Old Spice is a deodorant company that is manufactured by Procter and Gamble. It was launched as early american Old spice was originally targeted to women. The mens version of the product was released before Christmas in 1937. The Old Spice campaign was launched in hopes of rejuvenating their brand. They wanted to target an audience between the age of 18-30. The campaign was launched on the Superbowl weekend of February 2010. On social media platforms such as Facebook,Twitter and YouTube videos where the old spice guy would respond to question submitted on their page.
Old Spice The man your man could smell like campaign. Old spice started this campaign due to the insight of 60% of body was purchases being made by women. This slogan provokes conversations between couples and could lead to the man feeling pressure to purchase the product in order to pleasure his partner.The goal of the campaign was to increase body wash sales by 15% however, a year after the campaign was launched, the sales of the product had risen by a staggering 60%.
Representation in the old spice Bahamas advert.
The advert represents masculinity, femininity, and the ideal representation of a man.
The star marketing of NFL star and actor Isaiah Mustafa is also effective at appealing to both men and women.
The capital sans serif font grabs the audiences attention.
The Bahamas edition of the scent has exotic and mystical connotations.
Isaiah's volcano head shows his explosive hot sex appeal that will make women want him and men want to be him.
The shark being caught, Poseidon and the lady in a bikini on the beach are all representations of masculinity and why this product will elevate the buyers levels of masculinity.
Exam Question
Analyse the use of media language to represent the product, people and places in the old spice advert (10 marks)
Isaiah Mustafa is the staple of the old spice advert who is famously known as a star NFL player and an actor. In the old spice advert Isaiah is portrayed as a volcano with lava coming out of his head. This presents him as something that's hot and acts as sex appeal to women and acts as inspiration for other men who want to be like him. Isaiah`s confident and strong stare reinforces masculinity of the product for the men or girls with men that are buying it. This is an example of star marketing being used to inspire those into buying a product.
The rest of the advert is linked to the idea of the product being Bahamas scented. The private island/beach layout has a very exotic, relaxed and vibrant feel to it. This idea of the beach can connotate that the scent of this product can make you feel as though you are living a care free perfect life on a beach in the Bahamas. The beach is also littered with images linked to masculinity and what it feels like to be a real man. A man is shown trying to fish a shark from the water as a feat of masculinity. A woman in a bikini is also shown to be laying in peace on Isaiah`s chest. This could make those buying the product think that it will elevate their levels of masculinity and allow them to achieve these things in life.
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