On National Teacher Day, meet the 2024-25 Kenan Fellows
Advertising and marketing part 2
1. Advertising and marketing part 2: Old Spice
General male stereotypes- Strength (physicalandintellectual), Power, Sexual attractiveness(which
may be based onthe above), Physiqueand Independence(of thought, action, finances)
General racial stereotypes (accordingto Alvarado) - Exotic, Dangerous, Humorous andPitied.
General Black stereotypes- Criminals, Gangsters, Knife crime, Players, Rappers, Athletes,
comedians and promiscuous/sexual.
https://www.youtube.com/watch?v=8ASb6jf-s74
Representationsin thisadvert- In this ad, many black
stereotypesare shown. For example, in this
screenshot, Terry Crews is portrayedasathletic. This
is because of the fact he is muscular. This also
represents the typicalmale stereotypeof strength,
physiqueandalso sexual attractivenessdue to his
lack of clothes. One of their adverts alsoshows
physicalpower as he fights off the other male (Isaiah
Mustafa)on his own. He also doesthis on hisown
with no struggles, which showshis independence
usedwith power. Another black stereotypeshownis
humorous, asbothmenbicker and funny effects are usedto make themseem humorous, whichis
also a general racial stereotype accordingto Alvarado.
Itschange
The Smell like a man campaignadvert (2010)was considereda transformativemassmarket campaign
for the aftershave brandOldspice.Priorto 2010, theOldSpice brandwas associatedwith anolder,
more matureaudience. The campaign featured the American actor IsaiahMustafaandwas shot by
MatthewCarroll for the Wiedan andKennedy advertisingagency.
1964 OldSpice Ad
Fromthis, it showshow prior to 2010, thebrandhada more serious
approachandtheir image was very different asit features a white male
wheres as more recent yearsshow 2 black men. Inaddition, newer versions
are morehumourousasthey openly take on stereotypicalroles andmake
jokes aboutbeing important butbefore it was muchmore serious andthey
often used female presence to highlightthat males were actually centre of
attention. Inthese examples they takeon the stereotypesseriously such as
independence andpower by showingpatriarchy.
3. The female gazetheory is anidea conductedby Hanson, whereyourefer totheperspectiveof a female,
andwhat they would see when looking at certain things or ideas.
