The context of advertising changes with the times and culture. For example; in the 1970's this ad for Old Spice conveyed a different message compared to the ads of today.
The above image is a still of an old spice advert from the 1970's. The TV ad begins with a man surfing, with dramatic music consuming the background. Images of a women then start to fade into the image of crashing waves, and a deep voice then narrates: "Youll become yourself, your fine success, Old Spice, the classic fragrance, the mark of a man"
This still from an advert above is the Old Spice ad from 2012.
“Hello, ladies, look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me. Look down, back up, where are you? You’re on a boat with the man your man could smell like. What’s in your hand, back at me. I have it, it’s an oyster with two tickets to that thing you love. Look again, the tickets are now diamonds. Anything is possible when your man smells like Old Spice and not a lady. I’m on a horse.” - Text from the Old Spice advert.
As can be seen in comparison to the adverts above, the advert from the 1970's is about a man becoming a man, it speaks to men and offers them a chance to become a 'man'. It addresses men as if they are already manly, but need the facitilies to become the best man, a more manly-er man. In the 70's, the majority of the media surrounded women, as it was a time where women's rights were being persued and was a time of liberation for women. Leaving men feeling out of power. This ad attempts to bring back the 'manly' power through the use of dramatic, and manly images and sounds. Whereas, in the 2012 advert, the ad is directed at women although it is a product for men. Although the topic is still 'manly-ness' the advert urges women to have the man of their dreams, through getting their partners to use Old Spice "Anything is possible wen your man smells like Old Spice and not a lady" - Text from Advert. In the 1970's ad men were in charge of men, and in the 2012 ad, the women are in charge of the men.
“Hello, ladies, look at your man, now back to me, now back at your man, now back to me. Sadly, he isn’t me, but if he stopped using ladies scented body wash and switched to Old Spice, he could smell like he’s me. Look down, back up, where are you? You’re on a boat with the man your man could smell like. What’s in your hand, back at me. I have it, it’s an oyster with two tickets to that thing you love. Look again, the tickets are now diamonds. Anything is possible when your man smells like Old Spice and not a lady. I’m on a horse.” - Text from the Old Spice advert.
As can be seen in comparison to the adverts above, the advert from the 1970's is about a man becoming a man, it speaks to men and offers them a chance to become a 'man'. It addresses men as if they are already manly, but need the facitilies to become the best man, a more manly-er man. In the 70's, the majority of the media surrounded women, as it was a time where women's rights were being persued and was a time of liberation for women. Leaving men feeling out of power. This ad attempts to bring back the 'manly' power through the use of dramatic, and manly images and sounds. Whereas, in the 2012 advert, the ad is directed at women although it is a product for men. Although the topic is still 'manly-ness' the advert urges women to have the man of their dreams, through getting their partners to use Old Spice "Anything is possible wen your man smells like Old Spice and not a lady" - Text from Advert. In the 1970's ad men were in charge of men, and in the 2012 ad, the women are in charge of the men.
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