Released in 1967 – equal pay act was introduced in 1970, and homosexuality was decriminalised in 1967

Reinforcing traditional stereotypes in order to calm individuals who didn’t like the drastic changes occurring at the time

The use of adventurer clothing and jungle décor make shows a dangerous setting forcing the women to go to the man for “protection”

The women carry the man showing the subservient nature expected of women at the time, relating to society’s view on woman in the contextual time, also with the 5 women to 1 man ratio, highlighting its point towards male power, using the woman in heavy makeup and revealing clothing to attract the male gaze – hinting that the product has the ability to attract women.

In 60s,70s, connotations to the disappearance of the British empire – setting of jungle links to Britain trying to keep hold of power once the empire and colonies were deteriorating

Jean Kilbourne

In the late 1960s, Jean began her exploration of the connection between advertising and several public health issues, including violence against women, eating disorders, and addiction, and launched a movement to promote media literacy as a way to prevent these problems. A radical and original idea at the time, this approach is now mainstream and an integral part of most prevention programs.