Setting/location- there is no specific location, only a plain cream colour as the background, this focus us on the main image and the product so audiences don’t get distracted.
Hair and Makeup- Woman’s hair is done to a typical 70’s style this allows men to think this could be their wife. She’s blonde which conforms to the idealist
woman the she should be slim, pretty.
Lighting- the lighting in his advert is bright as there are no shadows, this allows the product to be seen as standing out. Highlights what audiences should be looking at
Props- Trousers: bold dark colour, denotes this is the main image. Carpet- the carpet on the Lower of the central thirds is tiger skin which connotes that this is a hunting prize and a trophy from the game, head been replaced with a women- shows she is object
Colour- the image is in black and white this minimalist colour palette allows the bold black lines to define the product and the benefits of this, Superiority.
Body language- man is standing with hand on his hip and on on his thigh, he has his foot on top of a womans head. This connotes pride and male dominance. Woman: laid out on floor under the mans foot, connotes inferiority of woman at the time. Womans’ head doesn’t quite make it into the central third showing that she isn’t important and that a mens product is more important
Costume- Man: dressed in business suit, connotes wealth, superiority, authority. Cant see his face, connotes the can be any man. Woman: her body is the tigers’ skinned fur, this connotes she’s objectified into being a trophy. Given animal qualities, she needs to be tamed and dominated over. Woman has typical hair for the time, allows woman audiences to feel that this is them
Facial expressions- Man: we cannot see the mans face, allows aspirers to aspire to be this man as he is in control.
Woman: looking up to the man, connotes submission to the man.
Typography- ‘its nice to have a gel around the house’. This is derogatory to women belittling them and how women are only useful when they are round the house (domestic duties)
Third- Upper- the man is in the central third first thing you see in Z line Middle- the woman s to the side showing she isn’t important, trousers n the central third to connote this s the main product, and tiger skin stretches across the whole middle making wealth become associated with the trousers Lower-Lower-Includes all the information audiences need to know about the product. The iconography of the logo allows audiences to associate this product with quality.
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