Old spice advert- Essay Question
Essay question (upload to Showbie when finished)
- Discuss the advertising codes and conventions used to appeal & persuade the target audience. DONE
- Discuss the media language used to convey representation to the target audience (GEARS), you will need to adress the mainstream representation within the advert and elements of representation which in your view are not communicated to the audience. DONE
- Describe the viewpoints and ideologies asscociated with the advert identifying the media language elements that help you come to this conclusion. DONE
- Describe how audiences interpret the advert ( apply Stuart Hall`s theory to do this) DONE
To begin with, the smell like a man campaign advert was launched in 2010 and the actor used and featured in the advert is Isaiah Mustafa, an American actor and a football player. The adevrtising campaign is also known as `The man your man could smell like` and is created by the Wieden and Kennedy agency.
As the image of the famous and well known famous and well known American actor as well as football wide receiver is used in the advert, this shows the use of celebrity endorsement and appeal. This reflects the fact that in contemporary society and in a postmodern world tht we live in it is important to include celebrities in order to increse the popularity of a product and in this case the advert. The celebrity endorsement through the use of the actor Mustafa acts as a tool of success to the advert as in that way the advert`s popularity will be increased as more people will be aware of the advert. The product can therefore be consumed more by audiences as a result of the celebrity in the advert being the celebrity that the audience admires and therefore sees as a role model. The celebrity Mustafa used in the advert reinforces the consumer aspirations. The shot type used for Mustafa is a mid shot which allows the audience to recognise him and allows us to have a close look at his facial expressions and the emotions he is conveying. Whereas, for the product image of the deodrant in the forms, the shot used is a long shot so the products can be seen fully and help for recognision when publishing the advert. The typeface/font style used for the headline of the advert- for the unfinished claim is a capitalised sans serif font which makes it stand out and results in the headline to be clearly read by the audience, whereas for the headline `Old Spice` the font used is a cursive font which means tht it could be hand-written, this htherefore reinforces the idea of realism as it makes the headline appear very realistic rather than being computer written/generated. The headline `This fact has not been fact-checked` is also an unfinished claim which therefore creates a humour appeal to the audience and brings humour to the advert itself. Furthermore, as the text of the advert refers to `Bahamas scent`, the technical codes of location and setting have used a virtual studio and effects in order to make it appear as if the actor is on a tropical island. This establishes a lonk between the text and the visuals therefore the `Bahamas` are represented by the backgeound of the advert which has been edited to make it appear as if it really is the `Bahamas`. The use of this technology and the effects contribute to the theme of realism as it leads to the audience believeing that the actor and the avdert has really been shot on the Bahamas island. Furthermore, the technical code of imaga manipulation and special effects have been used to to manipulate an erupting volcano using CGI techniques onto the top of Mustafa`s head and props have been edited onto his body such as windsurfer ad sunbathing women. These advertising codes and conventions have contributed to the humour appeal of the advert, as a result of the context of exaggerated and sureal setting as well as the combination of visuals help to form this atmosphere of humour along with the unfinished claim.
In addition to this, the connotation of the location and setting of the advert and the mention of the scent from the Bahamas, as well as the props used lead to persuasive technique of escapism. The use of the props that refer to a tropical island such as beach, sand, sunbathing women help to provide a sense of escape from everyday life and provides the audience with a relaxing atmosphere of an island and it could be suggested that the advert with the escape appeal takes the audience to paradise. In addition to this, the colour palette as technical conventions uses colours typical for an island setting contributing to the theme of escapism and exotic appeal too. This as well as the props used in the advert can relate to the uses and gratification theory by Katz and Blumler and the aspect of diversion and entertainment. The effects, humour and exaggerating atomosphere of the avdert allows the audience to be entertained and therefore allows them to escape the everyday life problems.
Intertextuality is used in the advert by the celebrity endorsement as a form of role modelling as people would like to smell like him and therefore consume the product advertised. Furthermore, as the advert uses a reference to Bahamas island, intertextuality becomes evident as the use of this exotic location creates an intertextual link to holiday, paradise, exoticism and to the audiece appeal of escape.
The media language in the advert, portrays representations to the target audience in terms of the gender, ethnicity, age, region and the socio-economic. For example, the location and setting is made to appear as if the subject is on a tropical island. The assumption is that it is the Caribbean because teh text refers to Old Spice as a Bahamas scent. This can mean that through the use of the editing and image manipulation one of the regions targeted are islands and places of warm weather as in the mise en scene of the advert we can see props being used such as a sunbathng women, palms, sand and sea which are all typical for locations of warm weather.
As we can see that the product advertised is a deodrant for men and therefore through the media lamguage such as the mise en scene, location and props this connotes quality, glamour and aspiration aroind a brand which can suggest that the target socio-economic will be of people occupying the C1 or B classes. The location, connotes this as it is an exotic destination which therefore creates the product to appear suitable for the middle class people. This can also relate to the Young and Rubicam and therefore attract audiences such as the `Explorer` as identified by their model. This audience may be attracted by the advert as a result of the exotic and unusal but of quality location used- the Bahamas.As the Explorer is a person that likes to try new products and therefore decides to take new risks and experiences they are more likely to consume the product advertised. The text stating that the product is of `Bahamas scent` may also act as a tool of attracting the Explorer as it confirms that the smell of the product will not be the usual but will be more challening, new and exotic.
The targeted gender can be seen to be male, as a result of the celebirty chosen- male and also through the colour palette being used. The colours used in the advert are mainly saturated such as blue and green which are colours associated with the male gender domain. This can also be seen in the history of ther advertisement which throughout ttime have mainly been masculine.
As mentioned that the image has been manipulated, and therefore the volcano has been placed onto the head of Mustafa this links back to emphasising the masculinity and the Old Spice original aim to promote with this product. Confidence is also promoted through the Old Spice advert and the desire to smell fresh and masculine throughout the day. This hsows how the Old Spice product follows the stereotypical conventions of a male grooming product and it is clearly shown within the advert mainly through the facial expression from Mustafa which is allowed to be seen by the audience through the wide shot being taken of Mustafa which therefore allows us to focus and attract attention to his upper body- facial expressions. His facial expression show confidentiality which can also suggest that this is what makes males dominant in a patriarchal society. The advert can also be seen as being targeted at females to some extent, as many females are in fact the characters that will buy products as such as they would desire their partners to feel like they are a real man which can therefore attract them to buy this product for their male partners. Furthermore, the campaign that the company launched reached females as it implied `I am the man your man could smell like`. This shows that females may be interested as the man in the advert is Isaiah Mustafa represented in an attractive men therefore females are more likely to buy the product for their male partners believing that this will be achieved and their man will become more `masculine` and his appearance will be improved through using the product adevrtised by Old Spice.
However, as the main gender targeted is male, this can therefore emphasise the under-representation of the female gender, patriarchy and their domination and subordination by men in contemporary society by excluding any participation of female characters in the advert conforming to stereotypes held about women and therefore to bell hook`s theory of females suffering from patriarchal oppression and discrimination against them.
Through the use of the male actor in the advert, who is a middle aged man, this can imply that the age targeted through this advert is younger and middle-aged males in their 20`s and 30`s. The character conforms to established stereotypes about how people should appear in the media as good looking and attractive. As a result of his appearance this can attract the male audience further as they may want to look as attractive as Mustafa is, portraying the ideology of materialism and consumerism as audiences will be ready to consume any products in order to look better and more attractive.
The use of consumerism and actor from African-American ethnic background shows how the ad will be targeted at a range of regions and places but mainly ocnsumerist places home to the more affluent people.
The use of Mustafa in the advert and his representation as a good looking, attractive and dominant men challenge the stereotype of post colonialism and ethnicity by Gilroy as the advert actually represents black males in a good way rather than as inferior to the white males or dehumanised.
The image manipulation and the volcano over the head of Mustafa triggers humour and therefore conforms to the theory racial theory of Alvarado and shows how black actors in the media are represented as humorous and comedic.
What is not clearly represented in the Old Spice ad is that the age targeted is younger males and not only the middle aged man. It is not clearly shown that the product is most likely to be targeting also, younger males such as males within the age demogrpahic group of 16-20 year olds, as the actor used in the advert is a man in his 30`s. I can identify this as in a consumerist society the younger people are more materialistic and therefore concerned about their appearances and the products they consume in order to achieve the appearance they desire, which shows how younger males are likely to be targeted. The colour scheme of the advert and the colour `red` in specific represents danger which can conform to stereotypes held about men as being dangerous and therefore dominant of women.
(Alvarado`s theory- black men as `dangerous`)
The advert is referring to a number of ideologies and ideological assumptions as a result of the media language used in the advert. One of the main ideologies that the advert portrays is the ideology o1f patriarchy. The advert can be seen as reinforcing the patriarchal ideology through choosing a male actor- Mustafa to advertise and promote the product and slogan which reinforce the masculinity and ideological dominance of men within the contemporary society we live in. Mustafa is he only character represented in the advert, which links to the domination of males in society over the females linking and conforming to the theory of the feminist bell hooks of female oppression. Also the women sunbathing in bikinis in the advert can relate & conform to feminist Van Zoonen`s theory of females being objectified in the media and therefore portray the ideology of patriarchy. The positiong of the women, being placed over the body of the male and being minimised- appearing as a tiny object can suggest how females are under-represented in the media, dominated and dependent on males in society.
The ideology of consumerism is portrayed, as the advert itself is promoting and advertising a glamorous product and an aspiration around brands. Furthermore, the reference to the Bahamas as a location highlights consumerism as it is a holiday destination of high quality, therefore consumerism offers a sense of identity through consumer goods and therefore destinations as such, showing that the target is more affluent individuals, which are the main consumerists. The message from the use of the ideology consumerism is that the consumption of commodities makes us better versions of ourselves, which is what people in contemporary society are concerned with the most.
And lastly, the ideology of individualism is visible through the use of one actor in the advert which is Mustafa. He is seen dominant because he has been the only chosen actor to be in the campaign and therefore he is the person that rules and holds the campaign together.
Materialism and consumerism are closely linked ideologies within this advert. The idea of consumerism throughout the advert in terms of the exotic locations suitable for the middle classed and affluent people, and therefore the male deodrant of `Bahamas scent`, relate to the ideology of materialism as in a consumerist society affluent individuals are concerned with consuming quality products and goods such as the product advertised. The representation of the product as an exotic and material good shows how it relies on materialism and materialists who aspire to possess and consume the best material goods.
Lastly, the audience that is looking at the advert can interpret representations and meanings in different ways which can be identified by Hall`s reception theory. For example, the preferred reading of the Old Spice `Smell like a man` campaign from a male audience perspective could be that the product in the advert can help you to become more `masculine` and a better version of yourself which will also make you more desired. However, female audience are more likely to take the oppositional reading as they may feel excluded as the product is mainly targeted at males and therefore the actor in the advert is also a male, therefore they may disagree with the advert.
What Old Spice did, is that they developed a campaign later on in time, with the name `The man your man could smell like` which shows how the brand has changed and developed in order to engage with larger part of the audience in terms starting to target and attract female audience. The title of the campaign implies this and shows how it targets a female audience as it suggests that if females buy this product for their partners then it will change their male partners in a positive way as they will adapt a more attractive smell.
The negotiated reading is when the audience accepts the views of the producer but also has their own input and understanding of the text. Therefore in this case, the negotiated meaning can be taken from the perspective of a male audience too, for example as they may agree with what the advert is portryaing forward with the product, however they may believe that there a different ways in which they can become more `masculine` and a better version of themselves, rather than by consuming products like this. This therefore shows, the reading will depend and differ based on the lifestyles and opinions of people, which results in the same audience- males taking up different readings of the text, depending on their own opinions.
- Discuss the advertising codes and conventions used to appeal & persuade the target audience. DONE
- Discuss the media language used to convey representation to the target audience (GEARS), you will need to adress the mainstream representation within the advert and elements of representation which in your view are not communicated to the audience. DONE
- Describe the viewpoints and ideologies asscociated with the advert identifying the media language elements that help you come to this conclusion. DONE
- Describe how audiences interpret the advert ( apply Stuart Hall`s theory to do this) DONE
To begin with, the smell like a man campaign advert was launched in 2010 and the actor used and featured in the advert is Isaiah Mustafa, an American actor and a football player. The adevrtising campaign is also known as `The man your man could smell like` and is created by the Wieden and Kennedy agency.
As the image of the famous and well known famous and well known American actor as well as football wide receiver is used in the advert, this shows the use of celebrity endorsement and appeal. This reflects the fact that in contemporary society and in a postmodern world tht we live in it is important to include celebrities in order to increse the popularity of a product and in this case the advert. The celebrity endorsement through the use of the actor Mustafa acts as a tool of success to the advert as in that way the advert`s popularity will be increased as more people will be aware of the advert. The product can therefore be consumed more by audiences as a result of the celebrity in the advert being the celebrity that the audience admires and therefore sees as a role model. The celebrity Mustafa used in the advert reinforces the consumer aspirations. The shot type used for Mustafa is a mid shot which allows the audience to recognise him and allows us to have a close look at his facial expressions and the emotions he is conveying. Whereas, for the product image of the deodrant in the forms, the shot used is a long shot so the products can be seen fully and help for recognision when publishing the advert. The typeface/font style used for the headline of the advert- for the unfinished claim is a capitalised sans serif font which makes it stand out and results in the headline to be clearly read by the audience, whereas for the headline `Old Spice` the font used is a cursive font which means tht it could be hand-written, this htherefore reinforces the idea of realism as it makes the headline appear very realistic rather than being computer written/generated. The headline `This fact has not been fact-checked` is also an unfinished claim which therefore creates a humour appeal to the audience and brings humour to the advert itself. Furthermore, as the text of the advert refers to `Bahamas scent`, the technical codes of location and setting have used a virtual studio and effects in order to make it appear as if the actor is on a tropical island. This establishes a lonk between the text and the visuals therefore the `Bahamas` are represented by the backgeound of the advert which has been edited to make it appear as if it really is the `Bahamas`. The use of this technology and the effects contribute to the theme of realism as it leads to the audience believeing that the actor and the avdert has really been shot on the Bahamas island. Furthermore, the technical code of imaga manipulation and special effects have been used to to manipulate an erupting volcano using CGI techniques onto the top of Mustafa`s head and props have been edited onto his body such as windsurfer ad sunbathing women. These advertising codes and conventions have contributed to the humour appeal of the advert, as a result of the context of exaggerated and sureal setting as well as the combination of visuals help to form this atmosphere of humour along with the unfinished claim.
In addition to this, the connotation of the location and setting of the advert and the mention of the scent from the Bahamas, as well as the props used lead to persuasive technique of escapism. The use of the props that refer to a tropical island such as beach, sand, sunbathing women help to provide a sense of escape from everyday life and provides the audience with a relaxing atmosphere of an island and it could be suggested that the advert with the escape appeal takes the audience to paradise. In addition to this, the colour palette as technical conventions uses colours typical for an island setting contributing to the theme of escapism and exotic appeal too. This as well as the props used in the advert can relate to the uses and gratification theory by Katz and Blumler and the aspect of diversion and entertainment. The effects, humour and exaggerating atomosphere of the avdert allows the audience to be entertained and therefore allows them to escape the everyday life problems.
Intertextuality is used in the advert by the celebrity endorsement as a form of role modelling as people would like to smell like him and therefore consume the product advertised. Furthermore, as the advert uses a reference to Bahamas island, intertextuality becomes evident as the use of this exotic location creates an intertextual link to holiday, paradise, exoticism and to the audiece appeal of escape.
The media language in the advert, portrays representations to the target audience in terms of the gender, ethnicity, age, region and the socio-economic. For example, the location and setting is made to appear as if the subject is on a tropical island. The assumption is that it is the Caribbean because teh text refers to Old Spice as a Bahamas scent. This can mean that through the use of the editing and image manipulation one of the regions targeted are islands and places of warm weather as in the mise en scene of the advert we can see props being used such as a sunbathng women, palms, sand and sea which are all typical for locations of warm weather.
As we can see that the product advertised is a deodrant for men and therefore through the media lamguage such as the mise en scene, location and props this connotes quality, glamour and aspiration aroind a brand which can suggest that the target socio-economic will be of people occupying the C1 or B classes. The location, connotes this as it is an exotic destination which therefore creates the product to appear suitable for the middle class people. This can also relate to the Young and Rubicam and therefore attract audiences such as the `Explorer` as identified by their model. This audience may be attracted by the advert as a result of the exotic and unusal but of quality location used- the Bahamas.As the Explorer is a person that likes to try new products and therefore decides to take new risks and experiences they are more likely to consume the product advertised. The text stating that the product is of `Bahamas scent` may also act as a tool of attracting the Explorer as it confirms that the smell of the product will not be the usual but will be more challening, new and exotic.
The targeted gender can be seen to be male, as a result of the celebirty chosen- male and also through the colour palette being used. The colours used in the advert are mainly saturated such as blue and green which are colours associated with the male gender domain. This can also be seen in the history of ther advertisement which throughout ttime have mainly been masculine.
As mentioned that the image has been manipulated, and therefore the volcano has been placed onto the head of Mustafa this links back to emphasising the masculinity and the Old Spice original aim to promote with this product. Confidence is also promoted through the Old Spice advert and the desire to smell fresh and masculine throughout the day. This hsows how the Old Spice product follows the stereotypical conventions of a male grooming product and it is clearly shown within the advert mainly through the facial expression from Mustafa which is allowed to be seen by the audience through the wide shot being taken of Mustafa which therefore allows us to focus and attract attention to his upper body- facial expressions. His facial expression show confidentiality which can also suggest that this is what makes males dominant in a patriarchal society. The advert can also be seen as being targeted at females to some extent, as many females are in fact the characters that will buy products as such as they would desire their partners to feel like they are a real man which can therefore attract them to buy this product for their male partners. Furthermore, the campaign that the company launched reached females as it implied `I am the man your man could smell like`. This shows that females may be interested as the man in the advert is Isaiah Mustafa represented in an attractive men therefore females are more likely to buy the product for their male partners believing that this will be achieved and their man will become more `masculine` and his appearance will be improved through using the product adevrtised by Old Spice.
However, as the main gender targeted is male, this can therefore emphasise the under-representation of the female gender, patriarchy and their domination and subordination by men in contemporary society by excluding any participation of female characters in the advert conforming to stereotypes held about women and therefore to bell hook`s theory of females suffering from patriarchal oppression and discrimination against them.
Through the use of the male actor in the advert, who is a middle aged man, this can imply that the age targeted through this advert is younger and middle-aged males in their 20`s and 30`s. The character conforms to established stereotypes about how people should appear in the media as good looking and attractive. As a result of his appearance this can attract the male audience further as they may want to look as attractive as Mustafa is, portraying the ideology of materialism and consumerism as audiences will be ready to consume any products in order to look better and more attractive.
The use of consumerism and actor from African-American ethnic background shows how the ad will be targeted at a range of regions and places but mainly ocnsumerist places home to the more affluent people.
The use of Mustafa in the advert and his representation as a good looking, attractive and dominant men challenge the stereotype of post colonialism and ethnicity by Gilroy as the advert actually represents black males in a good way rather than as inferior to the white males or dehumanised.
The image manipulation and the volcano over the head of Mustafa triggers humour and therefore conforms to the theory racial theory of Alvarado and shows how black actors in the media are represented as humorous and comedic.
What is not clearly represented in the Old Spice ad is that the age targeted is younger males and not only the middle aged man. It is not clearly shown that the product is most likely to be targeting also, younger males such as males within the age demogrpahic group of 16-20 year olds, as the actor used in the advert is a man in his 30`s. I can identify this as in a consumerist society the younger people are more materialistic and therefore concerned about their appearances and the products they consume in order to achieve the appearance they desire, which shows how younger males are likely to be targeted. The colour scheme of the advert and the colour `red` in specific represents danger which can conform to stereotypes held about men as being dangerous and therefore dominant of women.
(Alvarado`s theory- black men as `dangerous`)
The advert is referring to a number of ideologies and ideological assumptions as a result of the media language used in the advert. One of the main ideologies that the advert portrays is the ideology o1f patriarchy. The advert can be seen as reinforcing the patriarchal ideology through choosing a male actor- Mustafa to advertise and promote the product and slogan which reinforce the masculinity and ideological dominance of men within the contemporary society we live in. Mustafa is he only character represented in the advert, which links to the domination of males in society over the females linking and conforming to the theory of the feminist bell hooks of female oppression. Also the women sunbathing in bikinis in the advert can relate & conform to feminist Van Zoonen`s theory of females being objectified in the media and therefore portray the ideology of patriarchy. The positiong of the women, being placed over the body of the male and being minimised- appearing as a tiny object can suggest how females are under-represented in the media, dominated and dependent on males in society.
The ideology of consumerism is portrayed, as the advert itself is promoting and advertising a glamorous product and an aspiration around brands. Furthermore, the reference to the Bahamas as a location highlights consumerism as it is a holiday destination of high quality, therefore consumerism offers a sense of identity through consumer goods and therefore destinations as such, showing that the target is more affluent individuals, which are the main consumerists. The message from the use of the ideology consumerism is that the consumption of commodities makes us better versions of ourselves, which is what people in contemporary society are concerned with the most.
And lastly, the ideology of individualism is visible through the use of one actor in the advert which is Mustafa. He is seen dominant because he has been the only chosen actor to be in the campaign and therefore he is the person that rules and holds the campaign together.
Materialism and consumerism are closely linked ideologies within this advert. The idea of consumerism throughout the advert in terms of the exotic locations suitable for the middle classed and affluent people, and therefore the male deodrant of `Bahamas scent`, relate to the ideology of materialism as in a consumerist society affluent individuals are concerned with consuming quality products and goods such as the product advertised. The representation of the product as an exotic and material good shows how it relies on materialism and materialists who aspire to possess and consume the best material goods.
Lastly, the audience that is looking at the advert can interpret representations and meanings in different ways which can be identified by Hall`s reception theory. For example, the preferred reading of the Old Spice `Smell like a man` campaign from a male audience perspective could be that the product in the advert can help you to become more `masculine` and a better version of yourself which will also make you more desired. However, female audience are more likely to take the oppositional reading as they may feel excluded as the product is mainly targeted at males and therefore the actor in the advert is also a male, therefore they may disagree with the advert.
What Old Spice did, is that they developed a campaign later on in time, with the name `The man your man could smell like` which shows how the brand has changed and developed in order to engage with larger part of the audience in terms starting to target and attract female audience. The title of the campaign implies this and shows how it targets a female audience as it suggests that if females buy this product for their partners then it will change their male partners in a positive way as they will adapt a more attractive smell.
The negotiated reading is when the audience accepts the views of the producer but also has their own input and understanding of the text. Therefore in this case, the negotiated meaning can be taken from the perspective of a male audience too, for example as they may agree with what the advert is portryaing forward with the product, however they may believe that there a different ways in which they can become more `masculine` and a better version of themselves, rather than by consuming products like this. This therefore shows, the reading will depend and differ based on the lifestyles and opinions of people, which results in the same audience- males taking up different readings of the text, depending on their own opinions.
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