The advert was made in the 1960’s and as such it can be examined by considering the historical and social values at the time.

Also the “Second wave of feminism” was also going on during the time that this advert was created. This movement created a larger acceptance of birth control, divorce, abortion and homosexuality.

However the score advert was created during the fall of the empire so the representation of women may be used to help to cling onto the former values of masculinity and that the man is in control. This is present in the representation of women which shows that the man is still very much in charge as they are holding him up and carrying him where he pleases.

Techniques Of Persuasion

1. How does this advert create desire for the product
2. Think about brand values, brand message, brand personality and brand positioning should inform the analysis
3. Think about how and why audience responses to the narrative of this advert may have changed over time
4. Essentially, students should be able to demonstrate knowledge and understanding of the persuasive techniques used in the advert