This was seen as a period of change in the UK in regards to the changing attitudes towards the role of women and men in society.
The equal pay act was introduced in 1970
homosexuality was decriminalised in 1967
this period was known as the swinging 60s, where drugs and sex were at their peak
the representations in the advert can be read as signalling more anxiety might might first appear
reinforces traditional stereotypes and traditions in order to calm those individuals who did not like the drastic changes that were occurring
both female and male models are wearing clothing suited for camping
women wearing short skirts – revealing = sexualised in these times, perceiving as objects
makeup is heavy and smokey – creating a seductive nature, reinforcing the male gaze
in 60s,70s, you had the disappearance of the British empire – setting of jungle links to Britain trying to keep hold of power once the empire was deteriorating
