Advertising: Score hair cream CSP

Media Factsheet - Score hair cream

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

Advertising in the 1960s shifted from traditional, information-heavy adverts towards more creative and visually driven campaigns. Advertisers began prioritising striking photography, humour and irony, influenced by television and poster culture, rather than relying solely on copy or expert authority. The Score advert reflects this shift through its dominant visual image and minimal anchorage text, using an exaggerated jungle fantasy to communicate meaning. The advert relies on symbolic imagery and spectacle to construct a persuasive message that the product enhances hegemonic masculinity and sexual success. This demonstrates the emergence of the “new advertising” style of the 1960s

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

Post war British advertising commonly represented women through traditional gender stereotypes, reinforcing a patriarchal ideology. Women were often portrayed as domestic housewives, responsible for cooking, cleaning and supporting their husbands, reflecting the clear division of labour between men and women. As the 1960s progressed, representations increasingly shifted toward sexual objectification, where women were presented as decorative figures designed to attract male attention. In the Score advert, women function as passive objects of desire, reinforcing the idea that female value is tied to male approval and sexual attractiveness.

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 advert’s mise-en-scène constructs meaning through symbolic visual codes. The jungle setting connotes adventure, danger and conquest, positioning the male figure as a powerful explorer or hunter. Props such as the gun and throne signify dominance, authority and control, reinforcing the man’s status as the central “hero”. The women’s revealing costumes signify sexual availability and function as visual markers of objectification, appealing to the male gaze. Collectively, these connotations construct a fantasy narrative in which the male consumer achieves power, status and sexual success, linking the product to hegemonic masculinity.

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

constructs a simple narrative structure that aligns with Propp’s character theory, positioning the male figure as the hero. The visual narrative implies he is a powerful hunter or leader whose reward is the admiration and availability of multiple women. This narrative appeals to the target audience of young men by reinforcing hegemonic masculinity and male dominance. The women act as passive characters who validate the hero’s success, which reflects the patriarchal ideology embedded within the advert’s representation of gender.

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

In 1967, a male audience may have produced a dominant reading, interpreting the advert as humorous or aspirational, while accepting the patriarchal gender roles as socially normal. Female audiences may have adopted a negotiated or oppositional reading, recognising the sexist representations but understanding them within the context of the time. However, contemporary audiences in the 2020s are more likely to adopt an oppositional reading, criticising the advert for its overt sexism and objectification of women. This demonstrates how audience interpretations change depending on social and cultural context.

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 advert uses several persuasive techniques to position the product as desirable. The brand name “Score” acts as anchorage, carrying connotations of sexual success and male achievement. The visual composition associates the product with power, attractiveness and dominance, creating an aspirational lifestyle for the consumer. Limited copy and product information reinforces the bold visual narrative, while the brand identity constructs a masculine brand personality aimed at young male consumers. These techniques work together to create a clear brand message linking grooming with masculinity and sexual success.

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

Zoonen’s feminist theory argues that gender representations are constructed within specific cultural contexts. The Score advert reflects the patriarchal values of the 1960s by depicting women as passive sexual objects. bell hooks’ intersectional theory could critique the advert for reinforcing a “white supremacist capitalist patriarchy”, where the white male dominates both women and the exoticised environment. Meanwhile, Judith Butler’s theory of gender performativity suggests that both the man and the women are performing socially constructed gender roles, reinforcing the binary stereotypes of masculine dominance and feminine submission.

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

Gauntlett argues that media representations help audiences construct their own identities. The Score advert provides a clear model of idealised masculinity, presenting the male figure as confident, dominant and sexually successful. Male audiences may use these representations as symbolic resources when shaping their own gender identities. However, this also reinforces narrow expectations of masculinity based on power and sexual conquest, limiting alternative representations of male identity.

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 advert constructs an exaggerated display of heterosexual masculinity, with the male figure surrounded by sexually available women. This hyper-heterosexual representation may reflect cultural anxieties around masculinity, particularly in the context of the 1967 partial decriminalisation of homosexuality in Britain. By emphasising dominance, strength and heterosexual desire, the advert reassures male audiences of their “real man” identity, reinforcing traditional gender norms during a period of social change

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

The jungle setting and imagery can be interpreted through post-colonial theory, particularly the ideas of cultural dominance. The white male figure is represented as a heroic hunter or leader in an exotic environment, reflecting colonial narratives where Western men conquer and control foreign landscapes. This reinforces the ideology of Western superiority and imperial power, suggesting that despite the decline of the British Empire, colonial values continued to be reproduced through media representations

Wider reading

The Drum: This Boy Can article

1) Why does the writer suggest that we may face a "growing 'boy crisis'"?

The writer suggests a “boy crisis” because contemporary society has focused heavily on female empowerment, while issues affecting men are less openly discussed. The article highlights statistics such as higher male suicide rates, greater school dropout rates and increased involvement in crime, suggesting that traditional expectations of hegemonic masculinity prevent men from expressing vulnerability. The ideological pressure for men to simply “man up” reinforces restrictive gender norms, meaning men may struggle with identity and self-worth in a rapidly changing social context where traditional masculine roles are being challenged.

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?

It has shifted away from its previous hyper sexualised representation of masculinity, where men were portrayed as becoming irresistible to women through the “Lynx effect”. Instead, the “Find Your Magic” campaign repositions masculinity as diverse and individual, encouraging men to embrace different identities rather than conform to stereotypical ideals. This reflects a change in brand identity and representation, moving from a narrow hegemonic model of masculinity towards a more inclusive portrayal that acknowledges varied male experiences and challenges outdated gender stereotypes.

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

Brockway argues that advertisers should challenge traditional gender stereotypes by presenting alternative representations of masculinity. He suggests that media should normalise behaviours that contradict conventional masculine expectations, such as boys liking pink, avoiding physical toughness, or rejecting career ambition. 

4) How have changes in family and society altered how brands are targeting their products?

Changing family structures and gender roles have altered how brands approach audience targeting and market segmentation. Traditionally, advertising assumed women controlled household purchasing decisions, particularly within FMCG markets. However, research now shows that men increasingly participate in activities such as supermarket shopping and managing household finances, meaning brands must reconsider outdated demographic assumptions. As a result, advertisers are beginning to focus on psychographic profiling and lifestyle identities rather than simple gender stereotypes, reflecting broader social shifts toward equality and shared domestic responsibilities.

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?

Desouches suggests that brands must first establish a new brand narrative and ideological framework before fully challenging traditional masculine stereotypes. By “setting the platform”, campaigns like “Find Your Magic” introduce audiences to alternative representations of masculinity in a gradual and accessible way. This strategy helps audiences renegotiate their understanding of gender identity without immediately rejecting the message. In media terms, it allows producers to slowly shift the dominant discourse around masculinity, encouraging audiences to reconsider established gender norms while maintaining engagement with the brand.