– 1967 advertisement

Arguable due to the sexist approach of the male be admired by females around him. ‘Get what you always wanted’ simplifies the idea that all males wish to be paraded through the jungle by females dressed in minimal clothing, when in fact a bottle of hair gel cannot achieve that. When mentioning the minimal clothing, the idea of a sexualised view of women selling when it comes to advertisement is only emphasised. Laura Mulvey’s theory of the ‘male gaze’ links to this due to a group of four females lifting him above them. Infatuated by his appearance and masculinity of carrying weaponry, of which was potentially used to shoot his prey.

The male directed product includes the mentioning of it smelling of ‘the male scent’, not justifying what that exactly is. No mention of a unisex approach to the product is included, suggesting the time and lack of knowledge, when it comes to targeting a large audience.