Advertising: Score case study and wider reading
We have already studied the changing representation of
women in advertising but there is no doubt that the portrayal of men and
masculinity has also changed significantly too.
Our first advertising CSP, the 1967 Score hair cream advert, provides a compelling case study for the representation of both men and women.
Notes from the lesson and the blog task are below.
Hypermasculinity in advertising
Our first advertising CSP, the 1967 Score hair cream advert, provides a compelling case study for the representation of both men and women.
Notes from the lesson and the blog task are below.
Hypermasculinity in advertising
Hypermasculinity is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality.
Advertising in the 1950s-1980s often featured a hypermasculine representation of men – and some representations in the media today still continue this.
Gelfer: Changing masculinity in advertising
Joseph Gelfer, a director of masculinity research,
suggests that the way masculinity is represented in advertising is changing.
Looking at advertising over the last 20 years:
“Previously, masculinity was mostly presented in one
of two ways: either a glamorous James Bond-style masculinity that attracted
‘the ladies’, or a buffoon-style masculinity that was firmly under the wifely
thumb.
Thankfully, and somewhat belatedly, things are
beginning to change.” (Gelfer, 2017)
Gelfer: Five stages of Masculinity
Gelfer suggests there are five stages of masculinity –
how people perceive and understand what it means to be a man.
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
Gelfer says advertisers need to think about how their
target audience views men and masculinity when creating campaigns.
Masculinity in crisis? David Gauntlett
Media theorist David Gauntlett has written extensively
on gender and identity. He disagrees with the popular view that masculinity is
‘in crisis’:
“Contemporary masculinity is often said to be 'in
crisis'; as women become increasingly assertive and successful… men are said to
be anxious and confused about what their role is today.”
Instead, Gauntlett suggests that many modern representations
of masculinity are “about men finding a place for themselves in the modern
world.” He sees this as a positive thing. (Gauntlett, 2002)
Score hair cream advert: CSP context
The Score hair cream advert is an historical artefact from 1967. It should be examined by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques.
Context: 1967 can be seen as a period of change in the UK with legislation on (and changing attitudes to) the role of women – and men – in society. Produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act, the representation of gender 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.
Blog task: Score advert and wider reading
Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising.
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?
It was created in 1967, just as the feminist movement picking up steam. This may mean why hyper-masculinity was becoming more prominent, to counter the feminist movement.
2) Analyse the mise-en-scene in the advert how is costume, make-up and placement of models constructed to show male dominance?
The man has army clothing on, which could show his strength. The placement of models is also beneath the man, which shows that the man is "above" the women, which shows that they are superior and therefore shows male dominance.
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?
It suggests to the audience that women are things to "get" and be sought after, which reflects the context of 1967 as women were seen as people to get and marry rather than independent.
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"?
It is significant because if it is made by men, then the ad suggests that it if it was made by women, it would be inferior and not get the job done properly. It suggests women are incompetent. "Masculine scent" also suggests that having a "feminine"
5) What representation of sexuality can be found in the advert?
Women are carrying the man around, which suggests that they worship him in a way and want to have sex with him.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
Masculinity in advertising suggested that men were superior, which is what is suggested in the ad as women are placed below the man and are carrying him around.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
It has changed, there is no blatantly sexist ads like this anymore, but there is still elements of sexism 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'"?
Because of the complete focus on the empowerment of women, we are not well-equipped to tackle issues affecting boys.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
They wanted to relieve the pressure of old paradigms while also re-defining what it means to be a successful man in modern times.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
I.e paint a world where boys like pink, don't like going out and aren't career ambitious. Eliminate stereotypes.
4) How have changes in family and society altered how brands are targeting their products?
Men ae predominantly handling the household budget now, so advertising has within FMCG has changed to target men.
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?
You have to set up a starting point to which you can then deliver a message.
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?
"Either a glamorous
James Bond-style masculinity that attracted ‘the ladies’, or a buffoon-style masculinity that was
firmly under the wifely thumb."
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
"The altruistic reason is that traditional masculinity causes problems, whether it be its
impact on men’s wellbeing or on women and their equal representation in society. All brands need
to do their part in making the world a better place, so looking at masculinity can really be seen as
part of corporate social responsibility efforts. The self-serving reason is that masculinity is constantly
shifting and brands need an equally agile response in order to engage with consumers and remain
relevant and competitive.
3) What are the five stages of masculinity?
Stage 1 is defined as "unconscious masculinity", which means that traditional masculinity has been
adopted by someone without them even thinking about it. People at Stage 1 are living their lives
according to what they perceive to be "common sense" or "intuition" and do not actively address
masculinity, perhaps because they are too busy surviving, or just don’t have the required critical
thinking skills.
Stage 2 is defined as "conscious masculinity", which means that traditional masculinity has been
consciously adopted by someone. People at Stage 2 look to various "proofs" of masculinity, such as
historical evidence, biological determinism or even holy books.
Stage 3 is defined as "critical masculinities" and is largely aligned with feminist thought. People at
Stage 3 are aware that society is often patriarchal and homophobic and want to counter these
problems. They also tend to believe that masculinity is not biologically determined, rather socially
constructed.
Stage 4 is defined as "multiple masculinities" and suggests that masculinity can mean anything to
anyone. People at Stage 4 share many of the concerns of those at Stage 3, but they are less
burdened by guilt from the problems caused by masculinity, and focus more on the freedom to be
who they want to be.
Stage 5 is defined as "beyond masculinities" and proposes the simple truth that masculinity does not
exist. People at Stage 5 understand how masculinity operates at the other stages, but ultimately
believe it to be an illusion that society has created to keep people in line.
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.
5) What stage of masculinity was the Score advert aiming at in 1967?
Stage 2.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
The Five Stages of Masculinity offers a more granular way of thinking about men as both individuals
and consumers. Masculinity is complex and continually evolving and we must have thinking tools
that reflect this complexity. We also need to stay humble and remember what is actually driving
change in this domain. In other words, advertising does not change masculinity; masculinity changes
advertising.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
I.e paint a world where boys like pink, don't like going out and aren't career ambitious. Eliminate stereotypes.
4) How have changes in family and society altered how brands are targeting their products?
Men ae predominantly handling the household budget now, so advertising has within FMCG has changed to target men.
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?
You have to set up a starting point to which you can then deliver a message.
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?
"Either a glamorous
James Bond-style masculinity that attracted ‘the ladies’, or a buffoon-style masculinity that was
firmly under the wifely thumb."
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
"The altruistic reason is that traditional masculinity causes problems, whether it be its
impact on men’s wellbeing or on women and their equal representation in society. All brands need
to do their part in making the world a better place, so looking at masculinity can really be seen as
part of corporate social responsibility efforts. The self-serving reason is that masculinity is constantly
shifting and brands need an equally agile response in order to engage with consumers and remain
relevant and competitive.
3) What are the five stages of masculinity?
Stage 1 is defined as "unconscious masculinity", which means that traditional masculinity has been
adopted by someone without them even thinking about it. People at Stage 1 are living their lives
according to what they perceive to be "common sense" or "intuition" and do not actively address
masculinity, perhaps because they are too busy surviving, or just don’t have the required critical
thinking skills.
Stage 2 is defined as "conscious masculinity", which means that traditional masculinity has been
consciously adopted by someone. People at Stage 2 look to various "proofs" of masculinity, such as
historical evidence, biological determinism or even holy books.
Stage 3 is defined as "critical masculinities" and is largely aligned with feminist thought. People at
Stage 3 are aware that society is often patriarchal and homophobic and want to counter these
problems. They also tend to believe that masculinity is not biologically determined, rather socially
constructed.
Stage 4 is defined as "multiple masculinities" and suggests that masculinity can mean anything to
anyone. People at Stage 4 share many of the concerns of those at Stage 3, but they are less
burdened by guilt from the problems caused by masculinity, and focus more on the freedom to be
who they want to be.
Stage 5 is defined as "beyond masculinities" and proposes the simple truth that masculinity does not
exist. People at Stage 5 understand how masculinity operates at the other stages, but ultimately
believe it to be an illusion that society has created to keep people in line.
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.
5) What stage of masculinity was the Score advert aiming at in 1967?
Stage 2.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
The Five Stages of Masculinity offers a more granular way of thinking about men as both individuals
and consumers. Masculinity is complex and continually evolving and we must have thinking tools
that reflect this complexity. We also need to stay humble and remember what is actually driving
change in this domain. In other words, advertising does not change masculinity; masculinity changes
advertising.
- What is the product being sold?
Hair cream
How does this advert create desire for the product?
What is the idea being sold?
How does Score construct a narrative which appeals to its target audience?
How is this reinforced through Mise en Scene?
- Can you use semiotics to argue this?
How and why audience responses to the narrative of this advert may have changed over time?
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