score

Question 1

what does the man’s positioning in the advert connote to?

Answer 1

it connotes to his ‘higher power’ and ‘God-like superiority’ compared to the women.

Question 2

what connotations does the rifle have within the advert?

Answer 2

phallic connotations, violence, power.

Question 3

what does the concept of the man being carrier on the shoulder of the women signify?

Answer 3

it signifies masculine power and control between the two genders.

Question 4

what gaze are the women presented through in the advert, how is this represented?

Answer 4

they are presented through the male gaze through the objectification of women through their revealing outfits.

Question 5

how does the transfiguration of the hero’s appearance link to Todorvo’s framework?

Answer 5

that this is the new equilibrium.

Question 6

why does the advert use conventionally attractive people?

Answer 6

to appeal to the audience’s vanity and almost show to society that these are the standards.

Question 7

how does the advert reinforce Zoonen’s theory?

Answer 7

masculinity is usually represented as combative and aggressive.

Question 8

what does the tagline ‘get what you’ve always wanted’ connote to?

Answer 8

it connotes to the power of persuasion and that sex sells.

Question 9

what were typical features of advertising techniques in the 1960s?

Answer 9

sexism was heavily used as well as leaning towards creative campaigns.