Score case study and wider reading
Score case study and wider reading
1) The advert was produced in 1967 and the historical context behind the picture was that the Equal Pay Act was introduced just 3 years later in 1970 meaning that the rights and presentation of females from then on would be equal with men and more importantly, the Equal Pay act allows women to be paid equally as men if they have the same job.
2) Costume: The man in the advert is wearing clothes that cover and do not show parts of his body however the women in the advert are have less clothes on them and have parts of their body revealed, this is done to appease men that are to view the adverts and also links to the idea of the female gaze.
Make-up: The women in this advert are wearing smoky make-up to appear more seductive in order to please the man that are going to view the advert which creates the idea that women are there to please men and inferior than men.
Placement: The man in the advert is higher in height than the women with the women being below him and makes the man in the advert the focal point which links to the idea of male dominance and also the women are around the man creating the idea that they are attracted to the man due to the hair cream .
3) 'Get what you've always wanted', this creates the idea that the hair cream will in some way bring pleasure and will bring the satisfaction you would want to get in a product. The man in the advert seems to be in the centre of women which creates the idea that the hair cream will make women attracted to making the 'Get what you've always wanted' could possibly link to sexual connotations. The slogan could also link to the idea of the Equal Pay act.
4) The advert includes that it was made by men due to men being the main target of audience. This makes it seem as though the product is more masculine but also more beneficial for men to use. This also makes the product seem more attractive to their audience but also show how they are trying yo not include any reference to women being involved with the product and by showing that women aren't involved in the development of the product it makes it seem more masculine. Masculine scent gives the idea that the product is able to make you seem more masculine but just like the picture shown in the advert is makes it seem as though women are more attracted to the person using.
5) Sexuality is shown in the advert by the women wearing minimal clothing, this is obviously there to attract the heterosexual consumers of the hair cream. This further reinforced by the women seemingly attracted to the man which is why the man is in the middle which is further used to demonstrate this.
6) The advert reflects masculinity by showing ideas of superiority and dominance. This is demonstrated by the man being in a higher position when compared to the women. Also, some of the women seem to be attracted or allured by the man, sticking their hand out, this reinforces the stereotype of women only there to satisfy male pleasures. Also, when compared to the women in the advert it doesn't seem as though the men are being sexually exploited hardly as much as the women. The women in the advert seem to have minimal clothing where as the man is fully clothed linking to the idea of the women being there for the sole reason of satisfying male pleasures.
7) Masculinity in the the 70's was shown to be as being superior, dominant and a womaniser however this has changed. Also, the traditional view of masculinity is that men do not display their emotions as if they were to do this they would be seen as soft or weak. Things such as The Maybelline hair cream advert contrast and show the change from traditional masculine values as the man in the advert is shown to be wearing make-up and since he is gay, he is shown to have traditional feminine traits which contrast with the traditional view of masculinity.
1) "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".
2) "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."
3) “In the US men are running household budgets now. If brands don’t recognise this, they are going to lose out because they’re increasingly ignoring their potential biggest audience. We hear a lot about
women’s voices needing to be heard, but in FMCG men are a strangely silent group.”
4) "As 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) "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."
1) "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."
2) "All of this is great, but it still feels like men are being given limited options: either
they fulfil the traditional stereotype, or they have the kind of alternatives offered by these
campaigns, which are mostly based on a rather rudimentary idea of complementing traditional
masculine values with traditional feminine values such as nurturing and sensitivity."
3) "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) "Stage 3 on The Five Stages of Masculinity. Remember, the stages are only indicative, and people can be on different stages for different aspects of masculinity that are not captured by this tool."
5) Stage 1
6) To know whether their audience has traditional masculine views or whether they have contrasting views. For example, Nike might pander to some people who believe in masculinity as they are more likely to buy their products.
5) Sexuality is shown in the advert by the women wearing minimal clothing, this is obviously there to attract the heterosexual consumers of the hair cream. This further reinforced by the women seemingly attracted to the man which is why the man is in the middle which is further used to demonstrate this.
6) The advert reflects masculinity by showing ideas of superiority and dominance. This is demonstrated by the man being in a higher position when compared to the women. Also, some of the women seem to be attracted or allured by the man, sticking their hand out, this reinforces the stereotype of women only there to satisfy male pleasures. Also, when compared to the women in the advert it doesn't seem as though the men are being sexually exploited hardly as much as the women. The women in the advert seem to have minimal clothing where as the man is fully clothed linking to the idea of the women being there for the sole reason of satisfying male pleasures.
7) Masculinity in the the 70's was shown to be as being superior, dominant and a womaniser however this has changed. Also, the traditional view of masculinity is that men do not display their emotions as if they were to do this they would be seen as soft or weak. Things such as The Maybelline hair cream advert contrast and show the change from traditional masculine values as the man in the advert is shown to be wearing make-up and since he is gay, he is shown to have traditional feminine traits which contrast with the traditional view of masculinity.
1) "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".
2) "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."
3) “In the US men are running household budgets now. If brands don’t recognise this, they are going to lose out because they’re increasingly ignoring their potential biggest audience. We hear a lot about
women’s voices needing to be heard, but in FMCG men are a strangely silent group.”
4) "As 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) "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."
1) "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."
2) "All of this is great, but it still feels like men are being given limited options: either
they fulfil the traditional stereotype, or they have the kind of alternatives offered by these
campaigns, which are mostly based on a rather rudimentary idea of complementing traditional
masculine values with traditional feminine values such as nurturing and sensitivity."
3) "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) "Stage 3 on The Five Stages of Masculinity. Remember, the stages are only indicative, and people can be on different stages for different aspects of masculinity that are not captured by this tool."
5) Stage 1
6) To know whether their audience has traditional masculine views or whether they have contrasting views. For example, Nike might pander to some people who believe in masculinity as they are more likely to buy their products.
Comments
Post a Comment