Tuesday 18 December 2018

Advertising and Marketing

Old Spice - Male grooming products
Isaiah Mustafa Campaign

  • Self-referential advert- knowing that it's silly, referencing other men's toiletry advert
  • Relatively cheap to the mass market
  • Parody/mickey-taking of other adverts.
  • Intertextual
  • Post-modern:
    • Mix and match - time and space
    • Breaking genre
    • Reality/Fantasy
  • "Become yourself"/"The mark of a man"
Bathes: Denotation/Connotation (Semiotics theory)
  • Physical form - what we see or hear (Red rose)
  • Meaning - which relates to society's ideology/cultural context (Romance)
  • Myth - when symbols/signs come to represent whole sets of ideas in a society
Old Spice and gender representation
  • Butler's gender performativity: Gender is created in how we perform our gender roles - there is no essential gender identity behind these roles, it is created in the performance. Performativity is not a singular act but a repetition and a ritual that becomes naturalised within the body.
  • Any feminism concerned only with masculinity and femininity excludes other forms of gender and sexuality. This creates 'gender trouble' for those that do not fix the heterosexual norms. 

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