'make her a sex adict'
- puts forward that the fault is with her - she is the addict
- makes reference to 'hunter-gatherer' ideology (conquer animal)
- 'coats of armour' advert outs forward an expert tone to better market the coat.
- lists of role models: Thomas sabo advert - NOT hegemonic bit shows wealth (violin, jewellery etc) many oages if role models/ their training: Reassurance.
- 'follow their lead to get a blockbuster body'
- reassurance on how to beat disease, makes it seam easy.
- ridiculous sell lines i.e own these abs indestructible health, wonder drug etc
- reassurance ie inform famous boxers/ celebs tc
- uses role models to support workout routines. develops him as hegemonic
- laddishness as a protective layer: 'how to get away with office sex'
-objectifies women and treats them like object within the work place
- link in with hegemonic traditions , football, gym
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