Advertising and marketing

In this advertising Hypermasculinity is shown, this is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality.

1950-1970’s most adverts mostly use hyper-masculinity in advertising. Advert was made in 1967 3 years before equal pay act was introduced.

Links to sexuality and gender roles- women are placed below the man and he is central in the advert, this creates the idea that me are above women and are the superior gender (dominance).

The man is being carried by the woman have also been made to wear short skirts and cropped top to make them more sexualised. Both genders are wearing safari clothing however the the women costumes are significantly smaller therefore revelig how women were bisexual at this time.

This is to create the idea that after using this product woman will be swooning over you, the idea that all the women will want you as the advert shows woman reaching for him and staring at him. Historical- the swining 60’s where drugs and sex was at its peak, this expalins the slogan ‘ get what you always wanted’- refering to women.

The slogan get what youv’e always wanted is referring to woman this is objectifying women.

This advert shows the how men are portrayed over the years and how it is changing. In this advert the man is seen to be surrounded by women and this idea that women are objectified and is for t=en to ‘glance’ at is still used today. For example Tomb Raider. Men’s health can also be looked at as men are portrayed as strong physically. Stereotyping will always be round and adverts will always use it to sell products weather its dramatically or subtly.

Historical- homosexuality was decriminalized however wasn’t socially accepted, the setting of the advert is in a jungle, suggesting a tough male is needed in this setting reinforcing the heterosexuality of the advert.

Props the male is seen to be holding a gun loud and proud ans this reinforces the idea that a male should be brave,tough and protective.

Models- all of the models are white, this is probably due to the time period when racism was big in the 60’s-70’s.

The words ‘made by men’ makes it more reliable for the audience.