MEDIA P1 CSP DETAIL (Score) Flashcards
(17 cards)
Who is the central figure?
A confident, rugged white man holding a shotgun
What is the body language of the central figure?
he stands tall and composed, legs apart, dominating the frame – the classic ‘hero’ pose
What are the visual features of the women?
several women (mostly white or light skinned) surround him, wearing bikinis or tribal style outfits, some kneeling and looking up at him adoringly
What is the setting?
a tropical jungle backdrop, evoking ideas of exoticism and conquest
What is significant of the word ‘Score’?
The word ‘Score’ is bold, blocky – masculine and aggressive
how do media language codes construct the man?
Media language codes construct the man as the alpha male who is in control and sexually desireable
What does the jungle setting and minimal womens clothing show?
The jungle setting and minimal clothing of the women reflect a colonial and exotic fantasy, reinforcing outdated gender and racial ideologies
What does the gun symbolize?
The gun symbolizes power and dominance both over nature and women
How is the male figure constructed?
The male figure is constructed using hegemonic masculinity: dominance, confidence, ruggedness
How is the score hair cream product positioned as?
The score hair cream is positioned as a product that enhances male authority and sexual appeal
How are the women presented as?
Presented as sexualised, passive, and decorative – their role is to admire the man
Many are posed lower in the frame or physically touching him – suggesting possession or submission
What does the womens attire play into?
While most of the women are white or ambigiously ‘exotic’, their attire (animal print, feathers, bikinis) clearly plays into colonial stereotypes of the ‘jungle native’
what does the ad reinforce?
The ad reinforces 1960s ideals of gender roles: men as hunters/conquerors and women as prizes
It reduces women to mere ornaments that affirm the mans success
What is the target audience?
white, heterosexual, middle class british men in the 1960s
What is the appeal for the product?
the idea that using score will make you more desireable and powerful ‘get what youve always wanted’
When was the poster released
1967 Britain - post war and pre equality era
What was some industry context of the time?
- Gender roles were being challenged (second wave feminism) but many ads still clung to patriarchal ideals
- The score ad reflects lingering imperial attitudes, with britain only recently losing its colonies
- The rise of consumerism meant products werent just sold on fucntion but lifestyle, identity, status
