Men's Health Language & Representation: blog tasks

1) Write an analysis of the media language choices on the cover of Men's Health - e.g. colour scheme, typography, language, photographic codes etc.

There isn't that much vibrancy when it comes to colour here. A series of blues and greens as well as the visible black and white makes this feel like a clean colour arrangement. The whole point of this is to make Vin Diesel to stand out as he is the 'star' of the edition. 

The language used is quite direct and making you think that you're not the 'perfect' man.

The title is in Serif and everything else is in Sans Serif.

Vin Diesel's flexed muscle could be a hint at hypermasculinity.

2) Identify three specific aspects/conventions/important points (e.g. cover lines, colour scheme, use of text, image etc.) from each page of the CSP that you could refer to in a future exam. Explain why that particular aspect of the CSP is important - think about connotations, representations, audience pleasures, reception theory etc.

Front cover: Representations of masculinity, font/typography and colour scheme - we see a clear message of masculinity they are trying to push which could be with or against current views

Editor's Letter and contents page: changing views of masculinity, audience effects, image use - the letter as well as the features show how readers are persuaded to read the edition.

Feature - True Grit - 'The Marathon Man': image analysis, the fact that he's old, 'perfect man' ideology - we see an interview with an old man who is basically, what these readers should aspire to.

3) Apply narrative theories to Men's Health - Todorov's equilibrium, Propp's character types, Barthes' action or enigma codes.

Vin Diesel could be the hero or the dispatcher as he is persuading them to lose weight and become a good man. The actual magazine could be the door as they enable you to have this knowledge of how you could better your life.

The reason why you choose this magazine could be because you have a problem (weight or other issues) and you need to seek a resolution to your problem and the magazine could provide you with an equilibrium and then a new equilibrium.

The addition of 'lose weight' or lifestyle suggestions make it seem to us that products to help with those are to come in the magazine.

4) Read the cover lines and the Editor's Letter. Does Men's Health offer a cure for male insecurities or does it create male insecurity?

It does a bit of both. It focuses not only on male physical health but also mental health. They don't have the BLAST BODY FAT style cover lines but they focus on the way that men cope with exercise or deal with their health. The editors letter makes the reader establish a personal connection which encourages them to invest in the ideals the magazine promotes.

5) How does the 'Marathon Man' feature page offer an example of Steve Neale's genre theory concerning 'repetition and difference'?

usually we would see a fit young man here but we see that typical view subverted as it's an old man featuring instead.

Representations

We have already covered many relevant theories in our work on Advertising and Marketing (for example, David Gauntlett's writing on Media, Gender and Identity). We now need to apply these theories and ideas to Men's Health and specifically the three pages from the Jan/Feb 2017 issue identified as our Close-Study Product.

Representations: applying theory

1) How can Gauntlett's ideas on masculinity, gender and identity be applied to the Men's Health CSP we have analysed?

Initially, masculinity was seen as a very solid concept. No emotions, no signs of weakness, only power. Gauntlett's idea of masculinity having generational differences is quite evident here as mental health is a key focus in this edition. 

2) How could van Zoonen's work on feminist and gender theory be applied to Men's Health?

The media here clearly reinforces dominant male stereotypes in the magazine. The central image of Vin Diesel not only reinforces sex-appropriate behaviours but also presents an image of a 'perfect' male. The cover lines further suggest that Men's Health is pushing an agenda that men HAVE TO BE strong. 

3) How could bell hooks's work on 'corrosive masculinity' apply to Men's Health?

bell hooks explains that because the patriarchy indoctrinates us from an early age and causes "normalised traumatisation". We see how Men's Health idolises Vin Diesel and his flexed muscles and makes the reader feel very insecure about their bodies. They target Aspirers and this creates a corrosive atmosphere about masculinity as it states that men should only be this one way and nothing else.
Representations: academic analysis

Read these extracts from the journal article exploring the representation of masculinity in Men's Health magazine and answer the following questions:

1) Why is Men's Health defined as a 'lifestyle magazine'?

It broadly covers many things that men would generally interested in.

2) Why is advertising significant in helping to shape masculine identity?

Advertising is the doorway into marketing, the media is consumed by the masses, so constructed ideas would be promoted. Men would be concerned about themselves so they would be tempted to read Men's Health is they saw an advert for it. 

3) The article suggests that the representation of masculinity in Men's Health is not fixed or natural and is subject to constant change. What media theorists that we have studied previously can be linked to these ideas?

Gauntlett, Butler, Van Zoonen

4) What does the article suggest Men's Health encourages its readers to be? What examples and statistics are provided to develop the idea of men as consumers?

They want their readers to be well-rounded and very fit men.

“the global market for male grooming products grew by an impressive average annual rate of 5.7% between 1997-2005”

5) What representations of the male body can be found in Men's Health?

That they need to have huge muscles, a good tan, good head of hair and to be athletically fit. 

6) What does the article suggest regarding the objectification of men?

“Men are increasingly and unapologetically objectified, both in terms of erotic spectacle and as targets of advertising for products beyond cars and beer, including many items once thought to be marketed for women

alone”

7) What is 'metrosexuality' and how can it be applied to Men's Health?

Metrosexuality is when a heterosexual male indulges in activities that 'men' wouldn't generally do.

8) What representation of men in Men's Health is discussed in the section 'Homogenous bodies'?

That men, like women, also are up to date with new fashion trends. They also continually push the same image of a man's body. "Therefore, in this construction of masculinity displayed within men’s magazines, there are hegemonic images that are repeatedly represented while others are subordinated, mainly in relation to questions of age, color, sexual orientation, and weight."

9) What are the conclusions drawn by the article with regards to the representation of masculinity in Men's Health?

Different views of masculinity are portrayed  such as metrosexuals but there are also undercurrents of a still 'fixed' representation of men. "MH presents an instrumentalized conception of the body, since it’s depicted as a machine that can be improved to perform better, faster and longer."

10) What is your own view of the representation of masculinity in Men's Health? Is it a positive representation that encourages men to the best they can be or is it a hypermasculine, consumer-driven representation designed to undermine men's confidence and objectify their bodies?

I think it's a mix of both of them. There are times in MH where we see a lot of products or features directed at the contemporary male who could indeed be metrosexual. In other aspects of the magazine such as the front page, we are treated to Vin Diesel's biceps being overly exaggerated. There's not really much metrosexuality there.

Men's Health - Audience blog tasks

Read the Men's Health Media Pack in full to get a good idea of the demographics and psychographics for the Men's Health target audience then answer the following questions:

1) How does the magazine introduce itself?

It says that it's "the biggest and best-selling men's lifestyle magazine both in the UK and worldwide. It’s success is built on a winning editorial formula which combines visually-engaging health, wellbeing and nutrition features with premium content covering fashion, grooming, watches, tech and travel."

2) What does the introduction suggest about the representation of masculinity in Men's Health's?

It assumes heteronormality and lists a few things that a 'real man; should incorporate into his life. It also suggests that men 'need' to read Men's Health through its 'best selling' tag. This entices men to conform to a constructed view of masculinity.

3) How do the print statistics for Men's Health compare to GQ and Esquire?

The circulation is a little higher than GQ. The readership in total men is where MH steals the show as it's 650 more than GQ. Total readership in both ABC1 and AB men is also significantly higher than both magazines. 

4) What is the difference between circulation and readership?

Circulation is the actual number of printed and distributed copies, numbers provided by the Audit Bureau of Circulation. Readership is an estimate of the people who actually read the magazine that has been distributed, statistics via the National Readership Survey.

5) What was the circulation of Men's Health in thousands at the time this Media Pack was published? What about the readership for ABC1 men? AB men? [Note: this Media Pack was published in 2016 and some of the figures have fallen since then. Up to date circulation figures can be found at the top of this blog post].

At the time of publishment, it was 995k. For ABC1 readers it's 643k and for AB readers it's 321k.

6) How do readers generally interact with the digital version of the magazine?

68% use their phone, 11% their tablet and 21% their desktop to access the website.

7) How many people do Men's Health reach across social media platforms?

Just under 1.3 million

8) What is the audience profile for Men's Health readers? 

905k of the readers are ABC1 and are aged between 25 and 44

700k have degrees 

200k have a salary of over £50k

9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?

Stylish, contemporary, wearable and individual. They spend £1.1 billion on fashion, three times more than GQ readers.

10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?  

Average watch collection value is £4,123 which emphasises that the readers belong to ABC1 or AB demographic group. The readers could also be Aspirers or Succeeders.

11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?

73% of readers use moisturiser daily. This shows that gender fluidity is very common amongst Men's Health readers and that they can shift between feminine and masculine qualities. There isn't a huge sense of hypermasculinity even though it's a magazine meant for men.

12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?

They suggest that readers are perhaps explorers of new technology and are 'up to date' on new forms of tech and are fit and healthy 'athletes' that always find new ways to stay fut.

13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?

Urban Active, Synchronised and Epicure. Active sportswear, watches and cooking respectively.

14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?

That the readers SHOULD like watches, contemporary fashion and should look at trying to improve their cooking skills.

15) What additional brand extensions do Men's Health offer?

Survival of the fittest which is the biggest urban adventure race in the UK and the Men's health product range which offers things like healthy food and exercising equipment.

16) What are the global statistics for Men's Health?

Global Statistics
International Editions 37
Countries Published 60
Global Circulation 4.5M
Global Readership 26.7M
Websites 25
Uniques 23.7M

Social Media Footprint 19.3M

17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?

The extra magazines added show that Men's Health are prompting them to become well-rounded men. The specials also suggest that its readers are adventurous, wealthy and ready to live their life to the fullest.

18) What audience pleasures are offered by the magazine?

Personal relationship: readers are pleased by seeing their lifestyle being reflected in the magazine they're reading

Surveillance: Men's Health is fixate on making its readers lead a healthier and more successful life

19) What lifestyle and job would you expect the average Men's Health reader to have?

A flashy/exercise-filled lifestyle. The average reader would drive around in something like an Audi S3 and would work as an investment banker or a car salesman.

20) Why do you think Men's Health has managed to (just) remain profitable when many other magazines have struggled due to the rise of digital media?

It's supporting various views of masculinity where others just conform to one 'stereotype' of masculinity. It promotes gender fluidity and therefore is more acceptable in society where many, thanks to social media, can voice their view on how masculinity is subjective and adjustable.

If it supports more broader and modern views of masculinity, that's the main reason why Men's Health has manages to keep its head above the water.

Advertising and Marketing index

Advertising: Introduction - narrative in advertising


Advertising: persuasive techniques


Advertising: the representation of women in advertising


Advertising: Gauntlett - Media, Gender and Identity reading and questions


Advertising: Score case study and wider reading


Advertising: Maybelline case study and wider reading


Advertising: Assessment

Advertising assessment

David Gauntlett has argued against the idea that masculinity is 'in crisis’. To what extent do you believe masculinity is 'in crisis'?

In your response you should refer to your Advertising and Marketing Close Study Products: the Score hair cream advert (1967) and the Maybelline ‘That Boss Life’ YouTube advert (2017).

[20 marks]

I agree with this statement as Gauntlett argues that masculinity has changed over time to suit the ideas that are normalised in society today. However, we can see a clear difference in the representation of masculinity in the 1960s and 2010s with varying accepted and perhaps constructed representations pushing a particharcal or counter-patriarchal ideal. I feel that the view and meaning of masculinity has changed within the last 50 years. Due to the recent boom in sexual discovery, many have questioned if men and still 'manly' or if we are rewriting what the normalised and acceptable level of masculinity is present in today's society.

The Score Hair Cream advert was made in 1967 during the second wave of feminism where women fought for reproductive rights, abortion rights and equal pay - an issue that is still a pertinent argument today.  1967 was also a pivotal year as homosexuality was decriminalised, something which is very much integrated into the norms of our society today, the equal pay gap was about to be announced and females had more say in what they wanted but that still took time to take its full effect. 

Whereas the Maybelline Boss Life advert was made in 2017 and offers a rather different view of masculinity. In the last 10 years, gender fluidity has become a key social issue and is present in the Maybelline advert. We are met with Manny Mua who is openly gay and Shayla Mitchell, who also takes centre stage with Manny. This is a clear agreement with the statement that masculinity is not in crisis as we are now accepting other views on how masculinity can be perceived. And since Manny is a vlogger, the internet has most likely caused him to see accepting his gender identity is a good thing due to support from fans. 

I can deduce from the imagery of the Maybelline advert such as the idea of a magic wand and the golden box and even the fact that this is a make up advert, shows that the idea of masculinity is very different to that of the 1960s.

In the Score advert, we see that the actors are deliberately positioned like that - the women are below the man and suggesting that he is more valuable and that she should only serve to support him, not the other way round. We don't see any gender fluidity here as there is just a clear side of men and women.Whereas in the Maybelline advert, Manny and Mitchell are both taking the limelight and are in no way reinforcing dominant patriarchal ideologies. I would argue that this shows that masculinity is in crisis however as we can see, due to the rising female power, the man has a gun in his crotch area which could tell us he is overcompensating. This is a clear example of hypermasculinity where he is being overly strong and is using his weapons to make himself seem more assertive and powerful.

The anchorage in the Score advert also shows that this is emphasising that the product is for MEN made by MEN. And reinforces the view that the 1960s was a predominantly patriarchal era. The anchorage text reinforces that manly men made this and therefore are pushing a heteronormative agenda on its customers. This opposed the 1967 decriminalisation of homosexuality as this shows that heterosexuals are a dominant gender here. The brand’s personality and voice is all about masculine supremacy and self-belief which opposes the idea of becoming gender fluid, which is when your gender expression shifts between male and female. 

Also when Gauntlett wrote about the importance of role models in the media, it was in the 1990s. This was during the third-wave of feminism so the fourth wave might have made him realise that masculinity wasn't really much of a talking. Gauntlett disagrees with the fact that "Contemporary masculinity is often said to be 'in crisis" because in 2002 he said that many modern representations of masculinity require "men finding a place for themselves in the modern world". 

This is clear with Manny Mua as he has clearly found his place in the modern world and has embraced his sexuality to carry on with his passion, vlogging. He doesn't get judged for it like he would around the 1960s where homosexuals were seen as lesser men. Furthermore, the bell boy in the Maybelline advert can also be seen as on trend with current and modern gender politics because he represents someone from the outside (not a vlogger) but yet still maintains an interest in the product subverting typical male stereotypes.

However, one can make an oppositional reading or a critical interpretation that the macho-laden ideas presented in this image are damaging to male self-esteem and present women as passive and merely decorative. This links to the overcompensation I was talking about as I personally believe that the way the man in the Score advert is presented is that he is trying 'too hard' to assert his power over the women who are strategically below him.

We learned from Van Zoonen and Butler that gender is a social construct and is reinforced by societal beliefs and micro-rituals, such as putting make up on or dressing up a certain way. He suggests that masculinity is also a socially constructed performance and therefore only then influenced by your surroundings. In the 1960s, the internet didn't exist and they couldn't really have a lot of information on how masculinity is represented apart from the lifestyle magazines and adverts like the Score advert, which reinforce masculine images of being tough and strong and really manly. 

So my view is that in the last 30 years, the idea and meaning of masculinity has been rewritten so that any male can display their preferred idea of masculinity. Masculinity therefore is not in a crisis as we always see that, according to Gauntlett, identity is becoming more fluid, there are generational differences which reveal evolutions in the acceptance of masculinity and things, like the view of gender, change over time.

There is a denotation in the Score advert of a woman reaching for the man which could show how the product makes you desired by women and therefore makes you above women, also shown by the higher position he's in. The scantily dressed women in the ad show that men only 'really want' a sexualised image of a woman - reinforcing Mulvey's male gaze theory. Which is an example of how things change over time as some men might not want to have women all over them. 

Other campaigns like Boys will be boys from Gillette shows that toxic masculinity, otherwise completely normal in the 60s ,is an issue that needs to be resolved. This agrees with the Maybelline advert as this offers a view that opposes the 1960s cliche of a man needs to be strong and all-powerful to be successful. This stemmed as Gillette's slogan was 'the best a man can get' but with constantly changing views on gender identity, that could be seen as offensive to people who don't identify themselves as men. 

In summary, I strongly agree with Gauntlett's view that masculinity isn't in crisis as the society we live in is now normalised to multiple and various meanings and interpretations of masculinity and with the awareness of the increasing number of people who identify as gender fluid, Gauntlett suggests that the meaning of masculinity could change over time and gender will become even more fluid.

Advertising: Maybelline CSP case study

'That Boss Life' close textual analysis

Use your notes from watching the video to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each:

1) Narrative & genre: narrative theory and sub-genre

The narrative could be that they both find an apartment in NYC and then decide to get 'bossed up'. The mascara is essentially the 'hero' of this as it is presented as a 'wand' that'll fix anything. 

2) Cinematography: camera shots and movement

The close up of the tag along with the 'magic wand' effect shows how important this product can be rto enhancing your life. Close ups of the product and the centring of the product highlight its importance. Extreme close up of the eye gives hints of a 'vlogger' like transformation and it also opposes the classic beauty adverts that we normally see.

3) Mise-en-scene: costume & props

The gold suitcase is an intertextual reference to films like Pulp Fiction and Mad Money. The transition from the room being a white to it being gold shows the audience that the product gives you a massive boost and knowing the extent of the change, as shown by the gold, makes the audience want it even more.

4) Mise-en-scene: actors, setting, lighting and colour

New York; setting. NYC is a well known city and it is one that many dream to live in one day which sets up the desire for the audience. The idea of an American city hints at a high-flying lifestyle as well as lots of money. LOTS OF GOLD - connotations of luxury and royalty.

5) Editing: pace, transitions and visual effects

The fake glimmer of the tag shows the 'magical' emphasis. The slo-mo cliche of throwing it in the air references the parts of movies where they throw money or gold in the air, suggesting that the product has the same value and importance as it's in abundance. The idea of the gold case and the product being in gold adds an exaggerated sense of luxury.

6) Graphics: text/graphics on screen

The anchorage at the beginning is an introduction to these 'famous celebs'. There is a hashtag to create public excitement for the product and to make fans engage on social platforms.

7) Sound: dialogue, music and sound effects

The sound effect of the tag at the beginning is that of a wand which sends connotations that this is magic for the audience.

Maybelline 'That Boss Life': wider reading

Read the following articles on this campaign:

Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand

Complete the following questions/tasks:

1) Why was this campaign such a landmark for beauty product advertising?

It was the first every Maybelline campaign to feature a male.

2) What do the articles suggest regarding the changing representation of sexuality and masculinity?

usually ads promote the dangerous sentiment that men are supposed to adhere to hypermasculine culture.") As we continue to celebrate beauty as a way for women to express themselves, it's equally important that men have the same right—whether that's getting the peace of mind of being able to dab a zit with concealer or the freedom to wear a full face and falsies.

3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?

The digital influencer phenomenon has already spread to the mass market, and Maybelline is certainly not the first mass brand to add a male makeup enthusiast to its system — last year, Cover Girl announced its appointment of James Charles, an Instagram makeup artist, to its roster of brand ambassadors. The campaign generated buzz because Charles is a teenage boy.

4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?

They're both highly influential social media stars who have a huge impact. MannyMua is openly gay and is also Mexican so it provides an alternative view on masculinity and nationality.

5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?

Some mass-market brands are eschewing the influencer route. Just this week, Revlon announced it was adding Gwen Stefani, a more traditionally established celebrity, to its ambassador lineup.

“It tends to be a younger brand attracting younger consumers for which the power of the influencers is really strong,” noted Liebmann.

In today’s consumer climate, said Liebmann, celebrities aren’t totally out — but it helps if they have a social media following.

Media Magazine: The Changing Face of Masculinity

Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:

1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?

The audience required photography rather than illustration to make the advert look more realistic.

2) How does the article suggest the Score hair cream advert uses narrative to sell the product?

It's 'made by men' which reinforces typical patriarchal ideologies.It is solely for men, it smells manly and using it will not feminise you in any way. The brand’s personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society.

3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?

Men are dominant and that women are subservient to them as suggested by the positioning and eye contact. As a heterosexual male, one can achieve everything presented before them in the picture: power, control and sex appeal, with better hair.

4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?

An oppositional reading or a critical interpretation would be that the macho-laden ideas presented in this image are damaging to male self-esteem and present women as passive and merely decorative (although they’re good for carrying your ammo).

5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?

The video ad touches on issues of gender representation, ethnicity and lifestyle. They are both social media influencers and can have a big impact on how the product sells. Manny is also gay and therefore opposes typical gender expectations. 

6) What is the narrative of the Maybelline advert?

The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara.

7) What does the article suggest the Maybelline advert's message is?

That Maybelline 'transforms' you into a magical state. It utilises many sounds as well as a motif of gold and 'magic transformations' to show that this makes you stand out. 

8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?

Blogger Matt Walsh openly criticised Gutierrez, saying: ‘Dads, this is why you need to be there to raise your sons’ implying that strong masculine role models, perhaps like the guy in the ‘Score’ commercial, can steer their sons away from a damaging and emasculating interest in beauty and make-up.

This contrast encompasses the different views of masculine acception in the gap of 50 years.

Advertising: Score case study

Media Factsheet - Score hair cream

Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #188: Close Study Product - Advertising - Score. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets. If you need to access this from home you can download it here if you use your Greenford login details to access Google Drive.

Read the factsheet and answer the following questions:

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

Advertisers used less market research and instead used their own creativity.  “Eschewing portrayals of elitism, authoritarianism, reverence for institutions and other traditional beliefs, ads attempted to win over consumers with humour, candour and, above all, irony.” They used large visuals and minimal copy for a dazzling, dramatic effect which is evident in the score advert.

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

Women are more prevalent in the workplace and, therefore, have more discretionary income than women in the sixties. The 60s reinforced that the woman's place was at home and in the kitchen, the typical sexist stereotype of women. 

3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image?

There is a denotation of a woman reaching for the man which could show how the product makes you desired by women and therefore makes you above women, also shown by the higher position he's in. The scantily dressed women in the ad show that men only 'really want' a sexualised image of a woman - reinforcing Mulvey's male gaze theory.

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

The Score advert identifies the man as Propp’s ‘hero’ in this narrative. The image infers that he is ‘exalted’ as the hunter-protector of his ‘tribe’. The adoration – and availability – of the females are his reward for such masculine endeavours

5) How might an audience have responded to the advert in 1967? What about in 2019?

The 1967 male audience might read the narrative as ironic and humorous (the dominant reading?) but it is unlikely that they would challenge the underlying ideology implicit within the advert. Females, though not the target audience, might read the gender representations in an oppositional way but at the same time accept its representation of a patriarchal society as normal or inevitable. Modern audiences, including students of the media, are likely to respond in a different way, aware that its sexist narrative is outdated and, for some, offensive

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?

The anchorage text gives meaning to the product as well as reassuring men about their sexuality through the repeated emphasis that the cream was made by MEN. Bandwagoning is also present as if other men get it, others will feel inclined to follow suit. The slogan 'get what you've always wanted' is an example of a traditional reference of gender and masculinity.

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

Van Zoonen agreed with Butler on that she sees gender as negotiated and dependant on social and historical context. Butler's Gender Trouble can be applied here as well as this shows that the meaning and representation of the female sex is completely the work of the social influences undergone by the creators if the advert.

8) How could Stuart Hall's theory of representation and David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?

Here, according to Hall, Score is actively constructing their representations of both men and women to suit their personal criteria. The sense of individuality provided to men is then completely false as it's all a reflected version of a pre-constructed representation.

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)?

The anchorage text reinforces that manly men made this and therefore are pushing a heteronormative agenda on its customers. This opposed the 1967 decriminalisation of homosexuality as this shows that heterosexuals are a dominant gender here.

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

The jungle-like setting as well as the adventure clothes hint to the colonial era as they are all holding up, or even worshipping, a white man with a gun.


Wider reading

The Drum: This Boy Can article

Read this article from The Drum magazine on gender and the new masculinity. If the Drum website is blocked, you can find the text of the article here. Think about how the issues raised in this article link to our Score hair cream advert CSP and then answer the following questions:

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’

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.

3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?

 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?

there is a slow but growing shift towards targeting consumers on more than the usual ‘ABC1 male’ demographics. Quite a few brands still segment like this, but others are seeking “a true understanding of their target consumer; who they really are, their beliefs, their attitudes, where they are now, where they want to be in future. “These brands are not just governed by the jobs men do or their age”.

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?

“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.”