Roles of women were evolving and attitudes were changing.
The advert was released the year that homosexuality was decriminalised – the advert shows a strong message of heterosexuality which could present an element of anxiety
Women’s clothing depicts how women were sexualised in the 1960’s
The advert is hyper masculine
The setting of the jungle links to Britain trying to keep hold of power once the empire was deteriorating
This represents Britain’s colonial values and the British Empire that was slowly starting to fall apart at the time of the release of this advert. Perhaps the producers chose to set it here to reassure the public that Britain is still in power of many other countries when it really wasn’t.
