Media hw Old Spice

In advertising and marketing, there are certain viewpoints and ideologies that are put into an advertisement to let the audience see the representations of the world's view. In this essay, I will be analysing the viewpoint and ideologies that are represented in the Old spice print advert.

In this advert, you see a guy model with an island on his body, with different people enjoying their holiday. The connotation of this image could be that he acts like God and he owns this island, which means that if you buy this perfume then you will become powerful just like him. The ideology in this image shows dominant ideology and gender roles such as males are the lead roles and the one who is powerful whereas the girl lying down in a bikini on the ‘island’ which is referring to Butler's theory, this advertisement his performance of the exaggerated form of masculinity and the girl beneath him is another exaggeration of femininity, with the bikini on posing on the sand.. Another point to pick out is that all the images are from nature such as trees, sand and the sky...etc. This could be done to show that the scent is pure, natural and organic just as how the image shows to the audience. A different way of interpreting this is that because the scent is so natural and pure it might convey that the scent will make you a person who everyone wants to be with and will be comfortable with, just like a holiday.