Old Spice

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  •  Unfinished Claim
    • 'Old spice Bahamas scent comes from an antiperspirant mine in the Bahamas' -
    • 'This fact has not been fact checked'  
  • Humour
    • Surrealism
    • Image manipulation
    • Unfinished claim
  • Escapism
    • Seaside, beach, tropical, volcano
    • Bahamas
    • Holiday - wealth
    • 'The man your man could smell like'
  • Logo
    • Centre - right
    • Creates a visual path - easy to read
    • serif font - playful, humorous, personal
  • Product Image
    • Bottom - right
    • Easy to see
    • Recognisable
    • Matches the colour scheme of the ad
  • Font
    • All-caps
    • Bold, sans serif - main slogan/ information 
  • Shot type/ Camera angles
    • Mid - shot/ head - shot - area of masculinity
    • Personalise
    • Eye-contact
    • Physical closeness
  • Special effects/ Image manipulation 
    • Bahamas
    • Tropical
    • Escapism
    • Non-realistic
  • Slogan
    • Unfinished claim
    • Humorous
  • Colour Palette
    • Matches product image - red, tropical
    • Recognisable
    • Tropical 
    • Bright, vibrant
    • Escapism - paradise
  • Rule of Thirds
    • Isaiah Mustafa centre - left
    • Text centre - right
  • Location and settings
    • 'Scent...from...the Bahamas'
    • Exotic appeal
    • Escapism
  • Register/ Mode of address
    • Humorous - young and fun
    • Intelligence, self mocking - postmodern and culturally relevant
  • Anchorage
    • Alignment of actor, text and product - anchors three separate elements
    • Fun, humorous and exotic
  • Celebrity Endorsement
    • Isaiah Mustafa
    • Masculinity
    • Well known
Masculinity 

The ad portrays a quite comical and mocking representation of society's idea of masculinity. The use of actor and former NFL player, Isaiah Mustafa, showcases the ideological dominance of men within our society.

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