Score

• Sign


  A symbol that represents something else
• Connotation


  The implied or associated meaning of a sign
• Headline


  "Get what you have always wanted"
• Headline


  • Appeals to audiences to buy the hair cream - anchorage
• Man


  • Positioned at the top of the mise en scene
  • High status - dominant signifier
  • Being carried on a litter
  • "God" like superiority
• Rifle


  • Violence, Power, Adventure
• Short sleeve shirt, muscular arms

  • Man that is ready to fight
• Indexical animal skin


  • Evidence of his dominance/success
• Watch on his wrist

  • Reliable, Responsible, Values how their time is spent - myth
• Man being worshipped by the women

  • Mental concept of masculine power and control
• Short skirts and matching shirts

  • Revealing as much skin as regulation allowed - the male gaze
• Tanned bodies


  • Symbolises Glamour
• Women staring at the man

  • They are in awe of his presence
  • Audience could have the same power if they bought it - breaking the fourth wall
• Media products such as Score communicate their meaning through a process of signification
• The Jungle


  • Refers to the exotic rural setting which is established by the safari clothing worn by the characters
  • Exciting location encoded into the blade style leaves in the background
  • Unfamiliar landscape - associates hair cream with all the thrills and danger of hunting expedition into the unknown
• Greaseless hair means the audience can become a hero too
• Binary Oppositional representation


  Masculinity and femininity
• Women's representation


  • Passive and subservient identity
• Man's representation


  • Combative and aggressive through conquering the world with his weapon
• The wives are looking to elevate their husbands' status rather than reducing themselves to a subservient role in the narrative
• While this advertisement may have helped the original 1960s audience to construct their identity, the product would not have the same impact on a modern audience as women are now seen as more self-determined and have more power
• The three promotional materials in this guide feature women and dress codes which emphasise their bodies therefore the intersection of race, gender and class influence representation and our opportunities in life
• Until women have greater control of the economy and means of production, women will continue to be objectified to satisfy the male gaze