjust views were common knowledge for that periods society. 

5.) A 1960’s audience would have responded no where near negative to this because of how common sexist ideologies like this were, if anything they would have agreed with its connotations and supported it. On the contrary, a 2020’s audience would have responded extremely negatively towards the advert due to the growing sense of equality for all, thus advert suggests highly against equality so a modern audience would have not agreed with it’s connotations at all. 

6.) The slogan that the advert uses is “Get what you’ve always wanted” which may have two connotations, one being a persuasive one being if you buy this product you will become the height of masculinity and many ladies will be interested in you sexually. The other connotation may link towards British colonialism, the empire often got what they set they goal out to be so this slogan may be a nod towards Britain’s colonial past.

7.) Using Mulvey’s “male gaze” theory, I can infer that the women in the picture have been objectified for the males use and pleasure, both within the advert where they act as servants and admirers for the male actor and for audiences, acting as objects to look and lust over due to their physical appearances and submissive framing which was highly wanted within a woman in the 60’s.

8.) David Gauntlets theory of gender being performative could link towards his advert due to the traditional roles, almost characters, that the actors and portraying, proving the idea of gender to not be an identity but a performance for these actors within the advert. 

9.) The 1967 decriminalisation of homosexuality was a movement that passed homosexual relationships to be legal and societally acceptable although many still rejected this community. This advert shows no indications of homosexuality which could be inferred as a lack of real representation for a wider audience which was common within this time period.

10.) Britain’s colonial past could be reflected in this advert through its slogan of “Get what you’ve always wanted” which  may reflects the empires selfish endeavour to take whatever they pleased.

THE DRUMS: THIS BOY CAN ARTICLE

1.) The writer suggests that society may face a “growing ‘boy crisis” due to the lack of awareness surrounding “issues affecting boys”, the article also implies that due to a new focus on attempts of helping young girls grow not enough attention has been placed on male children.

2.) The Axe/Lynx branding has changed to portray a different kind of masculinity by repositioning, improving its sales growths and investing in proper research.

3.) Campaigner David Brockway quotes advertisers to “totally reinvent gender constructs”, for example some boys rebuking the stereotype of pink for girls and blue for boys by some male children enjoying pink.

4.) Families and society has become more left wing and liberated, meaning acceptance of all and diversity is being more widespread so companies are now advocating for it since that would create common ground between their audience and their product/ company.

5.) Fernando Desouches, Axe/Lynx’s global brand development director, quotes that we’ve got to “set the platform” before we explode the myth of masculinity because of this lack of support for young boys.