OLD SPICE

Post modern advert-

• Using a more humorous and comedic approach to attract consumers such as this 'hypersexuality' persona of actor Isaiah Mustafa
• using him as a parody 
• BARTHES-connotation (ideology) of the cultural context in this case which is the 'Mythical masculinity'. An idea that is constructed by society and has changed over the years especially throughout a postmodern society now where men are also caring for their physical appearance as sociologists would call this 'The New Man'
• JUDITH BUTLER- "Gender is a social construction" not natural- Acting our gender when performing to the world. Our AGENTS OF SOCIALISATION like our peers keep u from rebelling and to conform to the traditional norms and values that are associated with gender. Those that do rebel would experience SOCIAL EXCLUSION & GENDER TROUBLE- which could link to a deeper meaning of the ad and to purchase it in order to elevate socially in this case men being more desirable by women 
• BAUDRILLARD'S POSTMODERNISM- Society has moved beyond traditionalist ideologies constructing different and acceptable characteristics such as a shift from sexism. Postmod society also revolves around profit and production of goods, hence it's organisation around 'Simulation' -The play of images and signs

Carry out a textual analysis of the print advert for 'Old Spice'. How are viewpoints and ideologies constructed..use example through illustrations. 

Old spice which is an American brand of male grooming products such as fragrances, body wash etc is known for their comedic way of advertising which often creates a 'Hyperreality', such as this print advert which showcases an entire tropical beach on actor Isiah Mustafa's body. The denotation used here is clearly a vacation on his upper body as there are also numerous half naked women on him which could also be more attracting to the male audience but also the trail of sand ultimately leads to the selling product which could connote how these things will only be achieved when consuming this product.

The hyperreal world which is produced through simulation as postmodernists would say was another selling technique as the overall illustration is out of the norm and maybe seen as visually pleasing to some due to the tropical feel which may lead to fantasising. Nevertheless the use of this celebrity endorsement is used to reinforce 'Mythical masculinity' through the exaggerated muscles and the smirk on his face which maybe manipulating even towards the target audience in order to buy the  product. This also links to the ideology of men getting in 'Gender Trouble', a term created by Judith Butler which is a social construction by people meaning if they don't conform to their gender stereotypes then it'll lead to a social exclusion. Overall encouraging men to buy this product.

Nevertheless Barthes also touches on the 'Mythical masculinity' which has been constructed by a patriarchal society for years, leading to a dominance of Men compared to women. This ideology is presented through this print advert as we get a glimpse of a shirtless Isiah Mustafa with a sense of confidence throughout his face which is an automatic generic and stereotypical characteristic males are expected to have in order to achieve things in life. Perhaps the volcanic eruption on his head could connote how the 'Ideal Man' is always in control and hot headed when things don't go their way. Moreover another thing I had noticed about their adverts, are the use of strong black men when selling their product which could demonstrate how the male gaze is being subverted in this day and age due to a social concept of 'The new man' meaning men are caring more about their physical appearance. As this hasn't always been the case in society overall meaning old spice is part of that social change.