Masculinity In Old Spice

Masculinity In Old Spice

Some say that it grants what it truly promises, others say it is only our imagination. The portrayal of masculinity and manliness are quite prevalent in most of the old spice ads. Given the obvious scope of the ad, which is to sell the product, the ad seems to portray other things. Masculinity shows itself in the ad through different mannerisms. The appearance of the man, the behavior the man is seen to have, and the sexuality. The Smell Like A Man ad is seen to portray two different ideals. One of which promotes the viewer to want to become a masculine man. The other, however, lays claim that the product will help in achieving this form of masculinity, not in a physical sense but in a mental sense. The most portrayed ideals in the Old Spice ads are dominance, strength, and competitiveness of the manly figure. The ad is somewhat targeted towards women to buy their partner old spice in order for him to become a man. That is shown when the character states that "Your man can smell like a man if he uses Old Spice" (Old Spice). The sense of domination over the man watching the ad is obvious. The man in the ad is physically fit and shows that through his confidence when he tells the women, who are also watching, to "look back at me" (Old Spice). Following that up with a statement that separates the man in the ad from the man watching claiming that "he is not like me" (Old Spice). Thus leaving the women watching in a desperate state to make their man like the man in the ad. After

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