Wider reading: 1. In the 1960s, advertising techniques were shown in a time of new and improved way to advertise. Back then, advertising agencies focused on the creativity when planning their campaigns. Score reflects that change as it focuses more on gender roles and sexuality more than it focuses on the product itself. It is significant as the advert symbolises how women were; it objectified the women because they are admiring the male while they carry him- this signifies the fact that men are dominant. 2. During the post war period, campaigns included the idea that women should stick to being housewives. 3. The props that are used in this advert reinforce the idea of gender roles. For example, the only male is holding a gun; this could assert his masculinity and automatically give him all of the power. Also, it could be see as a phallic symbol; the women are all reaching up to him to get their hands on him. This could be seen as sexual as all of the women want him. Also, the cost