Old Spice Slides

Old Spice

• Old spice was created in 1934 by William Lightfoot Schultz.

• 1937 introduced for women.

• 2012 iconic clipper ship logo replaced with yacht.

• 1938 introduced for male.

• Gender orientated (male).

• Perfect fathers day gift.

• Previous adverts follow traditional conventions of stereotypes.

• Masculine advertising, with representations of women that are irrelevant in the advertising. 

• 60% of mens body washes were purchased by women so Old Spice needed to attract female shoppers.

• Old spice market lacked masculine credibility.

• Target audience 12-34 men and their women shoppers.

• 'The man your man could smell like' on YouTube and Facebook to share and create a buzz. (seeding).

• The advert was climaxing at the end of the super bowl and before, to make people think physiologically that the brand is important. 

• Post launch, key ingredients.

• Adverts were advertised during shows tat were watched by both sex, they started to introduced deals Buy one get one free (BOGOF).

• YouTube - 10 million views.

• Facebook, 55000 fans.

• www.OldSpice.com

Big Issue Slides

The Big Issue Question

The Big Issue on the left is promoting the work of the vendors, they have used a range of people showing that any one can be homeless, this has been done to show the audience they are humans and should be treated like everyone else as many people become homeless though unfortunate events that they have no control over. the diverse range of people are shown to be approachable and friendly all having happy expressions, this encouraging the customers to buy from. this is to help target the problem of poverty and homelessness and the negative views people have about which are sometimes incorrect. The cover on the right is a promotion for the Paddington Bear Film this has been put together to show how he is accepted in Britain as a migrant from Peru. the film had great success and people loved the character of Paddington, therefore is a good way to show how ethnicity shouldn't matter and people should feel welcome. this has been done through the text, location and color as well.The text one the left one "We Are Here" has a similar message to the right one "One Of Us" they both show how social standing is a collective thing, and how everyone has to help each other. the word "we" shows how homelessness is every ones problem and can happen to anyone, therefore you should help them even by just purchasing a magazine from them because it helps them buy food and keep warm. the magazine on the right has used the collective word "us" to show how paddington has been accepted into England and is just the same as every other person in Britain. both texts are placed in the middle and are large, bright and bold making them easy to see and show they have importance. 

The masthead of the magazine can be seen to be placed at the center of the top of the magazine. It is fairly large so it can be seen from some distance. This is good for the recognition of the magazine and people who buy it can see it is for a good cause.

Stereotypes and Readings

Stereotype
visual shortcut but is often not true and offensive
Archetypes
the ultimate stereotype,(dumb blonde) is more basic
Counter-types
A representation that challenges traditional stereotype

Oppositional Readings
when an audience reads a text in the opposite way the media intended it to.
Negotiated Readings
When an audience is allowed to bring their own experiences alongside the medias intentions (when it is left more for you to decide what you think) different audience might have different readings
Preferred Readings
when an audience reads a text in the way that media intended it to