Old Spice - Media representation

Question 1

How does Old spice reinforce patriarchal ideology?

Answer 1

The use of Isaiah Mustafa to promote the product, slogan and the actual product itself reinforce masculinity and the ideological dominance of men within our society.

Question 2

Who are the primary and secondary audience for Old Spice?

Answer 2

The primary audience are men

The secondary audience are women

70% of women buy it for men

Question 3

Your smart af

Answer 3

Thanks babe

Question 4

What is the preferred reading of Old Spice?

Answer 4

Old Spice can make you “manly” and a better version of yourself.

It could also be argued that for the intended female target audience.

Question 5

What are the cultural contexts that can be applied?

Answer 5

The advert reflects supremacist culture with Afro-American and Caribbean culture as “exotic” and “other”

Question 6

How is multiculturalism represented in Old Spice?

Answer 6

Isaiah Mustafa

Question 7

How is gender represented in Old Spice?

Answer 7

The advert is very masculine with many representations e.g Isaiah Mustafa, fishing for sharks, Poseidon

Women are represented through being sexualised e.g on the beach in a bikini

Question 8

What stereotypes are used within Old Spice?

Answer 8

Common patriarchal stereotypes

Consumerism and individualism

Masculinity (hyper-sexualised black men)

Question 9

How are CAGEDS represented?

Answer 9

C- Isaiah Mustafa ( rich middle class)

A- 20s-30s

G- predominantly men however whenever women are represented they are being sexualised

E- Black man

D- able bodied

S- heteronormative

Question 10

How is intertextuality represented Old Spice?

Answer 10

Isaiah Mustafa- NFL player

Hyperrealism- surreal