Although the theory of female gaze is evident in this advert , women are still portrayed to be inferior to men. As soon as he appears all the females are hypnotised almost idealising him. Ironically he is lifted higher by the machine, reinforcing marxists ideology of hierachy system within the two genders. Women are represented as shallow and thick as tehy all look at him with awe, unable to speak. Althought they are clever succesfull women working in an office they are all amzed by a male who has a lower job status. All because he is half naked, they react back by sginaling sexual gestures