Representation

• At the time, Bond was iconic he was the nation's favourite secret agent; charming, suave, good-looking and always catching the 'bad guys'.
• Bond's portrayal showed a representation of masculinity that men should be intelligent, strong and prepared. If you had these traits women would want you. There was an assumption men should also be heterosexual
• Two of the three females on the poster are wearing bikinis which show off their slim bodies. A feminist theoretical perspective would argue this sexualised representation reinforces the Male Gaze Theory
• Another female however is dressed in a karate uniform and is shown in a martial arts pose. She is different because she belongs to a different ethnic group to the other women which may explain why she seems to not support the dominant sexualised stereotype, instead, she is seen as 'exotic', different, the 'other'
• The 1973 global energy crisis was a main theme throughout the movie. With the oil embargo, countries were considering alternative power sources which is portrayed through the iconography of the power plant and the related explosions. Including this theme leads audiences to wonder what would happen to society if there was no more oil.