Hair and Makeup- Woman; she has dark brown hair connoting danger and mystery She’s wearing dark yet natural makeup which accentuates her long eyelashes and her smoky makeup this connotes a sexual atmosphere
Lighting- the lighting is of a yellow hue which directly links to the colour of the nicotine and stains left on smokers fingers. The harsh lighting on the woman face creates a dangers yet alluring feel this would draw attention to male audiences as the woman s seen as being in the male gaze
Hair and Makeup- Man; he also has rich black hair which connotes again mystery
Body language- both facing each other excludes audience involvement, turns their attention to what they are doing, blowing in her face Woman- leaning forward to the man, wearing low cut top, connotes the idea to audiences that the cigarette will make woman fall for you. Man- positioned above the woman showing male dominance blaming feminists such as Laura Mulvey
Colour- YELLOW= connotes happiness, colour of nicotine, warm, closeness WHITE= purity and
Props- Cigarettes: located in the central third connoting that this is the main
product
Costume- Man: we cannot see his clothes but we can connote that he is wearing a black suit which connotes he s upper class and that he is rich and wealthy this idea is supported with the fact that cigarettes were expensive, meaning that this advert targets upper class men. Woman:we can only see the top part of the woman including her low cut scoop top which s revealing, this connotes the ideology that their product is sexually appealing to men and the wealthy business man this connotes the ideology that their product is sexually appealing to women
Facial expressions- both of he people in the advert are giving direct eye contact this suggest their is sexual tension which would act as a desire for men as they would aspire to be the man in the advert as he has the respect of the woman and that he is wealthy
Setting/location- there is nothing in the background but yellow, this allows no distractions from the product and to assure that audiences can see the most important thing, the product
The woman is in the male gaze as she is slim and pretty, also she seems submissive to the man, where the man can be seen as in the female gaze of the era as he’s in a suit and well dressed, also he smokes which was very popular at the time
Theorists- Propps- The man is seen as the hero as he has saved the woman from love deprivation, The woman as she is portrayed in the Male gaze can be connoted as the damsel in distress and the sexual prize for the hero, as he has solved the narratives disruption (Todorov)
Thirds- upper- these show the eye contact between the two main characters which creates an enigma as audiences do not know what has caused this Middle- these thirds show the product and the instructions through typography ‘blow in her face and she’ll follow you anywhere’ this informs the audiences what the main
attraction is Lower- show the information and the iconic logo which audiences can use a a symbol to find in shops
The man can be seen to be considerable higher than the woman which show a common ideology of the 1970’s that men were higher than men and women were seen as a sexual prize rather than an equal
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