An in-depth and well summarised exploration of the Score Hair Cream Print Advert CSP for AQA A-Level Media Studies students. This contains all the theory and exploration of the designated theoretical framework (Language and Representation) to secure an excellent grade. It will save you a lot of tim...
Media Studies: CSP - Score Print Advert (Language, Representation and
Context)
Context
● The advert was published in 1967
● It is profoundly re ective of its time period; extensive use of
lexical codes was conventional which was to ensure audiences
were provided with information about a product
● This was because contemporary sources of media, such as the
internet or even television weren’t at the disposal of all
audiences…yet
● In addition, during the 60s adverts were primarily illustrated.
However, the use of (evidently) large colour photos re ects the
changes in advertising trends happening in the 60s
● Advertising methods were transitioning - which would have
reinforced the communicated message and developed a
profusion of audience enticement
● Imagery has been manipulated effectively. The product has been distinctly
illustrated, in conjunction with repetition of the brand name, ensuring the
brand’s identity is cemented in the audience's mind
Semiotic Analysis
● To establish audience appeal and enticement, the advert communicates a
clear message: ‘Use the product, get the girl’
● The dominant signi er (male gure) is positioned at the top of the advert,
connoting his higher status - proxemics. This is a traditional representation of men
in the 60s - the ‘breadwinners’
● Additionally, he is being carried which ampli es his status, in
conjunction with having women reaching for him in deference and
admiration - the women are the idolaters and the man is the idol
● In relation to proxemics, the women are positioned below the
man, constructing them as submissive and subservient
● In addition, the ri e in his manly arms constructs him as
dangerous and adventurous - it serves as Propp’s ‘helper’,
enabling him to use it to subdue the world and the women with his
charm (the hair cream that is)
● Moreover, the animal pelt serves (an indexical code) which is indicative of his
success
● The watch on his wrist helps achieve audience appeal.
This is because the rst order of semiotics dictate
that it is an instrument of time. However, Barthes
would argue that a second-order signi cation of
‘myth’ persists because it indicates sophistication
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