old spice exam question due for friday

 



viewpoints-an attitude of mind or the circumstances of an individual that conduce to such an attitude

ideology- a system of ideas, ideals and beliefs 

subversive-seeking or intending to change something

                                          question

explain how viewpoints and ideologies are communicated by the media language used in adverts. use the old spice Bahamas advert (2010) to help you



masculinity- uses masculinity with the intention that it will attract the men who believe the brand will make them appear more masculine
will also appeal to women who Want to but it for their partners.
Appeals to younger demographic by using a current big name athlete of the time to attract fans to the brand

 In the advert, the actor, portrayed by Isaiah Mustafa, directly addresses the women watching the advert saying "hello ladies" this is because Mustafa is a former professional athlete and is in incredible physical shape which are traits commonly found to be desirable in men. he then proceeds to encourage them to look at him and look at their partners before  mockingly proclaim "sadly, he isn't me" referring to the woman's boyfriend or husband. this is to target the women watching the ad to encourage them to buy the product in order to make their partners appear more desirable. The ad also challenges the men watching it by directly addressing the women and offering them everything they could want from tickets to 'that thing you love' to diamonds whilst making constant and intense eye contact, all this is done to encourage men watching this to go out and buy the product by subtly hinting at the ideology that those who wear Old Spice are more attractive and will steal your partner from you. 

The advert is also representing the brands new image. Old Spice was typically targeted at 40-60 year old men and always promoted itself on the ideologies of rugged, powerful masculinity. with this advert and ad they try to almost reimagine themselves by going for a more wacky, colorful image in an attempt to change their target demographic to a younger audience who don't hold the same values as the older generation. This is evident with the use of actor Isaiah Mustafa who would be a well known name to younger audiences in 2010, it is also visible in the little use of any common masculine traits you would find in a typical male fragrance advert aside from the drawing of the woman sunbathing on Mustafa's chest.
assessment feedback
a lack of question focus
comments on how media language helps represent brand ideologies
references to the specific ideologies and viewpoints
examples of specific media language use in the advert , and how they reflect the desired brand language

Comments

  1. L. MarshNovember 11, 2020 at 7:10 AM

    Ethan - you are mainly discussing the tv ad, not the print advert. You don't comment on media language (camera angle, font choices, rule of thirds etc) so unfortunately this scores low. 2 marks

    ReplyDelete
  2. Ethan HoyNovember 16, 2020 at 2:47 AM

    in the advert, actor Mustafa Isaiah is smugly staring into the camera while draped in a flurry of exotic objects and tropes. The use of Isaiah was obviously to provide sexual connotations, a common trope of the fragrance advert, to target the females seeing the advert.

    ReplyDelete

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