SWA #4

1.      I am analyzing two deodorant products, Old Spice for men and Secret (April, 2009, Cosmopolitan) for women.       

2.    The audiences for these ads are typically teenager to middle-aged men (Old Spice) and teenager to middle aged women (Secret).

3.        The Old Spice ad employs a well-lit atmosphere with a blue, tropical colored sky in the background. The man used for the model is physically strong, has a confident grin on his face, facial hair, and a mustache, all of which are classic American icons of masculinity. The various island scenes on his body, such as the sand, various island flora and fauna, woman tanner, stranded ship, volcano, etc are symbols of the beach life. 

           The Secret ad shows a toned, blonde haired woman in a bikini jumping into a pool confidently and with an almost independent mindset. She is at a party where party goers look on while she jumps in the pool with a smile on her face-the lighting, atmosphere, and dress of the party goers suggests it is a casual party.

4.       I chose these two ads because they are the first ideas that came to me- they are common products that are well advertised in many forms of media. The differences between these two ads are the stereotypes the appeal to. While Old Spice appeals to the image of a masculine, confident man with a particular theme about him (in this ad's case, the tropics), the Secret ad depicts a woman who is empowered to not hide her body from public-she is in a modest bikini that shows her armpits, and she is not afraid to be seen like this.