Lesson 4 - Set products for Component 1 Section B
Lesson Objective
K: The media texts set by the board for Component 01 Section B.
U: The expectations for analysing the set products.
BAT: Develop your own writing style for analysing media products.
CO: Use Media Language of camera, context, intertextuality and representation throughout in your verbal and written communication.
Due to Old Spice becoming a brand known for being worn by older men, the manufacturers of the brand decided to give it a new look through an advertisement depicting a relatively young good looking man, to catch both the attention of women who want their boyfriends to be a certain way as well as the men who lack the body and lifestyle. This is in hopes of them believing the lifestyle merely comes with the smell. Both the font and colour of writing featured in this ad suggest tones of romance (red) and sternness (bold nature of the font), adding on to the dominance of the statement shown with formal phrasing almost suggesting a friendly man-to-man conversation as though he is giving guidance and support to male consumers who are in need of both a friend and relationship advise, as well as giving consumers hope and faith in this product to increase its sales.
The direct address in this media text breaks the fourth wall
The fact of there being a white horse that looks head strong and pure shows that the man who wears their scent has not only control over this strong obedient creature (by not holding on) but over his life too as though the product can help you to make difficult decisions. I am now going to talk about the miss-en-scene of this product. The high key lighting (miss-en-scene) shown on the picturesque beach forms a glow around his head, this could be said to resemble a halo. One could argue that it connotes the idea of him being some form of god in a dream, appealing to women in their thirties or forties within the C1/C2 class. These women would be living in a council flat without a husband yet with children to provide for with her part time job. His god-like form makes it seem as though he could help her as he is sitting like a knight in shining armour, making her want the fantasy man, who isn't even talking to her, instead he's talking to the partner of which she doesn't have. which put together with the green of the shrubbery (wealthy) can make for an increasingly healthy lifestyle which is desired by most individuals who consume this advertisement. The man's confident posture and body language shown in this WideShot by sitting up straight with his masculine hand on his side, can provoke insecurity in a variety of males who may not quite withhold the same physique beneath their clothing.
Their clothing may not even be of the same quality of his as the mere stain-free nature of his white trousers provokes thought of kindness and purity of which most girls would expect from their ideal man, slowly persuading them into buying the fragrance for their own boyfriends/partners, in hope of moulding them into their dream partner subconsciously. The angle used advocates the fantasy of riding horses on the beach with your lover on holiday as we are seemingly level with him as though we ourselves are sat upon another beautiful steed, giving more thought to the idea of romance that can flourish from a consumer purchase. To continue on to the point made about the man not having held on to the beautiful animal suggests his independence and desire for excitement or originality, he defies all rules and stereotypes of average men in this time. Everyone wants to be different, being him, or with somebody like him can set you aside from a crowd of intrusive people.
The audience to whom this Old Spice advert is aimed towards in regards to class would be class C1/C2 and below in terms of desire, as they aspire to be as wealthy as class A, who can afford things included in the featured advertisement such as diamonds or a holiday to the Caribbean. It is a goal for them to reach in life and they will feel as though the purchasing of this product will restore their hope in these goals.
In regards to Lucozade and its context, it was created in the UK and is sold all over Britain. It was created by Thomas Beecham, from Newcastle in 1927. He made it out of glucose syrup to provide a source of energy to people who were ill. Lucozade's original name was Glucozade until 1929, when they removed the first letter from the product.
Text used in this advertisement appears bold
