Media Language and Representation: Old Spice




1) The advertisement is either aimed towards females to buy men their products or men because it is a males product. In some of their adverts they address the females in their audience and tell them if they buy the product the person will become manlier and smell better, they draw the attentions of females by using attractive males  in the latest old spice advert (where the man is on a horse). He addresses the female audience then makes them compare him to the male in the room, this could belittle the male in the room and make him feel as if he needs to buy their products to become more attractive. With the adverts which are geared towards males they entice them by stating that if they wear their aftershave they will become more attractive, they also persuade them of this by using attractive males which me would want to be like for example the advert where the person is surfing because he is athletic.

2) They contribute to engaging the audience  because the one Joan daly explicitly says that "girls like it" when men wear the perfume which is what all their adverts try to convey as well by saying that by wearing the aftershave they will become more attractive and will be able to attract attractive females such as Joan Daly. It is geared towards older men as it is in black and white and the celebrities in it could be celebrities which only older men know about. Also their other poster tried to make younger girls buy their father's old spice for father's day but for it to reach a boarder spectrum of ages for females to buy it for males they used an innuendo.

3) The product is usually placed around the poster but is not used by the person in the picture.  At the start of the video their are cartoons which are popular at the time promoting the products which will attract the audiences attention because they are familiar. In the vintage old spice commercial the man is seen using it with a voice over to promote that the celebrity actually uses the product, then the product was photoshopped in the middle of the beach to show that it has a fresh sea smelling smell. In the old spice advert in which their is an athletic man surfing they do not show him using the product but use the setting to show it has a beach smelling

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