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Old Spice: Redefining Masculinity in Advertising

Explore how the 2010 Super Bowl campaign by Old Spice aimed to target younger consumers through witty humor, challenging traditional male stereotypes. Dive into the complexities of male image and cultural perceptions of masculinity in a world where men spend billions on grooming products. Uncover the conflicting messages men receive in society as they navigate between being breadwinners, rebels, and action heroes. Learn more about how American men construct their masculine identities through everyday consumption in this thought-provoking analysis.

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Old Spice: Redefining Masculinity in Advertising

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  1. Anna Storkel Meghan Brown The Man Your Man Could Smell Like

  2. Different Scents for Different Gents • New campaign for Old Spice - came out for the 2010 Super Bowl • Main focus - gain younger consumer by using witty humor • Clever advertising with a clear voice

  3. Did you know? • Male Sex Roles - our cultures stereotype of the ideal man is a tough, aggressive, muscular man who enjoys manly sports. • Men spend $7.7 billion on grooming products globally each year.

  4. Manly Test • Study of masculinism - study of male image and the complex cultural meanings of masculinity. • Men receive mixed messages.

  5. Karate • American men pursue masculine identities through everyday consumption • Breadwinner • Rebel • Man-of-action hero

  6. Source: • Jill Neimark. “The Beefcaking of America.”Psychology Today 1 Oct 2009. Web. 3 Mar 2010.

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