The advert was made in 1967 and can be examined by the historical and social values at that time.

Also the “Second wave of feminism” was going on during the time 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 down fall of the empire so the representation of women may be used to help to link to the former values of masculinity and the man is in control. In the representation of women shows that the man is still very much in charge as they are holding him up and carrying him where he wants.

It represents women in a sexual manner, creating more people to buy because its linked to sex.