Old Spice brand: Originally, it was targeted for older, more mature males brand image was masculine, muscular, attractive- stereotypical Feature Shark, volcano, sunbathing girl, old man, ship, crab, surfboarding, monkey Mined in the Bahamas, this fact has not been fact checked Conventions for fragrance ads The product is usually in bottom right Mid shot Alluring and sexy The model reflects the target audience Dark colours for men, light for female Women draped over a man- objectification of women Direct address Advertisers follow this model because it is successful and safe for them to play it this way- old spice have taken a risk in doing an unconventional advert Old Spice unconventional Humour- copy Photoshop and effects- animated The colours are very unique and quirky Mode of address - smirking The old spice advert is mocking (Self-depreciating) fragrance ads as being very serious Old Spice conventional The product placed in the shot Attractive male- celebrity endorsement Rule of t