Exam Questions

Compare the Lynx advert with one of your CSP's. How does the advert use media language to create a representation of gender and a brand identity

In the LYNX advert, they sell the idea that if you buy the product you will automatically get the woman as well. The Score ad from the 1960's also does this. They both use mise en scene to show the idea. These adverts objectifies women, as in the score ad all the women are wearing very little clothing and the lady in the lynx ad is wearing a bikini. the very revealing clothing symbolise the 'sexyness' of the ads. In the score ad the women are seemed to worship the man as they are carrying him.  Judith Butler  says 'Gender is as 'preformed' or 'performative''

Roland Barthes talks about semiology. This is the relationship between the signifer and the signified
the signifier, which in this case is LYNX and Score, is considered to be the object. the signified, in both adverts is the claim to get the buyer more women. this is also portrayed by the use of mise en scene.

Both products are considered to be cosmetics. Score is a hair liquid and Lynx is a shower gel/aftershave.



Media Producers make choices about how to represent social groups. the effect of historical contexts on representations. 
This Score advert (1967) aims their products at a certain social group. This social group is straight young men. We know this through the use of mise en scene. They are represented as young carefree men looking for women. In this advert the women are seemed to worship the man as they are carrying him.  Judith Butler  says 'Gender is as 'preformed' or 'performative''. This contributes to stereotypical way we see the genders. Men are considered 'manly' when surrounded by women.

The historical context affect the advert and the way its presented. This advert came out in the late 1960. This is significant as this is around the time when it was made legal to homosexual. This advert then excludes the homosexuals as although it was legal it was not accepted everywhere and by leaving this small group of people out they widen their target audience.

Roland Barthes talks about semiology. This is the relationship between the signifer and the signified
the signifier, which in this case is Score, is considered to be the object. The signified, in the advert is the claim to get the buyer more women. This is also portrayed by the use of mise en scene.

If this type of advert was released now, it would receive different views as there more feminist around now to argue that this advert is incorrect and also more men have had to courage to 'come out'. as this is a very sexist advert it would receive many complaints like the Lynx Excite, which drew 113 complaints. Although the ad was taken down, their name was in the media a lot, which was promoting the company. This would happen to score if the advert was released now

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