Advertising Year 2- OLD SPICE

Old spice initial thought:

-positive association with the bahamas
- - the Bahamas replacing his body connotes a metaphor that using this anti-perspirant with have you smelling like the Bahamas
 - the volcano on his head connotes the fact that the spray is mind-blowing
- false sense of reality
- Strong sense of Masculinity
-Target audience is women

Gender performances that are present in "Old Spice":

- Isaiah Mustafa-holds up the Island which reinforces the dominant nature of a man. Dominant ideologies.
- The woman lying on the island being carried by the man reinforces dominant ideologies that the woman is subordinate to the man.
- It is clear that the man is confident in his sexuality and masculinity as can be seen by his facial expression.
- strong muscular body reinforces male body image and shows macho masculinity
- Van Zoonen: male gaze:female bodies are objectified whereas, male bodies are seen as a spectacle and something to look up to. In other words, Female objectivity is negative and male objectivity is positive.
- Mythical masculinity
- Heteronormative - assumes that heterosexuality is the norm and that the female audience are all straight.

Ethnicity reinforcements

 - to target a more diverse audience
- black man=exotic, due to caribbean reference

Postmodernism and baudrillard

 -losing a sense of what's real and what's not
- Simulacra: Simulations of reality

Postmodernism in Old Spice

- Isaiah Mustafa portrays his masculinity but its self referential
- Intertextual as we need to have seen old adverts of old Spice to understand this old spice advert
- Simulacra aw it presents a perfect holiday
- Hyper-real Imagery



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