ADVERTISING - OLD SPICE ANALYSIS



This poster advertisement appeals to both men and women, even though the physical product is for males only. Therefore the practical side of the advertisement will appeal to males, as they are who will be using the product; whereas the female appeal is more theoretical. This is known from the use of a male model, hence appealing to a heterosexual female, making him desirable and so the connotation which the female audience will then have with the brand, 'Old Spice'. Though the male audience will appeal to the text used within the advertisement, 'SMELL LIKE A MAN, MAN'. Here, this is clearly focusing on the male side of the audience, claiming how they will smell like a 'MAN' if they wear 'Old Spice'. This is a common stigma in society where males are forced to think and act 'manly', therefore advertisements commonly use this to connect with their male audience.
Other parts of the poster also help to contribute to the engagement of the audience, for example the image of the horse. The directors have used a white horse, this purposely creates an angelic and pure feel to the overall image. Due to this, again this is an aspect which appeals to the female audience; and so also appeals to the male audience as they are presumed to be heterosexual. Similarly to this, the male model who is used is dressed minimally, fitting with the background scene of a tropical destination. This works well, again, with the female audience as they are presumed to be heterosexual and so attracted to the model. As well as this, the pose of the model also helps to continue on the seductive though also humorous theme. The use of the pose where the model places his hand of his hip, holding the product up with the other. Every aspect of the image is exaggerated; this theme runs through all the different aspects of the advertisement, grouping it all together.


text






  • aspects of the poster
  • how they work together to create the overall mise-en-scene
  • how is the product featured
diamonds are a girls best friend - Marilyn Monroe, glamorising

overall mise-en-scene

use of a white horse - angelic & pure

actors directions

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