Media Language and Representations: Advertising and Marketing (Old Spice)

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Image result for old spice freshest placeMedia Language and Representations: Advertising and Marketing (Old Spice)


  • Explain how and why, with close textual references, how effective their campaign is in attracting a youthful audience.
Old spice's aftershave campaign is effective to attract a youthful audience as they use a young model in the advert. This symbolises that younger men can use the product, and that the aftershave is not only aimed at the older audience. The colours used in this advert are used to represent the 'Bahamas scent'.The product is featured on the bottom right of the page away from the other mise en scene. They have put the product there so that it stands own. The product also does not have any other features around it. This is done so that the product is clearly seen by the audience. The model is wearing the beach, which symbolises that the aftershave is fresh and again links to the text 'Bahamas scent'. The advert shows that you do not have to be an older man to use the product. The original advert of 'old spice' had an audience of older men who could afford the product. In the original adverts it made the audience feel like if they wore this product then they would become a man.

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