In the scene, the dominant signifier of the male character is being put in a position of power over the female characters.

Textual Analysis :

• Advert slogan – “Get what you’ve always wanted”
• Image of products
• Information on product
• 1 Male Character and 5 Female Characters
• The advertisement contains iconic signs of a ‘safari’ scene with use of animal print, plants, leaves,.
• A shotgun is used, linking to the male character’s pride and masculine identity. The gun connotes to violence, conflict and dominance – the toxic masculinity being portrayed
• The male character is being held on a platform, carried by the women. He is not only physically above them, but, the advert also suggests that he is superior to them socially.

The male character is seemingly heterosexual, he seems to be enjoying the female attention he is being given. He creates as reactionary representation and stays in line with the social stereotype. Specifically the lack of homosexual representation at the time of production, (1967). All of the characters being portrayed are white, there is no representation of people of colour. This advert is racist in a sense as it could be suggesting that people of colour are at an even more inferior position.

The advertisement is also classist. The male and female characters are seemingly of a high class due to their well groomed appearance (in the A1 social class bracket). Evidently, the product is for ‘The Aspirer’ although it would be found for a relatively inexpensive price at a high street store so would most likely appeal to ‘The Mainstreamer’ and those in a middle class bracket.

The female characters are dressed in revealing clothing and are over sexualised and their body’s, over emphasised. This is yet another example of the way in which the female body is used to satisfy the male gaze (Laura Mulvey), a form of pleasure for male gratification. This representation of femininity is unnecessary and has no link to the product being advertised. This also links to the theory of voyeurism – “One of the most obvious persuaders in advertising is sex”

The narrative being portrayed is that, before the man used Score’s new hair product – ‘Score Liquid Hair Cream’, he was at the same level and status as everybody else. Now, he is put on a platform of dominance, on which he can ‘get what he has always wanted’. The advert leads the audience to believe that, in the future, the man will always have the female attention and toxic masculine identity he was deprived of before using the product. The advertisement also links to gender roles and how, at the time of production, women were obliged to attend to a man’s every need. The male role was to sit back and relax.

The use of the slogan/tag line ‘Get what you’ve always wanted’ positions the passive audience to believe that this product has the power to elevate your social status.