Advertising – Score
Context
1967 - homosexuality was decriminalised
3 years before the Equal Pay Act
- gives us an insight into why the advert represents different genders like it does
- implies some of the ideologies that underpin the text
Female stereotype in the 1950 that they were all assumed to be wives/mothers that needed to look
after men
Mise-en-scene
Male positioned above the females
- reinforces traditional gender stereotypes that males are typically stronger/valued more than
females
- jungle style setting + gun also add to this idea
As it suggests that the male views himself as the "King of the Jungle" whereas the females
are subordinate
Gun as prop
The gun acts as a phallic symbol
- creating a sense of hyper-masculinity + reflects the typical fantasy that males have
= desire/success
Male as a predator
- who may be attempting to 'capture' the next female that he desires
'Safari' costumes
- reveal quite a lot of their skin
- accentuates their physique/body shape
= male dominance as it plays into the idea of the male gaze suggesting that this advert was designed
to offer a sense of sexual gratifications for the male audience
Context
1967 - homosexuality was decriminalised
3 years before the Equal Pay Act
- gives us an insight into why the advert represents different genders like it does
- implies some of the ideologies that underpin the text
Female stereotype in the 1950 that they were all assumed to be wives/mothers that needed to look
after men
Mise-en-scene
Male positioned above the females
- reinforces traditional gender stereotypes that males are typically stronger/valued more than
females
- jungle style setting + gun also add to this idea
As it suggests that the male views himself as the "King of the Jungle" whereas the females
are subordinate
Gun as prop
The gun acts as a phallic symbol
- creating a sense of hyper-masculinity + reflects the typical fantasy that males have
= desire/success
Male as a predator
- who may be attempting to 'capture' the next female that he desires
'Safari' costumes
- reveal quite a lot of their skin
- accentuates their physique/body shape
= male dominance as it plays into the idea of the male gaze suggesting that this advert was designed
to offer a sense of sexual gratifications for the male audience
