Score
Male gaze – Clothing etc
Man above women both literally and figuratively
Gun – connotes violence – dominance and control – stock character – Propp – hero/princess – masculinity
This masculine representation alludes to men’s need to be desired – links to self esteem from uses and gratifications – Katz, Gurevich and Haas
The score advert was produced the same year as the decriminalisation of homosexuality and the representation conveyed here could be a product of the anxieties and grey areas created from the beginning of a transition towards a postmodern world.