Old Spice Print advert Analysis

The print advert for Old Spice men aftershave was firstly created in 1947. In the relatively new Old Spice advert with Isaiah Mustafa, they are implying that once you use the male aftershave, you will feel like a strong sophisticated man. For instance, in the Mise en scene, Isaiah Mustafa has a volcano erupting on his head. This connotes that by using the product he has become more big-headed and confident about his hygiene. Therefore, Isaiah Mustafa is presented as a stereotypical egotistical man as he is very self-confident. This is reinforced by the smirk on his face which also shows the mischievous behaviour men are expected to get into by using this product. In this case, by using the product, it is supposed to get girls to notice him. This is shown by the women that are also incorporated into the advert. Isaiah face is at the top of the print advert and is the biggest image which makes him seem superior to all the other people in the print advert. The women in the print advert is also on his body surrounded by sand which makes it seem like he owns her and everyone else on the beach. This demonstrates patriarchal dominance as the print advert is making it look like he is more important than everybody else. Furthermore, by placing the beach on his body it shows that the male aftershave should be used at the beach.  

The Print advert also makes it obvious that it’s a beach by using sharks, pine trees and sand on the beach. Moreover, the use of the men's aftershave being on the print advert reinforces that the print advert is trying to promote the product. This is further emphasised by the print advert using the same house style as the product. For example, they have also used pine trees for the print advert. The comical piece of text “this fact has not been fact-checked" adds to the humorous images being displayed on the print advert.