1970’S – it shows the personality and the sexism typical of American society and culture at the time
Sexy Women Carrying Big Game Hunter – Source is 1967 Playboy Magazine
Because they use the females to create the idea that if they use the hair cream they will get girls
The product is a liquid hair groom, with score’s scent, and greaseless look, you will be irresistible if you use it
male gaze- 2nd wave feminism, hyper masculinity
semantic field
jungle = dangerous so there needs to be strong male character
alliteration of ‘gr’ sound makes an animistic tone, relates to leopard print on the throne
Score creates a narrative that females will ‘worship’ the man who wears this hair cream and that they will irresistible.
Mise en Scene (setting the scene) – by the way the people have been positioned, where the male is being lifted by the women to show that he is above them as they ‘worship’ how good he is, the man is the one who appears to be smiling the most. We see that his masculine features are put in the frame clearly e.g his arms
underlining message of empowering women? they are carrying a man implying that they are strong enough to do so, a task that would typically would be mans job
The narrative in this advert audiences’ may respond has changed over time because there has been an increase in equality towards women. This would have been seen as sexist in earlier years as women are underneath men and their power, however, now there are more rights
