In 2010, Old Spice, an old company first founded in 1937, decided to re brand their company by creating post-modern advertisements to promote their new Bahamas scented deodorant.
star marketing - Isaiah Mustafa (former NFL player and actor)
'smell like a man' campaign:
- hypermasculine (entices men to buy the product)
- uses ironic humour to mimic other products (tongue and cheek)
- depicts different men doing 'manly' and difficult tasks and failing next to Isaiah Mustafa to portray how old spice can increase masculinity
- facial codes (smirking)
- promoting the product in the corner to make it a known brand
- depicts an idyllic holiday destination
- the volcano head shows power, confidence and attractiveness
- saturated, vibrant colour pallette with the use of primary colours
- intertextual reference to the TV advert
- direct gaze shows sex appeal
- promoted during the superbowl (connection to Isaiah Mustafa)
Example question:
Analyse the media language used to represent the product, people and places in the Old Spice campaign (10 marks)
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