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But why is this status important? Answering this question is the textual context in which the advertisement is situated. Esquire is a publication aimed at attracting young, single heterosexual males. On the cover of the edition in which this advertisement was taken is a scantily clad women, and within its pages are articles on 'The worst fouls in football,' 'US marines on day release in the sex capital of Thailand,' and a calendar of women with the concluding line 'monogamy is unnatural...
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Therefore if the product is to be successful, it must be compatible with the environment in which it is placed, and hence like its textual context, the sign must be an appropriate 'social construction' (Fiske) of the customer and reader alike. Furthermore, the machismo of the sign does not exist on its own, or simply within itself...
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