Advertising: assessment

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).

[20 marks]

Masculinity is not in crisis because now the stereotypes have been subverted between women and men and women are now becoming more powerful and strong and men are becoming more emotional and open.
This is a progressive step because of the change in roles people are less restricted now
The generational difference between the older generation which prefers men to be masculine by being strong, hardhearted and resilient whereas the new generation believes men can now be vulnerable, caring and elegant.

The change between the past and the present can be clearly seen through the Score hair cream advert and the Maybelline "The Boss Life".


When the score hair cream advert was created in 1967 during the second wave of feminism which was a period of change in the UK from the legalisation of homosexuality and women fighting for reproductive rights, abortion rights and equal pay. There was clearly a change prevalent however masculinity was still seen as more prominent and advert like these tried to enforce the idealogy back into society. For example, in the advert, there is a slogan that states "Get what you've always wanted". This suggests that men want scantily-cloud dressed women which shows hypermasculinity. Also the anchorage text below treasure men about their sexuality and creates heteronormative assuming all people are heterosexual. This links to discrimination of homosexuality and also shows how masculinity isn't in crises because people use to believe being homosexual isn't masculine. Also in the poster, the man is literally positioned above the women to show his superiority and dominance which therefore further reinforces gender stereotypes and shows how the power between the genders are imbalance. Also links to the 1970 equal pay act. Furthermore in the background, women are desperately trying to reach out him to show that masculinity used to only exist because of the submissive power from women and shows how different it is now as women are more independent and not needing from men. Also, the gun which the man is holding represents the phallic symbol which further reinforces male dominance. The links to David Gautlentetts 2nd idea showing how the older generations were taught through adverts, society etc that this is what masculinity should be however it is clear to see how this ideology has been changing over time and the new generation are more supportive of the Maybelline advert.

The Maybelline advert feature Manuel Gutierrez who is the first male brand ambassador for the make-up brand Maybelline and Shayla Mitchell. This shows how significantly gender roles have changed in a couple of decades and now becoming more supportive of men who put on makeup and turning it into a norm. This clearly shows masculinity is in crisis however it should be seen in a positive wave because now men are allowed to express themselves through who they really are and don't have to hide behind a false façade.  For example the advert uses a bell boy narrative where a bell conforms to traditional beauty standards however even he still shows interest to the beauty product and uses it.This shows how the advert is in fact encouraging audience that it is masculine to actually apply beauty products and beauty product can be used by anyone even masculine men which as a result show the old idea of masculinity is becoming more fragile. Also in the advert the use of the golden suitcase and them throwing the suitcase in the air show wealth, abundance and the large number of products encased in gold adds the over the top luxury and wealth excess. Masculinity is usually associated with wealth and being the "bread winner" however the idea of wealth has now changed and the main character is now showing off beauty products not the traditional paper money or gold which shows how masculinity has changed over time. Also both of beauty influences are constantly winking and their facial expression reflect the sultry and suggestive nature . When this compared to the score advert it is seen only the women do this however in the Mabelline it is seen that both actors do this and before it may have been shunned but now it is seen as an achievement and people praise the confidence.

In Conclusion, I do believe the old idea of masculinity is in crisis however this should be seen has a more positive idea because the past idea of masculinity was toxic and didn't allow men to be expressive of their mentions and be truly who they are.  This link to David Gauntlets third idea that no idea is stationary and things change over time and through generations.