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Armarni Code advert (image)
This image encodes stereotypical representations of gender, with the male being represented as strong and domineering whereas the women is sexualised and less important. This is shown by the choice of camera angle, being over the shoulder of the female. She is facing away, where as the male is centre of the shot and eye level to the camera, signifying that the male is more important. The women is also wearing less clothing and is displaying  a lot of skin as well as a tattoo. These dennotations link to Zoonan's feminist theory, as it presents the female body as an object and the male body as admirable, presenting the dominant ideology of a patriarchal culture in mass media. This representation of gender in this image also links to Stuart Hall's reception

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