Blog task: Score advert and wider reading
1) What year was the advert produced and why is the historical context important?
The advert was produced in 1967 and during that time period women began to get more equality in society
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
The male was fully clothed except from his arms/muscles which shows his masculine side and strength. also, his hairy arms showed his manliness and masculinity. The females were wearing tight and short skirts showing
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"?
During 1960's period men were scared to be judged as homosexual so the text 'made by men' demonstrates its fully masculine and men have made it so it isn't a women's smell only a manly one. This gave them confidence to buy this product as they wont be anxious of smelling like a female and get called out for being 'gay'.
5) What representation of sexuality can be found in the advert?
The only representation is of Heterosexual men and women.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
All ads were presented as hyper masculine.
The Drum: This Boy Can article
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The growing 'boy crisis' refers to the idea that the world are less equipped to talk about the issues affecting boys and males in society. This "growing 'boy crisis'" suggests that although women are generally underrepresented, we are now more familiar with these issues compared to the issues that males have to tackle. The writer suggests that society's unconscious bias (that males should "man up" when they have issues), is the reason that we may face this crisis, as it results in men feeling oppressed.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
It changed its marketing in order to appeal to the male audience who desire to see more diverse definitions of the 'successful man' and show different male identities. The Axe/Lynx brand changed their marketing through the 'Find Your Magic' campaign.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
In the article, Brockway suggests that advertisers should reinvent gender constructs by portraying males in a way that does not reinforce current/traditional stereotypes about masculinity. For example, creating an image where males like pink, or aren't necessarily career ambitious.
4) How have changes in family and society altered how brands are targeting their products?
Conventionally, the male would control the money in the house and how it is spent. However, in more modern households, the females tend to be the ones controlling the household's money and doing the spending. Therefore, brands now target their products towards females more, in order to maintain their sales.
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 says this because by having a platform, it becomes easier for you to get your point across, therefore making it easier to express your views and potentially explode the myth of masculinity. Having a platform means that you have people supporting your efforts and your views, which makes it more likely for people to listen to your opinions about masculinity.
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?
Masculinity is traditionally presented in either a glamorous, James Bond style, or in a 'buffoon' style. James Bond masculinity tends to portray men in quite a glamorous way, suggesting that this is the way to attract females. On the other hand, the buffoon style male is shown to be firmly under the wifely thumb - almost incompetent without the guidance of his wife.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
Gelfer suggests that this needs to change because of altruistic reasons, as well as self-serving reasons. Altruistic reasons refer to the fact that traditional masculinity causes problems in society. For example, it can damage the representations of men and women, impact men's wellbeing and also cause males to feel oppressed. The main self-serving reason is that masculinity is constantly shifting. This means that brands need to avoid repeating cliches, so that audiences remain interested and continue purchasing their products.
3) What are the five stages of masculinity?
Stage 1: unconscious masculinity
According to the assessment, I'm at stage 5 of masculinity. This stage refers to the idea that masculinity doesn't exist and that it is an illusion. I agree with the assessment, but I feel as though I am more at stage 4 than 5, as I believe that masculinity does exist in society but I also think that anyone can be anyone/be free to be who they want to be.
5) What stage of masculinity was the Score advert aiming at in 1967?
I think that the Score advert was aimed at those who are in stages 1 or 2 of masculinity. The advert reinforces traditional ideas about masculinity and different genders roles. The fact that the advert was deliberately created in this way suggests that it is aimed at those in stage 2, who consciously accept and adopt traditional masculinity.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
It's important for companies to consider the the various different stages of masculinity when they are targeting an audience. This is because by identifying which stage their target audience may relate to more, companies can manipulate their knowledge about what people in each stage would believe/support, thus enabling them to include certain ideologies/concepts in their advertisements to make it appeal to their audiences more.
1) What year was the advert produced and why is the historical context important?
The advert was produced in 1967 and during that time period women began to get more equality in society
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
The male was fully clothed except from his arms/muscles which shows his masculine side and strength. also, his hairy arms showed his manliness and masculinity. The females were wearing tight and short skirts showing
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"?
During 1960's period men were scared to be judged as homosexual so the text 'made by men' demonstrates its fully masculine and men have made it so it isn't a women's smell only a manly one. This gave them confidence to buy this product as they wont be anxious of smelling like a female and get called out for being 'gay'.
5) What representation of sexuality can be found in the advert?
The only representation is of Heterosexual men and women.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
All ads were presented as hyper masculine.
The Drum: This Boy Can article
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The growing 'boy crisis' refers to the idea that the world are less equipped to talk about the issues affecting boys and males in society. This "growing 'boy crisis'" suggests that although women are generally underrepresented, we are now more familiar with these issues compared to the issues that males have to tackle. The writer suggests that society's unconscious bias (that males should "man up" when they have issues), is the reason that we may face this crisis, as it results in men feeling oppressed.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
It changed its marketing in order to appeal to the male audience who desire to see more diverse definitions of the 'successful man' and show different male identities. The Axe/Lynx brand changed their marketing through the 'Find Your Magic' campaign.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
In the article, Brockway suggests that advertisers should reinvent gender constructs by portraying males in a way that does not reinforce current/traditional stereotypes about masculinity. For example, creating an image where males like pink, or aren't necessarily career ambitious.
4) How have changes in family and society altered how brands are targeting their products?
Conventionally, the male would control the money in the house and how it is spent. However, in more modern households, the females tend to be the ones controlling the household's money and doing the spending. Therefore, brands now target their products towards females more, in order to maintain their sales.
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 says this because by having a platform, it becomes easier for you to get your point across, therefore making it easier to express your views and potentially explode the myth of masculinity. Having a platform means that you have people supporting your efforts and your views, which makes it more likely for people to listen to your opinions about masculinity.
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?
Masculinity is traditionally presented in either a glamorous, James Bond style, or in a 'buffoon' style. James Bond masculinity tends to portray men in quite a glamorous way, suggesting that this is the way to attract females. On the other hand, the buffoon style male is shown to be firmly under the wifely thumb - almost incompetent without the guidance of his wife.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
Gelfer suggests that this needs to change because of altruistic reasons, as well as self-serving reasons. Altruistic reasons refer to the fact that traditional masculinity causes problems in society. For example, it can damage the representations of men and women, impact men's wellbeing and also cause males to feel oppressed. The main self-serving reason is that masculinity is constantly shifting. This means that brands need to avoid repeating cliches, so that audiences remain interested and continue purchasing their products.
3) What are the five stages of masculinity?
Stage 1: unconscious masculinity
- Traditional view of men
- Masculinity is adopted by someone without thinking about it
- Traditional views of men
- Traditional masculinity has been consciously adopted by someone
- Feminist, thinks masculinity is socially constructed
- People are aware of patriarchy/homophobia in society and want to counter the issues
- Anyone can be anything
- Focused on the freedom to be who they want to be
- Masculinity doesn't exist
- Believe that masculinity is an illusion
According to the assessment, I'm at stage 5 of masculinity. This stage refers to the idea that masculinity doesn't exist and that it is an illusion. I agree with the assessment, but I feel as though I am more at stage 4 than 5, as I believe that masculinity does exist in society but I also think that anyone can be anyone/be free to be who they want to be.
5) What stage of masculinity was the Score advert aiming at in 1967?
I think that the Score advert was aimed at those who are in stages 1 or 2 of masculinity. The advert reinforces traditional ideas about masculinity and different genders roles. The fact that the advert was deliberately created in this way suggests that it is aimed at those in stage 2, who consciously accept and adopt traditional masculinity.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
It's important for companies to consider the the various different stages of masculinity when they are targeting an audience. This is because by identifying which stage their target audience may relate to more, companies can manipulate their knowledge about what people in each stage would believe/support, thus enabling them to include certain ideologies/concepts in their advertisements to make it appeal to their audiences more.
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