Advertising: Score hair cream CSP

 1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?

Print ads took on a realistic look, relying more on photography than illustration, and TV spots gained sophistication as new editing techniques were mastered.

2) What representations of women were found in post-war British advertising campaigns?

Women were presented as housewives in adverts and were encouraged to be mainly focused on ensuring their husband is comfortable

3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image? You may wish to link this to relevant contexts too.
The score hair cream advert shares a lot of connotations with the audience. The body language of the women infer that they are desperate to get the mans attention as they are physically reaching out to him. He is raised on a platform and is being carried by the women. We can also suggest by this that women are just seen as mere possessions of men.

This advert also suggest to the audience that if you use this cream you are able to successfully "win over a woman" :get what you've always wanted

4) What does the fact sheet suggest in terms of a narrative analysis of the Score hair cream advert?

It is particularly useful in exploring gender roles, sexuality and the advertising techniques of the 1960's.

5) How might an audience have responded to the advert in 1967? What about in the 2020s?

Women and Men had fixed roles in the 1900s which was to be the wife and mother and for the husband to be the breadwinner and caretaker. Therefore it would be seen as normal for women to be portrayed as inferior to men through the use of adverts. Whereas in the 2020s it would be completely unacceptable as women have are valued more in society

6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience?

Score hair cream adverts use subtitles like "its what you've

 always wanted" to encourage the audience to buy it.

7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?

According to feminist author Lies bet van Zoonen, the meaning of "gender" is produced through discourse and changes depending on the historical and cultural context. In the Score advertisement, ladies are portrayed as typical of the late 1960s and recognised as "normal." In fact, Jane Fonda's wardrobe in the same-year picture Barbarella is not too dissimilar from that of the women seen in the advertisement. In this historical period, women were typically portrayed as either domestic helpers or as objects of sex; in Score, they may be both. Van Zoonen makes the similar argument to Laura Mulvey that the visual and narrative codes in texts from mainstream media are utilised to objectify the female body. According to Judith Butler, gender is not physiologically determined.

8) How could David Gauntlet's theory regarding gender identity be applied to the Score hair cream advert?

David Gauntlet argues that both media producers and audiences play a role in constructing identities. The role of the producer in shaping ideas about masculinity is clear in the Score advert, which is undoubtedly similar to countless other media texts of that era.

Surrounded by such representations, 1960s men would inevitably use these to shape their own identities and their sense of what it means to be a man in the mid-twentieth century. Similarly, women would have a clear sense about their place in the world, despite many of

the social changes that were leading to greater equality both socially and sexually.

9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)?

Adverts encourage and push heterosexuality as homosexuality was wrong. Adverts like these allowed maybe younger people who were more impressionable to be influenced by putting people they look up to like Kevin keegan and Henry cooper: to push ideas of what real men and real women should look like.



10) How does the advert reflect Britain's colonial past - another important historical and cultural context?

Paul Gilroy argues that despite the passing of empire, the white western world still exerts its dominance through cultural products. In Hollywood film, for example, the white male (usually American) plays the role of the hero, who inevitably saves the (dependent) world from disaster. The Score advert follows a similar narrative. The jungle setting, the gun,

the throne all infer that the white western male has been successful in fighting off primitives or dangerous animals to save his own tribe.