Media and Advertising Old Spice

Analyse how the combination of elements of media language influence meaning.

Photomontage- Different bits of photos placed together
The man and the beach are put together as one image in order to create a meaning. The Bahamas is an aspirational holiday destination and this man in the photo is an ex-footballer and actor (aspirational careers. The advert is trying to convince its audience that its is an aspirational fragrance.
The woman lying on the beach next to a cooler is could link to the theory of male gaze as the stereotypical male would enjoybeing on the beach with a woman and a beer. 

Analyse how developing technologies affect media language.

The more recent adverts can be more complicated due to the production through photshop. The old adverts only have 3 layers (Picture, Product and Text) whereas the new advert has alot of layers. (photomontange). 

The old adverts show men being stereotypically manly with references to sport. In the 1980 advert the man is holding the woman as if shes a trophy which is suggesting that with the product you will get women. The new one contains many elements the surround the idea of manliness.

Compare the 2011 version of the advert against the historical examples.

Analyse the dynamic and historically relative nature of genre and
the processes through which meanings are established through intertextuality.

The older adverts appeals more to the classic, old-fashioned man through its language "SOLID" and "HIGH ENDURANCE" and it also shows men either doing something phyical suggests it. 

The new advert appeals more to the younger generation of males who care more about appearance. They do this through using ex-athletes and actors who have the ideal male body. The use of humour and celebrity endorsement also helps to appeal to the younger generation.

Analyse how audiences respond to and interpret the above aspects of media language

4C's

Age

Psychology

The advert uses a peripheral route to appeal to itsaudienceas rather than facts and logic it uses visual cues in order to trigger a reaction from the audience. The advert uses cues that trigger a positive affect from the audience (rapid and involutary response) as it makes people feel joy as well as pleasure through its use of humour. 

It also features many things that will appeal to the aspirer, such as the Bahamas and the celebrity endorsement from an ex-athlete and actor. These are cues that will make the taerget audience want to purchase their product.

The product is targeted at young adult men as it uses young actors and it also uses humour. It also references appearance alot more which is linked more with the younger generations. Bringing in new audiences. 

Colours are used as a visual cue as they provoke emotional reactions.

Analyse the significance of challenging and/or subverting genre conventions

Black models

Mode of address

Humour

Analyse the significance of challenging and/or subverting genre conventions

Analyse Media representation : the way events, issues, individuals (including self- representation) and social groups (including social identity) are represented through processes of selection and combination

Celebrity endorsements (sports men)

Race representation : use stereotypes associated with race

Counter-stereotypes

Black male advertising a mainsteam product

The use of sexualisation (female gaze) to attract audiences

The combination of surreal elements with black male representation in what way might this  subvert conventional stereotypes of the black male (use alvarado theory)

Isiah Mustafa~ ex-athlete, black male, actor

Celeb endorsement

Black stereotypes- aggressive, comedic

Uses of sexualisation for female gazeto improve their man

Surreal elements

Blumler and Katz- Escapism and Entertainment

We gravitate towards the things we most want so you many buy things because you want to escape for day to day life. eg Bahamas 

In what way was the use of sports celebrity Isaiah Mustafa considered a good choice?

Black male

Ideal Body

Comedic

Celebrity endorsement

Aspirational Career

Young

•Consider how celebrity endorsements involving black sports men (Lewis Hamilton Santander, Isaiah Mustafa Old Spice have challenged negative stereotypes associated with Black Racial stereotypes.

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•Is this a positive mood that reflects societal views

 Alvarado- Black people are pitied is challenged

Black people are dangerous is challenged