Old Spice Flashcards
Media Language to signify..
surrealist humour and pleasure
Surrealist humour is signified:
-juxtaposition- surreal combinations ( man wearing a beach, man having a volcano head)
- naturalistic, brightly lit style of media language to depict these vents
- comically absurd claim in the copy
Pleasure is signified:
- bright and colourful media language
- signifiers of pleasure (a woman sunbathing)
- ex-American football player
Brand identity:
- old spice logo - decorative italic font contrasts the no-nonsense sans-serif capitals of the copy
Brand image advertising:
makes no claims about the product apart from an absurd one that parodies advertising itself
Intertextuality:
consisted of a series of tv ads featuring the same ex-American football player but also referenced other print ads for different scents featuring the actor dressed as different tourist locations
Viewpoints and ideologies:
- embody consumerism - connotes quality, glamour or aspiration around a brand
- individualism - emphasises the individual over the social group, the actor holds the campaign together
Media languages and media contexts:
- Celebrity culture
- post-modernism - wit and reflexivity
Representations:
the world of Old Spice as an exotic, surreal playground by combining a series of ‘tropical’ elements from popular culture with a character already established in the campaign as a self-parodying trickster
Social/cultural contexts:
- multiculturalism - racial and ethnic diversity rather than as an issue
- eg actor is African-American is unproblematic
Stereotyping:
employs a positive stereotype of the Bahamas as a place of exotic pleasure
Under-represented groups or misrepresented groups:
creates diversity in the context of advertising as a whole by representing an African-American, albeit a rather stereotypical athletic ex-footballer
Audience response and contexts:
for male grooming prodcuts, it may be different kinds of expression of masculinity linked to age, class, religion or sexuality that play a major role
