Advertising: Score hair cream CSP

 

1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?
Advertising in the 1960s shifted from simple product information to more symbolic and aspirational imagery. The Score advert reflects this by using a fantasy scenario of male power and attraction rather than focusing on the product itself.

2) What representations of women were found in post-war British advertising campaigns?
Women were often shown as passive, decorative, and focused on pleasing men. In the advert, they are positioned as admiring the man, reinforcing their role as objects of desire.

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 military uniform connotes power, authority, and dominance, while the surrounding women signify sexual success and desirability. This suggests that using the product will make men powerful and attractive.

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

The advert creates a fantasy narrative where the man becomes heroic and irresistible to women through using the product. It implies a cause-and-effect relationship between the hair cream and male success.

5) How might an audience have responded to the advert in 1967? What about in the 2020s?
In 1967, audiences may have accepted and admired the masculine ideal presented. In the 2020s, audiences are more likely to view it as sexist and unrealistic.

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?
The advert uses anchorage text and slogans to link the product directly to masculinity and sexual success. The imagery reinforces this by visually showing the “reward” of using the product.

7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?
Liesbet van Zoonen would argue the advert objectifies women for male pleasure, while bell hooks might highlight how it reinforces patriarchal power structures. Judith Butler could suggest gender is being performed through exaggerated masculinity.

8) How could David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?
David Gauntlett would argue the advert offers a narrow and stereotypical version of masculinity. Modern audiences, however, have more freedom to reject or reinterpret this identity.

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)?

The advert presents heterosexuality as dominant and ideal, with women shown as rewards for male success. This links to the 1967 decriminalisation of homosexuality, as society was still strongly heteronormative.

10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
The military imagery reflects Britain’s imperial history and ideas of control and dominance. It reinforces a sense of male authority linked to colonial power.



1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The writer suggests a “boy crisis” exists because men are expected to “man up” and not talk about their problems, leading to issues like higher suicide rates and school dropouts. Society is less equipped to support male struggles compared to female empowerment movements.

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe / Lynx changed from showing men surrounded by women to promoting individuality and self-expression through campaigns like “Find Your Magic.” This reflects a more diverse and realistic version of masculinity.

3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
David Brockway argues advertisers should challenge stereotypes by showing boys and men in non-traditional roles, such as liking “feminine” things or rejecting typical masculine expectations. This would break down harmful gender norms. 

4) How have changes in family and society altered how brands are targeting their products?
Changes in family roles mean men now share responsibilities like shopping and childcare, so brands must target both genders rather than relying on stereotypes. Advertising is slowly adapting to reflect more equal and diverse lifestyles.

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 explains that brands must first establish a familiar idea of masculinity before challenging it, so audiences understand and accept the message. Once this foundation is built, they can begin to break stereotypes more effectively.