1) What year was the advert produced and why is the historical context important?
The advert was made in 1967 and a hair cream advert. The context is important because society was different from then to now. For example men was seen as dominant and superior to women and it was not diverse.
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 costumes are made to be in the jungle and for the girls to be revealing so its promotes a male gaze but also diversion as it is almost like a male fantasy. The females make up in the ad was made for them to look almost unrealistic but again represents the male gaze as men would be attracted to that. Also setting unrealistic goals for women and men. For men it’s that if u but this product you will get all these girls in reality it won’t Be like that. And for women hey would want to look like the girls as they realise that’s what men like. Furthermore, the way the models are place is almost like they are looking up on the man. Worshipping him and even carrying him showing the doimence of men. Lastly the prop of the gun to make it look like he has 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?
It reflects men as dominant as they can get what they want and because of the time period it saying they can choose any girl they want like it’s an object or a prized possession and not a human.
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"?
Because of the time period men would feel more masculine and think they own the world so it gives them more confidents.
5) What representation of sexuality can be found in the advert?
It’s only aimed for straight people and no one else. This is due to the fact of the time it was made and what it is. The girls look over sexualised while the man looks covered meaning it only really appeals to guys and no one else.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
It represents it because of the man being worshiped and looking like as if he is he king is the jungl. And also the gun he is holding showing he is assuring his domince all things that would be present back then and accurately represented the male domince lifestyle.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
Because society is much more diverse and more equal women aren’t played down to look inferior and even could be argued more stronger so I would say it makes society more balanced.
The Drum: This Boy Can article
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
A growing global ‘boy crisis’ suggests that we could be, in fact, empowering the wrong sex. Of course, women are woefully under-represented in boardrooms and certain walks of life, with casual sexism and unconscious bias still endemic, but the difference is that we are all now familiar with the narrative around tackling these issues, thanks in no small part to groundbreaking campaigns such as ‘Like A Girl’ by Always, Sport England’s ‘This Girl Can’ and Dove’s ‘Real Beauty’. We are much less equipped to talk about the issues affecting boys. There’s an unconscious bias that males should simply ‘man up’ and deal with any crisis of confidence themselves. After all, men are better paid, have more opportunities and are not inhumanely oppressed in some parts of the world.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
As Lynx/Axe found when it undertook a large-scale research project into modern male identity, men are craving a more diverse definition of what it means to be a ‘successful’ man in 2016, and to relieve the unrelenting pressure on them to conform to suffocating, old paradigms. This insight led to the step-change ‘Find Your Magic’ campaign from the former bad-boy brand. One of the sectors most impacted by this insight is FMCG because the weekly shop is one of the household traditions where gender roles are most challenged; the person who wins the bread and the person who buys the bread isn’t down to gender these days.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Campaigner David Brockway, who manages the Great Initiative’s Great Men project, urges the industry to be “more revolutionary”, particularly when it comes to male body image, which he says is at risk of following the negative path trodden by its female counterpart. “We’re seeing a huge rise in eating and body image disorders among young men. We can’t isolate the cause. Advertising plays its part. A 13-year-old boy of average build in one class recently told me seeing an ad made him feel fat. He didn’t mean a bit out of shape. He meant everything that goes with that feeling such as seeing himself as lazy, unaccomplished and incapable.” In order to prevent a full blown crisis of self-worth, Brockway advocates that advertisers “totally reinvent gender constructs” and dare to paint a world where boys like pink, don’t like going out and getting dirty, or aren’t career ambitious, for example.
4) How have changes in family and society altered how brands are targeting their products? Miller says, the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalise different scenarios by largely failing to portray this new normal.
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?
As touched on already, Lynx/Axe has attempted to get the conversation rolling with its U-turn ‘Find Your Magic’ and, while admirable, it’s not the game-changing calibre of Always, Dove and Sport England. To be fair on Fernando Desouches, Axe global brand development director, he knows that. And, as he says, you’ve got to “set the platform” before you explode the myth. “This is just the beginning. The slap in the face to say ‘this is masculinity’. All these guys [in the ad] are attractive. Now we have our platform and our point of view, we can break the man-bullshit and show it doesn’t matter who you want to be, just express yourself and we will support that. “What being a man means, and what ‘success’ means, is changing and this change is for the good. The message hasn’t exploded yet but we will make it explode. We will democratise it.” The passion in the Argentinian’s voice is tangible; this is a man on a mission. He’s already forged partnerships with several NGOs, from calm to Promundo to The Representation Project, and says more developments are on the horizon. Campaign: Why brands need to change
Campaign: Why brands need to change
1) What are two ways advertising traditionally presented masculinity?
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Campaigner David Brockway, who manages the Great Initiative’s Great Men project, urges the industry to be “more revolutionary”, particularly when it comes to male body image, which he says is at risk of following the negative path trodden by its female counterpart. “We’re seeing a huge rise in eating and body image disorders among young men. We can’t isolate the cause. Advertising plays its part. A 13-year-old boy of average build in one class recently told me seeing an ad made him feel fat. He didn’t mean a bit out of shape. He meant everything that goes with that feeling such as seeing himself as lazy, unaccomplished and incapable.” In order to prevent a full blown crisis of self-worth, Brockway advocates that advertisers “totally reinvent gender constructs” and dare to paint a world where boys like pink, don’t like going out and getting dirty, or aren’t career ambitious, for example.
4) How have changes in family and society altered how brands are targeting their products? Miller says, the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalise different scenarios by largely failing to portray this new normal.
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?
As touched on already, Lynx/Axe has attempted to get the conversation rolling with its U-turn ‘Find Your Magic’ and, while admirable, it’s not the game-changing calibre of Always, Dove and Sport England. To be fair on Fernando Desouches, Axe global brand development director, he knows that. And, as he says, you’ve got to “set the platform” before you explode the myth. “This is just the beginning. The slap in the face to say ‘this is masculinity’. All these guys [in the ad] are attractive. Now we have our platform and our point of view, we can break the man-bullshit and show it doesn’t matter who you want to be, just express yourself and we will support that. “What being a man means, and what ‘success’ means, is changing and this change is for the good. The message hasn’t exploded yet but we will make it explode. We will democratise it.” The passion in the Argentinian’s voice is tangible; this is a man on a mission. He’s already forged partnerships with several NGOs, from calm to Promundo to The Representation Project, and says more developments are on the horizon. Campaign: Why brands need to change
Campaign: Why brands need to change
1) What are two ways advertising traditionally presented masculinity?
The past couple of years have seen a significant shift in the way marketing and advertising portray masculinity. 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. But things have started to change.
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
The two reasons the writer Joseph Gelfer suggests for why this needs to change is because brands need to reappraise masculinity for two equally important reasons: one altruistic, the other self-serving. The altruistic reason is that traditional masculinity causes problems, whether it be its impact on men’s well being or on women and their equal representation in society.
3) What are the five stages of masculinity?
3) What are the five stages of masculinity?
The five stages of masculinity are:
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.
In the test i got stage 2 which means Stage 2 is defined as “conscious masculinity” and has perhaps the most numerous permutations of all the stages. The common thread running through these different permutations is the awareness that there is a level of regulation that takes place around contemporary masculinity. The understanding of that regulation shifts depending on which form of conscious masculinity is embodied.
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.
5) What stage of masculinity was the Score advert aiming at in 1967?
Most likely 1. Stage 1 is defined as “unconscious masculinity,” which means that the standard social construction of masculinity has been adopted by someone without them even thinking about it. More people inhabit Stage 1 than any other stage.
Most likely 1. Stage 1 is defined as “unconscious masculinity,” which means that the standard social construction of masculinity has been adopted by someone without them even thinking about it. More people inhabit Stage 1 than any other stage.
No comments:
Post a Comment