Wider reading:
1. In the 1960s, advertising techniques were shown in a time of new and improved way to advertise. Back then, advertising agencies focused on the creativity when planning their campaigns. Score reflects that change as it focuses more on gender roles and sexuality more than it focuses on the product itself. It is significant as the advert symbolises how women were; it objectified the women because they are admiring the male while they carry him- this signifies the fact that men are dominant.
2. During the post war period, campaigns included the idea that women should stick to being housewives.
3. The props that are used in this advert reinforce the idea of gender roles. For example, the only male is holding a gun; this could assert his masculinity and automatically give him all of the power. Also, it could be see as a phallic symbol; the women are all reaching up to him to get their hands on him. This could be seen as sexual as all of the women want him. Also, the costumes are significant as they confirm gender roles. The women wear revealing clothing which is seen as sexualised; this could be for the male gaze.
4. The male is known as the 'hero' and the women are like is reward for the man's masculinity.
5. An audience from the 1960s wouldn't care about the advert however, the modern audiences of today would criticise it for objectifying women.
6. The slogan would engage their target audience as it suggests that the product will mean that women will find your more attractive and will be drawn toward you.
7.
8. The preferred reading is that the product will allow you to find any woman and be able to attract them. The oppositional reading is that women are being objectified.
9. The cream would have been seen as a feminine product but the advert establishes that men are able to use it and maintain their appearance.
10.
The drum: this boy can article:
1. Boys tend to hide their feelings and they deal with their problems alone. They feel like they have to 'man up'; this pressurises them as this makes them feel alone as they don't want to be judged for being emotional or actually sharing their issues.
2. Lynx introduced a campaign 'find your magic'. Men wanted a more diverse definition of what it meant to be a successful man.
3. David Brockway wants men to be presented as doing things that women were typically known as doing.
4. Lynx were relying on assumptions but when their sale growth began to slow down, they decided to invest in research.
5. It is said that both men and women should be 'in the centre' and men shouldn't be 'moved to the side to give room to women'- meaning that both genders should be equal.
Campaign; why brands need to change:
1. Gefler says that there are two different types of masculinity. One of them is presented in a James Bond style where they are gaining a lot of attention from 'the ladies'. The second type is known as the 'buffoon- style' which is firmly under the wifely thumb.
2. Stage1- "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 do anything.
Stage 5-"beyond masculinities"- It doesn't exist.
3. I feel as if I am 'in terms with' stage 3 as no matter how much people try, there will always be gender differences. This idea is constructed through the past generations. Although gender fluidity has increased, equality will not be achieved.
4. The Score advert was aiming at stage 1- the traditional view of men.
5. The stages of masculinity are important to brands and advertisers as s=certain stages would be criticised.
1. In the 1960s, advertising techniques were shown in a time of new and improved way to advertise. Back then, advertising agencies focused on the creativity when planning their campaigns. Score reflects that change as it focuses more on gender roles and sexuality more than it focuses on the product itself. It is significant as the advert symbolises how women were; it objectified the women because they are admiring the male while they carry him- this signifies the fact that men are dominant.
2. During the post war period, campaigns included the idea that women should stick to being housewives.
3. The props that are used in this advert reinforce the idea of gender roles. For example, the only male is holding a gun; this could assert his masculinity and automatically give him all of the power. Also, it could be see as a phallic symbol; the women are all reaching up to him to get their hands on him. This could be seen as sexual as all of the women want him. Also, the costumes are significant as they confirm gender roles. The women wear revealing clothing which is seen as sexualised; this could be for the male gaze.
4. The male is known as the 'hero' and the women are like is reward for the man's masculinity.
5. An audience from the 1960s wouldn't care about the advert however, the modern audiences of today would criticise it for objectifying women.
6. The slogan would engage their target audience as it suggests that the product will mean that women will find your more attractive and will be drawn toward you.
7.
8. The preferred reading is that the product will allow you to find any woman and be able to attract them. The oppositional reading is that women are being objectified.
9. The cream would have been seen as a feminine product but the advert establishes that men are able to use it and maintain their appearance.
10.
The drum: this boy can article:
1. Boys tend to hide their feelings and they deal with their problems alone. They feel like they have to 'man up'; this pressurises them as this makes them feel alone as they don't want to be judged for being emotional or actually sharing their issues.
2. Lynx introduced a campaign 'find your magic'. Men wanted a more diverse definition of what it meant to be a successful man.
3. David Brockway wants men to be presented as doing things that women were typically known as doing.
4. Lynx were relying on assumptions but when their sale growth began to slow down, they decided to invest in research.
5. It is said that both men and women should be 'in the centre' and men shouldn't be 'moved to the side to give room to women'- meaning that both genders should be equal.
Campaign; why brands need to change:
1. Gefler says that there are two different types of masculinity. One of them is presented in a James Bond style where they are gaining a lot of attention from 'the ladies'. The second type is known as the 'buffoon- style' which is firmly under the wifely thumb.
2. Stage1- "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 do anything.
Stage 5-"beyond masculinities"- It doesn't exist.
3. I feel as if I am 'in terms with' stage 3 as no matter how much people try, there will always be gender differences. This idea is constructed through the past generations. Although gender fluidity has increased, equality will not be achieved.
4. The Score advert was aiming at stage 1- the traditional view of men.
5. The stages of masculinity are important to brands and advertisers as s=certain stages would be criticised.
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