score cream

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?
This advert was made in the 1960s. This is important in terms of context due to the fact that around this time women were standing up for their rights in order to achieve equality more than they had at that point in time. This is a clear link to the Score hair cream advert as is it evidently sexist.

2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?

Costume
The costumes of the models display dominance due to the fact that the women have minimal clothing clothing on, meaning that we are able to see a lot of skin, whereas with the man, who is the main interest in the advert, only has his arms showing, which presents this idea of dominance and strength compared to the women as well as any challengers.

Lighting
The lighting of the set uses key lighting as well as some filler lights to make sure that there aren't any shadows that are visible. This may have been done to highlight body part to make the women look more desirable. This helps reinforce the idea of this advert being heavily heterosexual due to the fact that it is suggesting that if you use this product, you will get beautiful girls, just like this man seemingly has done so.

Actor Positioning
The positioning of the actors assists in displaying the power of the gender roles at this point in history as the women are on the sides of the man in the middle, which already represents power

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?

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"?

5) What representation of sexuality can be found in the advert?

It can be argued that this advert is perhaps trying too hard to be straight and shies away from being gay whatsoever. This is clear from the body of text at the bottom of the advert which says "Made by Men" which suggests that the producers of this advert are trying to suggest that there were no women in the making of this product, making it 100% for mex and therefore 100% straight, which supposedly was a good thing as being homosexual was only legalised in 1967, the same year as this advert was created, therefore invoking the idea that even after it was decriminalised, it still wasn't a good idea to be an open homosexual.

6) How does the advert reflect representations of masculinity in advertising 50 years ago?

7) How much do you think things have changed with regards to representations of masculinity in advertising?


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 suggest that there is a lack of men being empowered in advertising tofay, siallowing growing boys to see a variety of role in performing that gender, which could cause wrong or incorrect views in the future.

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

Lynx/Axe have changed their marketing campaigns to make it seem as if men don't jut want to be surrounded by women and instead focues on themselves and their lives. This therefore pdisplays masculinity in a different light as it shows other thing than just being around women.

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

Brockaway is suggesting that we need to be living in a world without stereotype as they are harming our youth in their preferences and potentially blocking out other possibilities of opinions and tastes.

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

These changes have forced brands to advertise to appeal to both genders in order to reach thier netire market as not doing so would be a waste or advertising and marketing money.

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?

Desouches suggests that you need to give the audience what they know and what they are used to, before you can explore new ideas as well as myths that haven't perhaps been looked into before.
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?

• One for the ladie, James Bond esque style guy
• A buffoon who wa under the control of thw wife character.

2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?

• A traditional take on masculinity is harmful to the wellbeing
• masculinity is constantly changing and brands need a versatile response in order to engage with consumers and stay relevant.

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 was recoreded as stage 4 of masculinity
5) What stage of masculinity was the Score advert aiming at in 1967?
Stage 1 of unconscious masculinity
 6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
Stages 1, 3 and arguable 4 can be important for advertisers as they allow the advertisers to consreuct their demographic and aim thir products accordingly, this would obviously allow for more appeal to the product as if that is who teir market is then the product should perform well in sales and popularity.

representation introduction

1) Different groups represented in Taken trailer:
Men
Women
Americans

2)Men: the portrayal is definitely dominant; Liam Nelson's character must be portrayed to be as strong, brave, all-knowing and dominant in the movie, and the trailer represents him as exactly that. An example of this is his dominant, confident tone during the call, where he establishes his bravery. The reading becomes dominant through this, as the audience translates this reading as what producers aimed for it to be.

Women: the portrayal is once again dominant; for the sake of the story-line, producers must make the daughter in the trailer seem weak in order for the story to move forward and open the sequence of events. This dominant reading was very well received by the audience, as strong evidence to mould their reading was used; for example, when the daughter called her father in tears, in a frightened state. This reinforces the stereotype that women are weak and cannot save themselves.

Americans: The producers very confidently tried to enforce the stereotype that Americans are heroes and the most powerful in every action movie. This means that there is a dominant portrayal, once again, of Americans.


3)One group that may be offended by this trailer is the European. This is due to Americans exploiting this group as the weak villains in mostly every action movie, enforcing stereotypes that Europeans will never be as smart or as powerful as Americans. 

Another group that may be offended by this trailer is women; this trailer portrays the father (men) as the brave heroes and the daughter (women) as the 'damsel in distress' that is incapable of saving herself and therefore needs a man to rescue her. This offends women as it reinforces the stereotype that men must be the protectors of women, as they cannot protect themselves.

MIGRAIN index

1) Introduction to Media: 10 questions
2) Media consumption audit
3) Language: Reading an image - advert analysis
4) Reception theory
5) Semiotics: icons, indexes and symbols
6) Genre: Factsheets and genre study questions
7) Narrative: Factsheet questions
8) Audience: classification - psychographics presentation notes
9) October assessment learner response
10) Audience theory 1 - Hypodermic needle/Two-step flow/U&G
11) Audience theory 2 - Bandura and Cohen - moral panic
12) Audience theory: Media Effects factsheet
13) Industries: Ownership and Control
14) Industries: Hesmondhalgh - The Cultural Industries
15) Industries: Public Service Broadcasting
16) Industries: Regulation

17) Industries: Brand Values and Lines of Appeal

18) Representation: Introduction - Taken trailer analysis
19) Representation: Theory - MM article and application of theory
20) Representation: Feminism - Everyday Sexism & Fourth Wave MM article 
21) Representation: Feminist theory
22) January assessment learner response
23) Representing ourselves: Identity in the online age - MM article & Factsheet
24) Ideology: BBC Question Time analysis and binary opposition
25) Ideology: MM reading on ideology and the wider media

January assessment feedback

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: 

• Some good ideas

EBI: 

• Don't apply media theories, but merely state them.
• give clear examples and evaluate using media terminology
• improve written English

2) Read the mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.

• conglomerate owner ship
• Maintain control and profit at every stage of chain of production (vertical int.)

3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment?

1/10
4) Look at your answer for Question 1. Did you manage to write about three different strategies and three different benefits? It's vital you read the question and follow it exactly.

I did not write about write about 3 strategies.
5) Look at your answer for Question 2. Did you follow the question guidance and write about both the BBC and commercial broadcasters? What could you have added to this answer to reach a higher mark?

I wrote about public service broadcasting and talked about the digital age.
6) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20 mark essay question on media effects theory. Write a new paragraph for this question based on the suggested theories/answers in the mark scheme. Make sure it is an extensive, detailed paragraph focused on the question and offering examples from the wider media. 

Feminist Theory

1)The article focuses on a period drama aired in America called "Pan Am" and the music video for the Beyonce song "Why Don't You Love Me."

2)This idea mentioned is that the females in both texts are for men to look at, linking to the idea that sex sells. An example of which in the first media text is through a magazine cover, which display the main character, "Laura," as a stewardess in tight but suggestive clothing. Also, it highlights the fact the the pilots and stewards would stay in expensive and luxurious hotel, which to an extent may not as true to this day, potentially giving the counter hegemonic reading that the representation of pilot and in flight can crew are inaccurate.

The Beyonce music video refers to the 1950s' typical housewife, who is cleaning and making sure that the house is ready and perfect for the huband, who would be at work, whilst the wife would be at home, looking after the children etc. Of course, this is a misrepresentation of women n the modern era as it i more common for the role of housewife/husband to be hared amongst the parent whilst both maintaining prestigious careers.

3)Thee texts display that there is infarct a need for feminism as both texts are misrepresenting women in a way that wouldn't be dreamed of doing nowadays without receiving bad press, creating a PR nightmare for the producers and workers at the studio.

4)Feminism: A movement aimed at defining, establishing, and defending women's rights and equality to men

Nostalgia: A sentimental long term feeling for the past, often only reminiscing on the positives of that time.

Patriarchy: An ideology that places women above women/ places men in a dominant position.

Male gaze: The idea that women are for men to look at, providing some sort of pleasure. This idea links to the idea that sex sells, and women are normally exploited in order to increase sales, reinforcing this idea that they are there to be objectified by the male gaze and not much else.

Music Video Analysis (Why Don't You Love Me- Beyonce)

1) This video reinforces the idea that gender roles are simply put, a performance, due to the fact that constantly throughout this music video, we see Beyonce carrying out various activities that would normally be perceived as a woman's job, some more than others. This reinforces the idea of performances as if someone becomes normalized to these ideas.

2)This video challenges normal stereotypes, yet reinforces them, a clear example of this is the clip at the beginning when Bey is attempting to repair her car, which in my opinion is oversexualized, challenges the stereotype as mechanical tasks are something which wouldn't normally be carried out by a woman as people, in the era that this video is set in, may have deemed it too difficult for a woman to do. Although, this does reinforce the stereotype as she was unable to complete it.

3)Beyonce does empower women as in this video she stands up to her counterpart, that of which we don't know the gender, promoting self worth to everyone and the fact that everyone should know that they are indeed worth something. Although, importantly, every time she does try to stand up to her partner, she is crying, potentially suggesting weakness in women instead of making.

Jay Will-Gangsta

1) How does the video suggest representations of masculinity have changed in recent years?

This video displays how men no longer have to be tough or act like something they are not. Furthermore, the dancing in this video may be considered feminine by many so we can assume that men have changed they're mannerisms in recent years.2) What does David Gauntlett suggest about representations of men in the media over the last 20 years?

David Gauntlett believes that men and woman are somewhat restricted within certain gender roles.Gauntlett looked at men’s lifestyle magazines in the same way McRobbie looked at women’s magazines. He found a new, quite different representation of masculinity 
3) What is YOUR view on the representation of men and masculinity? Are young men still under pressure from the media to act or behave in a certain way?

I believe men are still pressured to act a certain way but it is to a lesser extent than about 20 years ago as there have been many changes to expectations, however there is still basic things a man is expected to do over women.

Introduction to Feminism

1) Why did Laura Bates start the Everyday Sexism project?

Laura Bates had started the Everyday Sexism project because she wanted the public and the population to be aware of the issues that Women face in the daily lives such as sexual harassment and rape. Also, she had started this project because she had experienced being sexually harassed 3 times in a week in public and she wants the public to be aware of it and she also wants people to speak about this crucial issue which needs to be stopped because innocent women are losing their lives for nothing.   

2) How does the Everyday Sexism project link to the concept of post-feminism? Is feminism still required in western societies?

The two concept link everyday sexism project and post feminism because they both have an aim to retaliate and stand up against sexual harassment and want to put a stop to sexual harassment.

3) Why was new technology essential to the success of the Everyday Sexism project?

New Technology was an essential part to the success of the Everyday Sexism project because the Everyday Sexism project was set up as a website online where women and men could share their stories to everyone and then other people could read them and make them aware of the issue and they could share their story and slowly more and more people would get involved which meant that more people knew about it and this meant that more voices could be heard so that the issue could slowly be resolved and less women would be dying and loosing their lives.

4) Will there be a point in the future when the Everyday Sexism project is not required? What is YOUR view on the future of feminism?

In my opinion, I think that there will be a point in the future where the Everyday Sexism project is not required because I think that, the public will realise that this is a serious issue and that eventually people will realise not to do it and also all women are equal and no one should be judged in a negative way and I think that this issue will be resolved.

1) This is the spreading of feminism through the use of the internet through hashtags and websites, a clear example being the website that the lady in the "Ted-ED Talk" created to share stories of sexual assault.

2)First wave: early 20th century, suffragette movement (right to vote).

Second wave: 1960s – 1990s, reproductive rights, abortion, equal pay.

Third wave: 1990s – present, empowerment, reclaiming of femininity (high heels, sexuality etc. See Angela McRobbie's work on women's magazines).

Fourth wave: 2010 – ongoing, use of new technology and digital media (social media) for activism.

3)Everyday Sexism

This organisation was started by an angered woman who was tired of being cat called and touched inappropriately. People told her that sexism was no longer a problem, although she experienced it first hand. It was because of thi, he tarted the "Everyday Sexism" campaign which started as a blog type of website where women could hare their experiences, and to Laura Bate' surprise,there were people who had experienced similar problems to what she had. This had gained attention through the website, as well as the well known twitter hashtag "Everyday Sexism" which has helped make the feed more personal and instant.

HeForShe

This programme mainly focuses on male support to achieve gender equality, it tries to highlight that feminism is about solidarity, rather than women being leaders. A question explored when asked if she had any tips for teenage girls whose parents believe they should be a stay at home mum, rather than have a successful career. To which Watson responded, "Why not have both?" Although, people have criticized this movement for being too reliant on males for a change, instead of promoting the strong female ideology that feminism it trying to represent a a whole.

FCKH8 Campaign

This campaign focuses on completely alternative representation, one of which spiraled from a YouTube video of a girl using foul language. This video was used a an outlet of emotions and opinions that society has an imbalance in term of offences. it was described as an oppositional paradigm of the young female. This campaign is for profits and in order to do so, there needs to be a product, in this case it is feminism based merchandising, such as t-shirt, which obviously appeal to feminists. Of course, this created a heavy backlash, although, it did create a heavy message of about the feminist movement in the 21st Century and how things should change, in terms of representation, etc.

This Girl Can

This campaign promotes fitness for women without the body shaming that comes with it, which is commonly on display in such a competitive and cutthroat industry. However, this campaign has been criticized heavily by other feminists on social media. Another online petition created by feminists is the petition to stop taxing tampons, a necessity for women, as a luxury item, meaning that they will have to pay more when in need for them

4)I agree with the idea that there is a 4th wave of feminism due to how people can be informed through social media influencer a well as online campaigns, such as some of the one mentioned in the question before this. These can help inform and educate the ignorant about feminism as well as provide a platform that some feminist activists may have been reluctant to use because of a lack of confidence for example.

1) Why did Laura Bates start the Everyday Sexism project?

Laura Bates had started the Everyday Sexism project because she wanted the public and the population to be aware on the issues that Women face in the daily lives such as sexual harassment and rape. Also, she had started this project because she had experienced being sexually harassed 3 times in a week in public and she wants the public to be aware of it and she also wants people to speak about this crucial issue which needs to be stopped because innocent women are loosing their lives for nothing.   

2) How does the Everyday Sexism project link to the concept of post-feminism? Is feminism still required in western societies?

The two concept link everyday sexism project and post feminism because they both have an aim to retaliate and stand up against sexual harassment and want to put a stop to sexual harassment.

3) Why was new technology essential to the success of the Everyday Sexism project?

New Technology was an essential part to the success of the Everyday Sexism project because the Everyday Sexism project was set up as a website online where women and men could share their stories to everyone and then other people could read them and make them aware of the issue and they could share their story and slowly more and more people would get involved which meant that more people knew about it and this meant that more voices could be heard so that the issue could slowly be resolved and less women would be dying and losing their lives.

4) Will there be a point in the future when the Everyday Sexism project is not required? What is YOUR view on the future of feminism?

In my opinion, I think that there will be a point in the future where the Everyday Sexism project is not required because I think that, the public will realise that this is a serious issue and that eventually people will realise not to do it and also all women are equal and no one should be judged in a negative way and I think that this issue will be resolved.

MIGRAIN INDEX

1) Introduction to Media: 10 questions
2) Media consumption audit
3) Language: Reading an image - advert analysis
4) Reception theory
5) Semiotics: icons, indexes and symbols
6) Genre: Factsheets and genre study questions
7) Narrative: Factsheet questions
8) Audience: classification - psychographics presentation notes
9) October assessment learner response
10) Audience theory 1 - Hypodermic needle/Two-step flow/U&G
11) Audience theory 2 - Bandura and Cohen - moral panic
12) Audience theory: Media Effects factsheet
13) Industries: Ownership and Control
14) Industries: Hesmondhalgh - The Cultural Industries
15) Industries: Public Service Broadcasting
16) Industries: Regulation

17) Industries: Brand Values and Lines of Appeal