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on September 06, 2019

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Ariana Grande

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Old Spice Advert Essay

Explain how viewpoints and ideologies are communicated by the media language used in adverts.  The aim of Old Spice’s “Smell Like a Man” campaign in 2010 was to transform the brands identity and market to a completely new target audience. The idea was to disassociate the brand with an older, more mature male audience. However, after the campaign the brand was able to reinforce the idea that they were a brand for fresh, young men, and ensured their scents appealed to men and women alike. This brand identity was portrayed by the sense of escapism, humour and the use of American Actor and ex NFL player Isaiah Mustafa in its advertisements which meant the product now appealed to a wider target audience, including younger men as well as women, which is unconventional for a men ’ s aftershave brand to market a male orientated product to women.  According to Halls Reception Theory , the preferred reading of t

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