Online, Social Participatory Index:

How do the representations in Figure 1 position the audience to desire the Patek Phillipe watch?

The representation in figure 1 is promoting the product of a watch by Patek Phillipe , this positions the audience to desire the Patek Phillipe watch as it conveys it to be long lasting and such a unique product which therefore generates an increase in the audience gratification. The quote located beneath the picture " you never actually own a Patek Phillipe" suggests that this product is extremely rare and that no other watch compares to this product, thus increases the stock market and becomes more popular and the product is viewed to have a higher quality than other companies with the same product but with different qualities. Furthermore, the quote " you merely look after it for the next generation" indicates that the watch is everlasting and that it possesses good quality due to it lasting for a long period of time. Therefore this positions the demographic to desire the Patek Phillipe watch because it instantly draws the audiences attention and causes them to be attracted to the product due to it's qualities as it shows that if you purchase this product it is worthwhile as it lasts for a long period of time.

How are representations of masculinity shaped by cultural and historical contexts?

The representations of masculinity are shaped by cultural and historical contexts in various ways. Through the historical context of "score hair cream print" it was promoted during the 1960's which is pre-feminism meaning that the society was patriarchal and men possessed a lot of dominance within the community. Additionally, women were viewed to be very submissive and vulnerable as men would be seen to have a high status. 

Notes:

The Score hair cream advert is an historical artefact from 1967, as such it can be examined productively by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques.

1967 can be seen as a period of slow transformation in western cultures with legislation about and changing attitudes to the role of women – and men – in society, something that the advert can be seen to negotiate. Produced in the year of decriminalisation of homosexuality the representation of heterosexuality could be read as signalling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire. The advertising techniques of fifty years ago are fundamentally similar to today – if more explicit.