Score hair cream Case Study

 1) Advertising techniques changed in the 1963 through the advertising agencies relying less on market research and leaning more towards creative instinct to plan there campaigns. They attempted to win over audiences with humour, candour and above all irony.

2) The representations of women found in post war advertisements had sexism on a much grander scale. One of the adverts had a women unable to open a bottle of ketchup which implies that during that time people believed women were incapable of doing the smallest things for themselves. Advertisements were targeted towards the breadwinner of families and mocked females through most of the adverts.

3) In the Score hair cream advert they create meaning through there characters pose. The females carry the man above them as if he's the prize from a hunt (Further emphasised through there safari costumes), some of them even reach out towards him as if hes an untouchable figure of great importance. It could also be seen as the man being the dominant one in this situation via his prop (the gun) suggesting that women will hunt for you if you use there hair cream

4) The factsheet states that the score hair cream advert is a historical artefact as it is useful to learn and explore the gender roles/sexuality and the advertising techniques during this period of time.

5) During 1967 I believed the audience wouldn't see the advertisement as anything peculiar or out of the norm since during that period of time there was a lot of sexism in adverts so consumers must have been desensitised to adverts of this nature. However in 2019 I would say that the audience would have the exact opposite reaction and there would be complete outrage. Consumers would definitely be less tolerant to this type of advertising.

6) Score hair cream uses persuasive techniques like its slogan ("Get what you always wanted")to sell its product by preying on a consumers insecurities and playing upon there fears of losing out. They use inadequacy advertising to make the consumers feel as if without this product they're desires will always be out of there reach.

7) You can apply some of the feminist theories to the score hair cream advert like Laura Mulveys male gaze since the females in the advert are being objectified through there clothing and positions in attempt to appeal to the male. 

8) David Gauntletts theory states that while everyone is an individual people tend to exist within groups and that the media doesn't create these identities and instead only reflects them. This can be applied to the score hair cream advert as it simply represents society during that time with there being a lot of sexism. 

9) The elements of sexuality from the score hair cream advert seems to be of a hypermasculinity with the man being on top and having multiple women around him. This is further emphasised from the male actors muscles being shown and the females being scandalously dressed.

10) This shows historically that men idealised this lifestyle and its hunt. With women chasing after them and them being the dominant ones in society. During this time though women were slowly gaining more rights.

The Drum

1) The reason the writer suggests that we may face "growing boy" crisis is that they believe that we may be empowering the wrong sex as we are less equipped to deal with the issues affecting boys leaving us with an unconscious bias.

2) The Axe/Lynx brands have changed there marketing to appeal to both genders and even supports the LGBT

3) The campaigner suggests that adverts have been changing and adapting to gender constructs by reflecting the new generations values.

4) Brands have altered there ways of targeting audiences by targeting several different demographics and not assuming that only the male/father is the breadwinner of the family.

5) Axe/Lynx global brand developer stated that you've got to set the platform before you explode the myth of masculinity. This is most likely because breaking the stereotypes of masculinity is a delicate procedure as it has been shown to create uproar from consumers despite its message.