Hypermasculinity in advertising
Hyper-masculinity is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality.
Advertising in the 1950s-1980s often featured a hyper-masculine representation of men – and some representations in the media today still continue this.
Score hair cream advert: CSP context
The Score hair cream advert is an historical artefact from 1967. It should be examined by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques.
Context: 1967 can be seen as a period of change in the UK with legislation on (and changing attitudes to) the role of women – and men – in society. Produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act, the representation of gender could be read as signalling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire.
Score hair cream advert
1) What year was the advert produced and why is the historical context important?
1967 - the historical context is important because during this time period societal views on a woman's role was beginning to change and reshape.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
-In this advert the women are dressed revealingly which is an example of the male gaze and the idea that women are there to be admired and gazed at by men
-The male figure is shown to be physically higher and above all of the female models in the ad which essentially asserts his dominance and makes him seem 'god-like' to the women
-The female models are all seen to be either carrying the male model or trying to reach out for him which further asserts his dominant figure in this ad
-The male model is seen to be holding a gun which can be interpreted as being a phallic symbol
3) The main slogan is: 'Get what you've always wanted'. What does this suggest to the audience and how does it reflect the social and cultural context of 1967?
The slogan along with the image on the print suggests to the audience that men want to be chased by loads of women in order to make them feel dominant and as if they have something going for them. It reflects the inequality in the social context of 1967 as women were typically openly objectified and were seen as only having purpose for a man.
4) Why is it significant that the advert text says it is "made by men" and that it also contains "Score's famous masculine scent"?
It shows how this ad is mainly aimed at men and in some ways asserts the male dominance at the time.
5) What representation of sexuality can be found in the advert?
The idea that men are dominant and feel fulfilled by being chased by women. Women are seen as less dominant and are sexualised - a theory that could be applied to this ad is the 'male gaze'.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert reflects representations of masculinity in advertising 50 years ago as being something that all men want to fit into and be. Masculinity is shown in this ad as being a man who is ultimately dominant and is in control of all of his relations with females.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
Even now masculinity in advertising is usually represented as a male being able to attract women through the use of the product being sold. Men in advertisement are usually shown posing with a female in a dominant manner to enhance their masculinity.
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'"?
The writer suggests that we may face a "growing boy crisis" because we are empowering the wrong sex as we don't address issues which affect boys as much as we do girls. There is a unconscious bias that males should simply 'man up' and deal with any crisis themselves.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
The Axe/Lynx has changed its marketing to present a different representation of masculinity as they present a more diverse definition of what it means to be a 'successful' man and to relive their pressure. This 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"?
He suggests advertisers totally reinvent gender constructs as they dare to paint a world where boys like pink, don't like going out and getting dirty, or aren't career ambitious.
4) How have changes in family and society altered how brands are targeting their products?
Changes in family and society altered how brands are targeting their products because they use a stereotypical element to appeal to consumers. "As Miller says, the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalise different scenarios by largely failing to portray this new normal."
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?
Fernando Desouches, Axe/Lynx global brand development director says you have got to "set the platform" before you explode the myth of masculinity because there are changing meanings of what it means to be a man and what it means to be successful. He is trying to make men feel comfortable with who they really are and how they choose to portray themselves.
Campaign: Why brands need to change
Read this Campaign article on Why brands need to change their approach to marketing masculinity. If the Campaign website is blocked, you can find the text of the article here. Think about how the article relates to our work on gender and advertising then answer the following questions:
1) What are two ways advertising traditionally presented masculinity?
Masculinity in advertising is traditionally presented as either a glamourous James Bond-style masculinity that attracted 'the ladies' or a buffoon-style masculinity that was firmly under the wifely thumb
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
The two reasons that Joseph Gelfer suggests for why this needs to change are:
3) What are the five stages of masculinity?
4) Take the Five Stages of Masculinity Personality Inventory test to see what stage of masculinity you are at. Where did it suggest your views are currently? Do you agree with its assessment? You can read more about the five stages of masculinity here.
I was stage 3 and i somewhat agree with this.
5) What stage of masculinity was the Score advert aiming at in 1967?
The score advert was at stage one of masculinity in 1967.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
The stages of masculinity are important for companies and advertisers when targeting an audience because they will know what products appeal to men and different types of men. It helps the advertisers keep up with the changing views of men and how masculine their products should be in order to appeal to consumers.
Hyper-masculinity is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality.
Advertising in the 1950s-1980s often featured a hyper-masculine representation of men – and some representations in the media today still continue this.
Gelfer: Changing masculinity in advertising
Joseph Gelfer, a director of masculinity research, suggests that the way masculinity is represented in advertising is changing. Looking at advertising over the last 20 years:
“Previously, masculinity was mostly presented in one of two ways: either a glamorous James Bond-style masculinity that attracted ‘the ladies’, or a buffoon-style masculinity that was firmly under the wifely thumb.
Thankfully, and somewhat belatedly, things are beginning to change.” (Gelfer, 2017)
Gelfer: Five stages of Masculinity
Gelfer suggests there are five stages of masculinity – how people perceive and understand what it means to be a man.
Stage 1: “unconscious masculinity” – traditional view of men
Stage 2: “conscious masculinity” – as above but deliberate
Stage 3: “critical masculinities” – feminist; socially constructed
Stage 4: “multiple masculinities” – anyone can be anything
Stage 5: “beyond masculinities” – it doesn’t exist
Gelfer says advertisers need to think about how their target audience views men and masculinity when creating campaigns.
Masculinity in crisis? David Gauntlett
Media theorist David Gauntlett has written extensively on gender and identity. He disagrees with the popular view that masculinity is ‘in crisis’:
“Contemporary masculinity is often said to be 'in crisis'; as women become increasingly assertive and successful… men are said to be anxious and confused about what their role is today.”
Instead, Gauntlett suggests that many modern representations of masculinity are “about men finding a place for themselves in the modern world.” He sees this as a positive thing. (Gauntlett, 2002)
Score hair cream advert: CSP contextThe Score hair cream advert is an historical artefact from 1967. It should be examined by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques.
Context: 1967 can be seen as a period of change in the UK with legislation on (and changing attitudes to) the role of women – and men – in society. Produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act, the representation of gender could be read as signalling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire.
Score hair cream advert
1) What year was the advert produced and why is the historical context important?
1967 - the historical context is important because during this time period societal views on a woman's role was beginning to change and reshape.
2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance?
-In this advert the women are dressed revealingly which is an example of the male gaze and the idea that women are there to be admired and gazed at by men
-The male figure is shown to be physically higher and above all of the female models in the ad which essentially asserts his dominance and makes him seem 'god-like' to the women
-The female models are all seen to be either carrying the male model or trying to reach out for him which further asserts his dominant figure in this ad
-The male model is seen to be holding a gun which can be interpreted as being a phallic symbol
3) The main slogan is: 'Get what you've always wanted'. What does this suggest to the audience and how does it reflect the social and cultural context of 1967?
The slogan along with the image on the print suggests to the audience that men want to be chased by loads of women in order to make them feel dominant and as if they have something going for them. It reflects the inequality in the social context of 1967 as women were typically openly objectified and were seen as only having purpose for a man.
4) Why is it significant that the advert text says it is "made by men" and that it also contains "Score's famous masculine scent"?
It shows how this ad is mainly aimed at men and in some ways asserts the male dominance at the time.
5) What representation of sexuality can be found in the advert?
The idea that men are dominant and feel fulfilled by being chased by women. Women are seen as less dominant and are sexualised - a theory that could be applied to this ad is the 'male gaze'.
6) How does the advert reflect representations of masculinity in advertising 50 years ago?
The advert reflects representations of masculinity in advertising 50 years ago as being something that all men want to fit into and be. Masculinity is shown in this ad as being a man who is ultimately dominant and is in control of all of his relations with females.
7) How much do you think things have changed with regards to representations of masculinity in advertising?
Even now masculinity in advertising is usually represented as a male being able to attract women through the use of the product being sold. Men in advertisement are usually shown posing with a female in a dominant manner to enhance their masculinity.
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'"?
The writer suggests that we may face a "growing boy crisis" because we are empowering the wrong sex as we don't address issues which affect boys as much as we do girls. There is a unconscious bias that males should simply 'man up' and deal with any crisis themselves.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
The Axe/Lynx has changed its marketing to present a different representation of masculinity as they present a more diverse definition of what it means to be a 'successful' man and to relive their pressure. This 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"?
He suggests advertisers totally reinvent gender constructs as they dare to paint a world where boys like pink, don't like going out and getting dirty, or aren't career ambitious.
4) How have changes in family and society altered how brands are targeting their products?
Changes in family and society altered how brands are targeting their products because they use a stereotypical element to appeal to consumers. "As Miller says, the definition of “family” in places like Britain is profoundly changing – but advertising is not helping to normalise different scenarios by largely failing to portray this new normal."
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?
Fernando Desouches, Axe/Lynx global brand development director says you have got to "set the platform" before you explode the myth of masculinity because there are changing meanings of what it means to be a man and what it means to be successful. He is trying to make men feel comfortable with who they really are and how they choose to portray themselves.
Campaign: Why brands need to change
Read this Campaign article on Why brands need to change their approach to marketing masculinity. If the Campaign website is blocked, you can find the text of the article here. Think about how the article relates to our work on gender and advertising then answer the following questions:
1) What are two ways advertising traditionally presented masculinity?
Masculinity in advertising is traditionally presented as either a glamourous James Bond-style masculinity that attracted 'the ladies' or a buffoon-style masculinity that was firmly under the wifely thumb
2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?
The two reasons that Joseph Gelfer suggests for why this needs to change are:
- The altruistic reason is that traditional masculinity causes problems, whether it be its impact on men’s wellbeing or on women and their equal representation in society. All brands need to do their part in making the world a better place, so looking at masculinity can really be seen as part of corporate social responsibility efforts.
- The self-serving reason is that masculinity is constantly shifting and brands need an equally agile response in order to engage with consumers and remain relevant and competitive. By repeating tired clichés or offering alternatives of only limited imagination, brands are in danger of failing on both these fronts
3) What are the five stages of masculinity?
- Stage 1: “unconscious masculinity” – traditional view of men
- Stage 2: “conscious masculinity” – as above but deliberate
- Stage 3: “critical masculinities” – feminist; socially constructed
- Stage 4: “multiple masculinities” – anyone can be anything
- Stage 5: “beyond masculinities” – it doesn’t exist
4) Take the Five Stages of Masculinity Personality Inventory test to see what stage of masculinity you are at. Where did it suggest your views are currently? Do you agree with its assessment? You can read more about the five stages of masculinity here.
I was stage 3 and i somewhat agree with this.
5) What stage of masculinity was the Score advert aiming at in 1967?
The score advert was at stage one of masculinity in 1967.
6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?
The stages of masculinity are important for companies and advertisers when targeting an audience because they will know what products appeal to men and different types of men. It helps the advertisers keep up with the changing views of men and how masculine their products should be in order to appeal to consumers.
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