Representations of masculinity:
- '100 % British Beef' - Richard Hammond as sex symbol
- Domestication of British men - are there more stay at home men/father during the credit crunch
- Hammond is very particular about standard of service - highlighting supermarket quality
- Female shopper is irritated by Hammond's 'driving'
- Reference to Top Gear
- Does this suggest a switch in roles
- Patriotic - British band, Union Jack, repeats word 'British' - implies that buying this 100% British Beef is going back into the economy
- Repetition and difference (male protagonist) - reflects modern society; lots of men made redundant because of the recession
- Still can target same audience (Mum's, middle aged women)
- Take That
- Hammond - appeals to wider audience as they can relate to a normal/average person (not aspirational like Chanel). Typical family man (wedding shot clearly in shot at start) - 'catch' for middle aged women. Still masculine becuase of activities he's doing while telling us (farming, plane driving, bull-run) and also his profession - presents Top Gear
- Targets men
- Interaction with other masculine men and every other is a female - place to pick up women
- Man of the house - decisive, in charge of budgeting
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