Within this 1960s film poster of “La Dolce Vita”, women are represented as inferior and almost sexualised, this is shown by the woman’s seductive body language, as she is seen with her arms wrapped around her hips in an alluring manner.
The main focus of the poster is the women, who is seen as the “prominent” role in the poster, this is while we only see the male figure ‘s head, this may imply a switch in old-fashioned views, and that women are now seen as independent and self-reliant within the media. Additionally, the woman’s “damsel in distress” facial expression may suggest that she’s in need of a man to “save” her, which reinforces the view of women being “inferior” to men.
In the poster the man is seen smoking which further emphasises his “masculine” manner, this is while the woman is shown to be dancing which is almost seen in a way to” lure” the man, which again suggests that the poster tries to represent women as lesser than men.
Using Stuart Hall’s theory of representation, the poster’s preferred reading could be the glamour of 1960’s films, however some viewers may see the poster as sexist with underlying misogynistic views.
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