Old Spice notes

 Old Spice notes

Context:

-Historical American Brand (1937) manufactured by multinational conglomerate Proctor & Gamble- they own literally 100s of brands from pringles to old Spice. Old Spice brand range includes male grooming products 

-Old Spice is a high street brand aimed at 18-34 mass, mainstream male target audience, often with stereotypical ‘macho’ conventions (transformation rebranding from previous older 40-60 demographic) 

-2010 re-branding campaign sequenced by Ad Agency Wieden and Kennedy (Nike plus other blue chip clients) 

Viewpoints and ideology:

-Old spices ‘smell like a man’ campaign can be seen to reinforce patriarchal ideology. The use of Isaiah Mustafa to promote the product, slogan and the actual product itself all reinforce masculinity and the ideological dominance of men within our society 

-The advert as a media form whose purpose is to sell a product, constructs representations that communicate to men and women and the idea that if this product is purchased it will enable self-fulfillment and men can become better men. The product invites its target audience, including women who buy the product for men, to accept this ideological viewpoint 

-Therefore, not only does the advert draw on common patriarchal stereotypes, using them as shortcuts to appeal to the target audience but it also reinforces ideological assumptions about lifestyle in relation to our appearance to others and importantly consumerism and individualism. The representation of masculinity also arguably reinforces ethnic stereotypes about hyper-sexualized black men in the media 

Unconventional aspects:

1. Humour- copy
2. Photoshop and effects
3. Unique colours
4. Mode of address- smirking at camera

Old Spice self depreciate modern day conventional adverts- mocking

Conventional aspects:

1. Product placement
2. Attractive male- celebrity endorsement
3. Rule of thirds
4. Symbol of woman- objectification
5. Challenging direct address

Technical conventions and connotations

Typeface/font style	The cursive style of Old Spice helps to personalise the meaning, connotating that It Is personal, friendly and real
Shot types and angles	The mid shot of Mustafa creates a personal connotation and personal closeness that he is someone the audience would want to be with
Colour palette	The colour palette evokes the colours of a tropical island suggesting if the audience wear to wear/buy it they can escape from their everyday lives and be transported to paradise
Locations and settings	The reference to Old Spice as a scent from the Bahamas further reinforces the meaning of escapism and suggests the products exotic appeal
Register/mode of address	The humorous mode of address connotates that old spice and anyone who wears it is young and fun. It also connotates intelligence and by being self-mocking, thus making it postmodern and culturally relevant
Anchorage	The anchoring of the image, text and product connotates that It is fun, humourous and exotic. If you buy or wear it you can be as attractive, manly and funny as Isaiah Mustafa.