Old Spice advert- freshest places 2011

-

  • Its designed to show that the product is unique/ different
  • It still has direct address- alluring to women but challenging to men (smirk)- you don't look like me
  • Bahamas location- famous
Semiotics
  • Volcano on his head- "blow your mind" and represents hot/attractive
  • Fishing a shark- brave strong & masculine- can get a good catch when you wear this product (plenty more fish in the sea)
  • Old man on island- represent the older men- he has been left behind as its fresher/modern
  • Monkey- represents a cheeky side of men and the primal nature of the earth
  • Women on the beach- advert is alluring to them- smirk. She is centre of his chest but is small
  • King Neptune- strong and fearless
  • Titanic/ sinking ship- unusual nature- we pinch stuff from the sea like fish but the sea is stealing the man
  • His body is the island
  • Slogan- raw materials (monkey) and 'fact-checked' is playing around with cultural understanding.
Intertextuality- using knowledge of other texts to bring in and use to make links

Could be aimed at women for a man- to make the man seem like the model- Isaiah Mutufasa (TV advert): look at your man then compare him to me- painting a quick image of the ideal man in a jokingly fashion.

Context
  • old spice is a high street brand aimed at 18-34, mass, mainstream male/female target audience( transformation rebranding from previous older 40-60 demographic)
  • Historical american brand (1937)- manufactured bymultinational conglomerate Procter and Gamble who own 100s of brands from pringles to old spice- includes male grooming products
  • 2010 rebranding- sequenced by AD agency  Weiden and Kennedy
  • Introduced by ex NFL player/actor Isaiah Mutufasa
  • Adverts used humour and sex working on levels of aspiration to target consumers- hagemonic cultural stereotypes of male power and sex appeal clocked in irony(reinforcing/challenging)
  • Irony, parody and pastiche positioned the consumer with 'quirky', off the wall product image and adverts
  • First A-V advert was a direct challenge to female consumer for 'their man' to smell like Isaiah and went immediately viral
  • within 30 days , 40 million youtube views (now 55m) with 107% increase in sales- commercially successful campaign (stats suggest that women buy 70% of men's toiletry products).
Representation/media language
  • Intertextual references to initial moving advert through star marketing of Isaiah Mustafa as inspirational cultural protagonist.
  •  Saturated colour palette and high-key lighting creates upbeat mood of address and has connotations of Bahamas anchored by sun and palm trees
  • Isahiah is positioned to left of frame, being part of island and belonging to it
  • His volcanic hair erupting has connotations of explosive sex appeal to the brand
  • Isaiah's direct gaze to potential female consumer- body language, mouth movement make a sexual challenge-both alluring and inspiring to male consumer
  • Old spice Bahamas scent- creates mythical, exotic connotations for British audience
  • Audio-visual advert- humour and irony are on of the USP's including fact checking text
  • Written in elaborate serif font anchoring brand identity- original, historic font
  • Product placement to right of frame in foreground ensures audience sees the brand (palm trees on bottle has exotic connotations)
  • Rule of thirds- ensures the brand is placed at intersection and not in the middle so audience actively looks for it
  • attractive girl in bikini framed for male gaze sunbathing on chest- adoration and thanks. Isaiah reinforces and challenges stereotypes as a young physically dominant sexualised black protagonist. Connotations of 'no man' is on island - when he is 
  • Old male cast away and monkey sat underneath coconut trees linking with shipwreck connotations but also the stereotypical beauty of a deserted island- the advert is product image (associations are made with the brand)
  • A boy buried in the sand and a lobster continue the sea theme, offering surreal representations suggesting a random stream of consciousness. Standing out, being unique.

Comments

Post a Comment

Popular posts from this blog

Jungle book- 1967 VS 2016 Production

-
What are the differences in the timeline of production for Jungle Book 1967 and Jungle Book 2016? 2016: created on computers (CGI); focused more on Mowgli's background Animation version appears dated, in large part because it appears to use the Xeroxing Method, but that doesn't detract from the great story Disney had created. 1967: was 78 mins long- production costs and cinema running availability- not everyone has a TV (DVD)    2. What technologies were used on the 1967 production? They used a multiplane camera which created an illusion of depth which helped make animated films look more interesting and realistic.They won an engineering academy award. It had a sense of 3D depth in a cartoon setting.     3. What technologies were used on the 2016 production? They merged animal voice and human voice to make it sound real. They had virtual cameras and photograohed the creatures against a real background. Animals and backgrounds were craeted on computers.
Read more

Big issue front cover

-
Image
  I have chosen to do a NHS feature for my big issue cover because as the elections are coming up, a main proposal for left wing parties, especially labour are highlighting a NHS pay rise etc. This conveys with the Big Issue as although they don't follow a particular political stance, it is clear that they portray left-wing views and don't feature big businesses or banks, so to achieve this, having an NHS feature is very significant for the values and ethos of the big issue. I followed the Big issue house style and conventions by illustrating a powerful colour palette, through the rainbow and contrasts of yellow and blue make the cover stand out. For the background i used yellow to represent positivity an happiness, illustrating the 'sun' so that it can shine among the NHS staff. On this background i have engraved 'NHS' among it to make it seem unique and also give more appreciation to NHS and convey the values of Big Issue. I have chosen this specific cut-out o
Read more

Theory Project- research

-
  Gilroy- theories about ethnicity and post-colonialism OCR definition:   - The African diaspora caused by the slave trade has now constructed a transatlantic culture that is simultaneously African, American, Caribbean and British – the ‘Black Atlantic’.   - Britain has failed to mourn its loss of empire, creating ‘postcolonial melancholia’, an attachment to an airbrushed version of British colonial history, which expresses itself in  criminalising  immigrants and an ‘us and them’ approach to the world founded on the belief in the inherent superiority of white western  civilisation .   Context:   During 1500’s to the 1900’s there was a period of colonialism:   Colonialism - taking over another country to run and exploit it   - Britain did this a lot of countries such as India,  Caribbean , and parts of Africa by sailing  and  installing  their own  military ,  soldiers  and government to act as though they owned that country, leading the people to obey the B ritish. This was done in a
Read more