- released in 1967 – swinging 60s ( drugs and sex were at their peak
- seen as a period of change in uk in regards in the changing attitudes towards role of women and men in society.
- equal pay act was introduced in 1970
- homosexuality was decriminalised 1967
- contraceptive pill was introduced around this time
- reinforce traditional stereotypes at that time in order to cam those individuals who did not like the drastic changes that were occurring.
- costumes were suitable for camping
- women – short sleeve shirts + extremely short skirts = sexualised and perceived as objects
- makeup is heavy + smoky = creating a seductive nature = reinforcing male gaze
- setting (jungle) created to be harmonious with costume choices
- jungle = represents Britain colonial values + british empire that was slowly starting to fall apart at the time of the release of advert
- perhaps the producers chose to set it here to reassure the public that britian is there in power of many countries
- jungle is a dangerous place that requires a tough male character – reinforces extreme heterosexuality of advert
- main prop is gun male is proudly holding – creates a traditional view of men where they are expected to be strong, brave, and protective = makes him seen appear powerful which depicts men as the dominant ones in society.
- ALSO depicted as a phallic symbol that informs male target audience that the score hair cream will give them women and pleasure.
- pedestal that women are carrying the male on – men are above women in society
- Judith butler = gender performity – multiple identites are formed to different people
- laura mulvey = male gaze = ideas of scopophillia – pleasure of looking – fetishism – cuts of specific pats to enhance other features
- van zoonen = gender is constructed – permanently being reconstructed
- bell hooks = struggle to end male patriachary – women carry double burden of being colonialized by imperial powers + subordinated by colonial and native men
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