old spice Flashcards
old spice contexts
-high street brand with and 18-34 mass mainstream audience- rebranded before was age 40-60
-historical american brand
2010 rebranded
who is the aspirational central protagonist
Isaiah Mustafa
representations on masculinity
hegemonic masculinity
hyper masculine
postmodern parody and heteronormativity
women and their men product for straight women to buy their boyfriends
deliberate sexual objectification/ the female gaze
reps of race
isaiah mustafa is african american challenging traditional expectations of almost exclusively white standards of beauty
trying to show him as exotic
reinforces and challenges
celebrity culture
building an idea of aspiration to the ideal lifestyle of an icon- NFL footballer connotations of excellence
women want to be with him men want to be like him - men are the secondary audience
deliberate exaggerated expression
sexual suggestiveness and alluring
intertextual references
all have connotations of traditional masculinity strength virility and sexual potency and hunter gatherer imagery
neptune castaway jaws - recognisable to TA
postmodernism
deliberately rudimentary photoshopped elements
volcano on top of his head
hot sexually viral ready to erupt
the bikini clad women
sexual suggestions
use of setting (body)
tropical beach location his body is an exotic destination for women to reach
values
sexual attraction
monogamy
heteronormativity
consumerism
ubermensch
super man with hyper masculine qualities
promotes traditional gender roles
how does ad challenge traditional gender roles
a man is objectified for the female gaze
what is the colour pallet and lighting
saturated colour palette and high key lighting creates an upbeat mode of address had connotations of the bahamas anchored by sunny day and palm trees
