Dove and Old Spice

 Comparing and contrasting Old Spice and Dove

Dove

What is the purpose of this advert? How do you know this?

• Appealing to women buying for partners
• targeted at younger men as this skill of cooking would likely be more akin to them

How is gender is represented in this advert?

• Unconventional representation of gender. It suggests the man enjoys cooking and is taking on more 'feminine' roles in the house.
• This representation does challenge the typical adverts. He is not conventional eg. not moody, no muscular torso. 
• Represents modern change in society as both genders operate more neutral roles.

How will the audience respond?

• Recognize themselves within the role
• Be intrigued by the representation of the product
• Some would like the representations in the advert
• Most of the audience will acknowledge that gender roles have changed and see the product as forward thinking

The target audience will likely to agree with the views and representation being shown in the advert. The Male model looks middle class so likely to be educated and aware of the world. audiences are likely to have a similar mindset to the product producer

• Choice of setting- Kitchen- traditionally the place of a woman, changing roles means this is not the case now
• Color- very muted and dark which is a common trait of men fragrance adverts.
• Props- the oven is a symbol of a woman's domain
• Choice of costume- the apron is often not associated with men and more so with women
• Use of Claims- The tagline says 'Real Men operate complex machinery' flipping the ideas of masculinity on its head that rather than being a man being based on what you cant' do and rather what you can do.

Old Spice

• Still appeals to some conventions of a fragrance advert
• Male with direct address, topless with an image of a woman sunbathing on his chest

How will the audience respond?

• Male audience will likely be slightly intimated
• hope to see themselves in the role
• encouraging audience to uphold macho male values
• brings in a younger audience with a quirky approach to marketing

	Key Comparison	ML devices used to create these representations	Possible audience interpretations
1	Both somewhat intimidate the audience with their representations and taglines	The tagline ‘Real Men’ could make audiences feel insecure not doing it, the old spice advert uses more masculine traits such as celebrity
2	In the dove advert- challenges traditional gender roles and makes audiences question their own views
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