To begin with, the first thing we notice is that the male in the photograph is clearly in very good shape, and that seems to be the main focal point of the advert - meaning therefore it was used to appeal to women. We also see that he is riding on a horse and is on an idilic beach which all would appeal greatly to women; almost suggesting that if you buy "your man" this aftershave it will allow them to seem like they are in this perfect place. All these little parts of the image like the man and horse which are seemingly irrelevant to what is advertised, are all done to once again appeal to women which is different from many other aftershave commercials.
Another point, is how the product is actually placed in the advert. Here we see it is in a vibrant red that stands out and has diamonds falling from it (once again appealing to women) so this heightens the idea of it being a luxury product. Also if it held by the man very delicately so this adds to making the product seem special an really pushes it forward to the front of the image. Analysing the font of it, we have a very harsh font stating "smell like a man, man" which is all capitals and has almost a comedic effect due to the repetition of man, suggesting if you don't wear this you are not a true man and so this could appeal to females buying for boyfriends as a joke. We then see the traditional classy old spice font below which goes back to the classy look again.
Overall, we see that the advert is almost meant to be so luxurious that it becomes comedic, though this adds to the selling point of the product. The aftershave is seen as showering diamonds and if a womans "man" uses it her life will be transformed into this perfect one. Another point, is that because the advert is so different from other aftershave brands - which would usually just have dark images of well dressed people that are rather bland - this stands out and because of the topless man it draws peoples attention to it which then sells products.
Now, upon contrasting these two posters which are both advertising the same brand, we see this new one has a different message being portrayed to possibly a different target audience. With this we see that there is a lot going on in the poster and it is really a whole array of bright colours and images that will certainly stand out against other adverts. It is clear that this has a very summer orientated theme to it with the backdrop being a summers day with a blue sky, and then the fact that he is covered in all of the things you would find on a beach. For some, this may be off putting as it loses its 'classy' yet slightly out there repertoire that it carried before for older men, though now we see they are trying to draw in a younger audience. Due to the fact it is so unrealistic in almost a comically bad way, it will attract younger people who will find it funny. The volcano on his head is a good example of this because it looks almost badly photoshopped on, though is is referring to the product itself stating that it will make you 'hot' by wearing it. By using the beach swell, it is saying a lot about the product and its smell and how you can almost be put to the Bahamas by wearing this product. Looking more at the product itself, and the strap line they now hold, it is clear again how they are moving away from there old products and into this new market. Before we had this theme of a musty scent for a man that was meant to highlight this manly persona, they now have ditched that and are acquiring a much more feminine scent of the Bahamas. Coupled with this, in their quote on the advert it does not mention being a man or anything along those lines, though it still has a joke within it meaning they have not changed themselves too much. Overall, this new old spice advert adopts a very different format to the previous ones in order to appeal to the younger audience. They have moved very much away from the classy upmarket feel that was previously shown, because compared to many other aftershaves and shower brands on the market, the price of old spice does not fall into the luxury market. Due to this then, they are trying to appeal to those who will be buying this item in this market who tends to be younger people. They have lost the classic typography and have gone for something more plain and easy to read, whilst adding more humour into the writing itself. Before, their humour tended to be in the video adverts which was what gained its popularity, though as they are not seen as much as still adverts, this humour is transferred to there hence the random and in your face pictures like the volcano and such on the man.
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