Advertising Assessment
David Gauntlett has argued against the idea that masculinity is 'in crisis’. To what extent do you believe masculinity is 'in crisis'?
In your response you should refer to your Advertising and Marketing Close Study Products: the Score hair cream advert (1967) and the Maybelline ‘That Boss Life’ YouTube advert (2017).
David Gauntlett has argued against the ideas that masculinity is in crisis. He believes that masculinity is more of a social construct than nature. Instead of viewing the concept of masculinity as something in extremity, Gauntlet views it as something that goes through the process of change and progression. The varying in generations has an impact on this change which gauntlet often mentions. Generational differences affect the perception of what masculinity truly is; is shown through the Score hair cream advert and the Maybelline 'That Boss Life' advert.
The Score hair cream advert (1967) is a great example of the perception of the meaning of masculinity changing depending on the generations. The 1960s was a time of patriarchy and inequality of the genders, men were perceived as dominant and powerful in comparison to women. This impression of men shaped the definition of masculinity at that time which is shown through this advert. The man seen in this advert is portrayed as authoritative and imposing; the gun is seen in his and acts as a catalyst to further emphasise this depiction. Typical gender stereotypes and gender roles are being reinforced through this advert in order to present the state of society at that time and their underlying objection against change. Contextually, around the time that this advert was created, the demonisation of homosexuality was present; in relation to this, This advert acted as reassurance for men and their sexuality. Gauntlet believed that audiences have the capability to construct their own identity with what they see in the media and men in the 1960s, seeing this advert, would feel obliged to compose their identity to match the characteristics of the main protagonist in the advert; to overall fit into society. Focussing on the anchorage text, 'get what you've always wanted' has underlying connotations towards sexism and the objectification of women, which further enhances the male dominance. The meaning of 'being masculine' around this time was big, muscular, fierce and prevailing.
The Maybelline 'That Boss Life' Youtube advert (2017) offers a different perception of what masculinity truly means. In recent times, the fluidity of gender roles have become more prominent in the sense that genders are not constricted to behave in a specific way - this is shown through this advert. The main protagonist, Manny MUA, is seen, confidently, wearing makeup and not being ashamed of it. The portrayal of Manny is positive and natural which contextually links to the views of homosexuality and gender roles in the 21st century. This advert has very modern and contemporary aspects to it, these modernized themes will appeal to a more youthful audience as younger generations are perceived as more open to change. This links into gauntlets view on generational differences. He believes that people in the first half of the twentieth century are less tolerant of homosexuality compared to people born in recent years. The contrast between the two adverts perfectly shows how the meaning of masculinity changes as generational changes occur, thus proving gauntlets view that masculinity is not in crisis and that is in fact transforming.
In conclusion, I agree with gauntlets statement that masculinity is not in crisis and that it is, in fact, changing alongside the change in society. The perception of what masculinity really means has changed drastically over the last 100 years and that is depicted through media. What was once a regiment that men had to conform to has now become something that men can embrace in without feeling the need to alter their personal identity
David Gauntlett has argued against the idea that masculinity is 'in crisis’. To what extent do you believe masculinity is 'in crisis'?
In your response you should refer to your Advertising and Marketing Close Study Products: the Score hair cream advert (1967) and the Maybelline ‘That Boss Life’ YouTube advert (2017).
David Gauntlett has argued against the ideas that masculinity is in crisis. He believes that masculinity is more of a social construct than nature. Instead of viewing the concept of masculinity as something in extremity, Gauntlet views it as something that goes through the process of change and progression. The varying in generations has an impact on this change which gauntlet often mentions. Generational differences affect the perception of what masculinity truly is; is shown through the Score hair cream advert and the Maybelline 'That Boss Life' advert.
The Score hair cream advert (1967) is a great example of the perception of the meaning of masculinity changing depending on the generations. The 1960s was a time of patriarchy and inequality of the genders, men were perceived as dominant and powerful in comparison to women. This impression of men shaped the definition of masculinity at that time which is shown through this advert. The man seen in this advert is portrayed as authoritative and imposing; the gun is seen in his and acts as a catalyst to further emphasise this depiction. Typical gender stereotypes and gender roles are being reinforced through this advert in order to present the state of society at that time and their underlying objection against change. Contextually, around the time that this advert was created, the demonisation of homosexuality was present; in relation to this, This advert acted as reassurance for men and their sexuality. Gauntlet believed that audiences have the capability to construct their own identity with what they see in the media and men in the 1960s, seeing this advert, would feel obliged to compose their identity to match the characteristics of the main protagonist in the advert; to overall fit into society. Focussing on the anchorage text, 'get what you've always wanted' has underlying connotations towards sexism and the objectification of women, which further enhances the male dominance. The meaning of 'being masculine' around this time was big, muscular, fierce and prevailing.
The Maybelline 'That Boss Life' Youtube advert (2017) offers a different perception of what masculinity truly means. In recent times, the fluidity of gender roles have become more prominent in the sense that genders are not constricted to behave in a specific way - this is shown through this advert. The main protagonist, Manny MUA, is seen, confidently, wearing makeup and not being ashamed of it. The portrayal of Manny is positive and natural which contextually links to the views of homosexuality and gender roles in the 21st century. This advert has very modern and contemporary aspects to it, these modernized themes will appeal to a more youthful audience as younger generations are perceived as more open to change. This links into gauntlets view on generational differences. He believes that people in the first half of the twentieth century are less tolerant of homosexuality compared to people born in recent years. The contrast between the two adverts perfectly shows how the meaning of masculinity changes as generational changes occur, thus proving gauntlets view that masculinity is not in crisis and that is in fact transforming.
In conclusion, I agree with gauntlets statement that masculinity is not in crisis and that it is, in fact, changing alongside the change in society. The perception of what masculinity really means has changed drastically over the last 100 years and that is depicted through media. What was once a regiment that men had to conform to has now become something that men can embrace in without feeling the need to alter their personal identity
[20 marks]
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