Old spice analysis

Old spice analysis-

Old Spice is recognised as an American brand, which initiated in the 1930s. The brand can be seen selling and promoting men specialised grooming products like soaps, deodorants, and shampoos etc. In this specific advertisement, Old Spice brand ambassador ‘Isaiah Mustafa’ can be seen featured embedded in a fantasy, fictitious environment. The idea of implementing these ‘unconventional’ aspects can be seen portraying mixed meanings and ideologies.

The first type of ideology which is apparent through this advertisement is Butler’s ideology of gender performativity. In this ideology, Butler believes that gender roles are socially constructed through the way we perform and not the gender we were born in. Gender construction can be hugely defined in society, as if a girl acts in a certain manner, society becomes naturalised in defining a women to be feminine. This can be evident through the Old Spice advert, as Isaiah Mustafa is defined as playing a role of a hyper-masculine man. The hyper masculinity persona is heightened through volcanic explosion hinting how he is superior in the hierarchy of the other people in the scenery. For example, a women can be seen at the bottom-right sunbathing, while 4 men can be seen attempting to ascent around him. ‘Volcano’ can have connotations of being dangerous but being a dominant-force, which could strengthen the stereotype of men being strong. His hyper masculinity can also be highlighted through his facial expressions/posture, as he has a clean-shave polished look, which is society’s idealised look for men.

Another type of ideology, which is presented through this advertisement, is Barthes ideology of mythical masculinity. In this ideology, Barthes believes that men portrayal in society is superior to women. Barthes also believes that images are codes with meanings that reflect society and culture, so when these images are repeated, they construct meaning around the world. ‘Mythical’ can connote how these images can be perceived as fictional and untrue in the media. Society can be seen constructing their desired representation of what they want the audience to see. Mythical masculinity can be seen apparent through Isaiah Mustafa’s facial expression, as he is seen smirking and posing in a confident approach depicting men to feel good while utilising the product.

Baudrillard’s theory of Postmodernism can be seen evident through the mixing and matching of realistic and fantasy elements. Baudrillard believes that society is existed through the term ‘simulacra’. This is where copies of reality replace the original content and the boundaries between these are eradicated. This can be seen through certain aspects of the Bahama’s landscape e.g. a man can be seen fishing a shark, women sunbathing, men clinging onto a boat, which is all happening on the exterior of his body. This feature can be seen Photo shopped and providing a humourist display of the Bahamas.  The slogan ‘This fact has not been fact-checked’ is self-referential and can be connoting how the product is not accurate on giving the same result as Isaiah Mustafa. This can reflect on modern day media, as circulation of advertisements can look unrealistic and says it works 100%, which is untrue.

In conclusion, the Old Spice advertisement can be seen communicating a selection of ideologies and mixed meanings, which intention is to promote their products to men, so they can look more attractive and likened by women.  Out of the three ideologies, Baudrillard’s theory of Postmodernism can be seen relatable here, as the advertisement is a self-construction of an imaginary world where realistic and fantasy is integrated to construct a surreal, innovative imagery of masculinity.