Old Spice Media Language

Question 1

one context the advert communicates?

Answer 1

Women and men, celebrity culture, representation of race, intertextuality

Question 2

Does the advert challenge or follow generic conventions?

Answer 2

Both
Challenge- humour not very serious
Follow - sell a product

Question 3

What does the background connote?

Answer 3

Exotic beach creates a tropical fantasy which may connote a tropical fragrance.

Question 4

What does the copy add to the advert?

Answer 4

Surrealist humour, the brand doesn’t take itself too seriously.

Question 5

What intertextual references are used?

Answer 5

Jaws, Godzilla, King Kong, Poseidon.

Question 6

Why are intertextual references used in this advert?

Answer 6

To make the audience feel familiar with the product, encouraging them to buy based of the knowledge of the references.

Question 7

Is consumerism portrayed?

Answer 7

Yes, through the advertising of selling a product to make money.

Question 8

How does the advert target there consumers?

Answer 8

Celebrity model- men aspire to look like him through the strong masculinity and women are attracted to him because of his looks, intertextual references, beach setting.

Question 9

Is the advert aimed at more then one audience?

Answer 9

Yes, men as it’s a male product and women as they are buying for a partner and anyone else who understands the references.

Question 10

Why does the advert use a man imposed onto a volcano?

Answer 10

The man’s position, size and

superimposition with the volcano,

represents him as powerful,

important and dangerous / wild.

Fairly traditional ways of representing

masculinity in the media.