Old Spice Textual Analysis Updated

Carry out a textual analysis of the print advert for Old Spice (slide 2). How are viewpoints and ideologies communicated? Draw on a range of examples to illustrate your analysis (500 words)

This is an 'Old Spice' print advertisement. 'Old Spice' is an American brand of male grooming products encompassing deodorants and antiperspirants, shampoos, body washes, and soaps.

This advertisement consists of a model (Isiah Mustafa) and his head being joined to a volcano. The advertisement is at a beach, with a bright blue sky, and sand making its way up the model's body making the sand look like it’s the base of a volcano. The use of a volcano gives connotations of being 'hot', which is hat the advertisement aims to do, as it wants the users who use the product to feel 'hot'. Furthermore, the use of the model, Isaiah Mustafa gives connotations of masculinity as he was previously an American Football player. The sand base also has drawing of women, laying on the sand, making the users feel like the product will make them feel irresistible. The model is also looking right into the lens of the camera, giving direct address, making him look very masculine, but also confident. This could make the person viewing the advert want to but the product to achieve the same effect. There is also a shark being pulled up using a fishing rod, which is not usually seen in advertisements, especially print ones. The product is placed in the bottom right-hand side of the advertisement and is placed on the sand. The product isn’t the main attraction of this advertisement as the use of surrealism grabs all the attention to the advertisement, and by looking at the advertisement, individuals can make links between the ad and the product. 

The typography of this cover is fairly small and sans-serif, which could give connotations of masculinity and strength. The text states "Old Spice Bahama scent comes from an anti-perspirant mine in the Bahamas. This fact has not been fact-checked". The quote "This fat has not been fact-checked" has elements of comedy, as the advert is making such big facts, but is contradicting themselves as they exclaim that it hasn't been fact-checked. 

There is also lots of humour in incorporated within this print advertisement along with the use of postmodernism. This is highlighted by the use of the models facial expressions as he is smirking and there is a volcano, making him look 'cool', and along with this there is sand with people with it. This is emphasized by the painting of a person who is buried in sand and only their head is above the sand. There is also a person fishing, while sitting on the kdoels ear, and bringing up a shark. In addition, there is a character who is hanging onto the sail of a boat, which is tipping over, with the 'God of the sea' using his pitchfork as a weapon, poking the man who is struggling.

The main aim of this type of advertisement is to sell their product to their main demographic audience who are males 19-25, so they can but the product, making them feel better about themselves and appear more attractive or 'hot' as the volcano highlights.

                                                                         

To conclude, this is a great cover using lots of surrealism which makes it unique to other advertisements. These techniques make the advertisements strategies of old spice very persuasive and makes the audience want to purchase the product and use it. Another way this is denoted is by the use of the little drawing of the people on the beach who are all enjoying themselves.