Old Spice Overview

1950s

Product
  • Quality
  • Fresh- shown through the sea theme and the sound of the waves 
  • Focus on the smell 
Masculinity
  • Male voiceover- assertive
  • 30s/40s- family man- closeness between son and father
  • Sailing theme- stereotyped to men
USP/Advertising techniques
  • Direct gaze
  • Rhyming couplets/jingles
  • Appeal to head- cheap $1 after shaving lotion 

1970s

Product
  • Powerful
  • Attractive
  • Successful
  • Classic man
Masculinity
  • UK advert- 'the mark of a man'
  • Power of the sea 
USP/Advertising techniques
  • Loud dramatic tense background music- a strong, powerful man 
  • Dissolve- sea and the woman flicking her hair- he is controlling the sea and the woman, the sea represents the man therefore the sea being part of her hair suggests they are connected, she is attracted to him.
  • Kulshov effect- man on the sea, woman flicking hair, man on the sea- she finds him attractive


 Products and brands dont produce their adverts 'in house'. They employ an advertising agency to do this for them. In case of Old Spice, they used Wieden and Kennedy. 
They are big and global and also handle advertising for Coca-Cola, Nike and KFC. 

Hegemony

  • Originated by the Marxist philosopher Gramasci
  • A culturally-diverse society can be ruled or dominated by one of its social classes.   The ideas, values and beliefs of the ruling class come to be seen as the norm; they are seen as universal ideologies and perceived to benefit everyone whilst only really benefiting the ruling class. 
  • UK ruling class- government(historically middle age white men), MPs, politicians, monarchy
Hegemonic masculinity is defined as a practice that legitimizes men's dominant position in society and justifies the subordination of women, and other marginalized ways of being a man. (https://en.wikipedia.org/wiki/Hegemonic_masculinity)


2010 campaign- tv ad- 'The Man Your Man Can Smell Like'

  • Dominant 
  • Confident
  • Focal point- physical appearance
  • Parody of hegemonic masculinity: physically and mentally strong, womanizer, highly sexually attractive, more assertive than old ads (talks directly to the camera rather than have a voiceover), materially successful, financially stable, smells good, sports stars.
  • Targeted at women-talking to them- 'look at your man' 

2011- Isaiah Mustafa and Terry Crews

  • Isaiah- addressing men (asking women to talk to men) and women
  • Terry- addressing women to buy the products for the men
Synergy- Old Spice product in Bounce and Charmin

 Man 1: Isaiah Mustafa
  • Man for women- man on a white horse- man coming to save you, gentleman (asking to talk to men), polite.
Man 2: Terry Crews
  • Man for men- shouting, powerful, extremely muscular (possibly what men aspire to be like), imperatives- telling them to get it.

Modernism

The modernist world consisted of:
  • scientific discovery
  • belief in science/religion 
  • objectivity/being objective, logical, rational (objectivity=unbiased)
  • the search for meaning 
  • unity/authority
  • believing in a truth- there is a point to the world and all that is in it
  • absolute truths 


Post-modernism

Follows modernism and questions its foundations
Baudrillard- father of post-modernism
  • theory that there is no theory
  • lack of belief in anything- rejection of grand narratives like religion adds science
  • scepticism
  • no truth, not meaning 
  • subjectivity- being biased, valuing personal opinion- the power is in the hand of the individual- when we watch a film- the writer is unimportant.
  • intertextuality
  • pastiche/parody/irony
  • mixing up cultures/times/places
  • a fragmented world made up of hundreds of parts/no unity
  • hyperreality- the simulated world blurs with reality- and is often a more attractive place to be
  • emotionless/detached/nothing to care about or care for
  • self aware
Some aspects of postmodern marketing:
  • hyper reality 
  • fragmentation(pick and mix culture)
  • decentering of the subject/identity- no one holds one meaning- there are multiple different meanings to a text.
  • the audience customises/constructs the meaning and interacts 
  • Playfulness and irony
  • Intertextuality, homage and parody
  • randomness

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