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
