Exam question example: Butler (Score and Maybelline)

Judith Butler describes gender as 'an identity instituted through a stylised repetition of acts'. In other words it is something learnt through repeated performance. 

How useful is this idea in understanding how gender is represented in marketing and advertising products? Refer in detail to the Close study product Maybelline 'That boss life part 1' and Score hair cream advert. 

Judith Butler's theory suggests gender is something learnt through repeated performance. In both CPS score hair cram and Maybelline, Butler's theory is useful for understanding CPS.

'Scores hair cream' slogan is 'get what you've always wanted' with an image of a toned man in Khaki, cameo styled outfit holding a gun between his legs. The slogan suggests the man is a stereotypical  mans presentation of what they would want to be in 1967 (when the AD came out). The man plays on this and sets a lifestyle (by the use of a desired, attractive, powerful man). The gun between the mans leg created a phallic image of the man being attractive and desired by the women around him. To a man this would be persuasive as the advert sells the hair cream to do this for them. 

The year the Score AD was released was the same year that the law against homosexuality was abolished. However being homosexual was still frowned upon. Score is in line with Gelfer's masculine theory and refers to hyper masculinity. By placing the man in a circle of women who's attention is focused on him suggests traditional masculinity is desirable in the eyes of women. 

However the woman who's focus is on the camera could hint towards homosexuality as she is not his interest. It also reflects the social standing of some women 3 years after the score ads release and Equal Pay Act was enforced. the women could represent the strong independent woman who's focus is not a man by potentially a career 

Maybelline's 'That Boss Life' reflects gender fluidity as the main male figure is gay and of ethnic minority decent who is placed as the focus rather than a white heterosexual male. This challenges masculinity with the coverage of  gay people in the media. By placing 'MannyMua' with a female, black lead 'makeupbyshayla' encourages cultivation theory- the more people see it the more socially acceptable it becomes. 

Like 'Score', 'That Boss Life' is selling a lifestyle for the consumers. the advert is set in a NY hotel room which reflects sophistication. The mascara packaging is gold and shiny which suggests wealth and power. The producers are showing how this product can bring wealth and power to your life- you can live lavishly in an expensive apartment with a butler. 

Mark Awarded- 16/20