Social changes; abortion legalized, homosexuality decriminalized, feminism (2nd wave)
Dated – context of reception
50-70 disappearance of empire – commonwealth creation – post colonialism (jungle/exotic)
ANALYSES:
Traces of hypermasculinity (psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality) are evident in this CSP.
The over emphasis on the male protagonists as being domainte over the inferior women.
Examples:
Sitting on a stretcher covered in tigers skin (masculinity/strength)
Carrying a rifle (masculinity/power/fighting/war/control)
Jungle setting (wild/power)
Surrounded by women being lifted by them (inferior/sexual/idolizing/power over)
Women wearing lots of makeup/ hair styles
Thin women, wearing minimal clothing
Man smiling – women poising
Semantic field of masculinity – ‘masculine sent, groom, action’ etc
FEMINISM:
Jean Kilbourn talks about the representation and effects that advertising has in society. Such as the affects it has on women’s self esteem, body image and goals in life and how it affects men’s perception of women.
