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IB English SL FOA- Amolvir Singh
Transcript of IB English SL FOA- Amolvir Singh
Language & Literature
Further Oral Activity 1
Comparing Men Deodorant Advertisements
Both Axe and Old Spice are male grooming products
Old Spice for men was founded in the US in 1938 (now owned by P&G)
Axe was founded in France in 1983 (now owned by Unilever)
Who is the Targeted Audience?
Young adults/Teenagers audience (mostly male), all ethnicities.
Axe Excite may also appeals to women
Old Spice aimed particularly towards sporty men and middle aged men aswell
What Is The Purpose of These Adverts?
To successfully sell their products
To promote their brands
To promote the lifestyle (shows context):
urban, romantic, popular with women
: confident, powerful,positive
Ideal from a female perspective
"Cute" and unrefined
Does not seek attention
Masculine and powerful
No emphasis on intelligence
Emphasis on youth, beauty and innocence
Turning point: change in attitude in the end (give up divinity)
Perfume Attracts All "Sexy" Women (sexism)
Lack of interaction or interest in Manly Things
Weak and submissive housewife
Stereotypes and Roles of the Minor Characters
Create cultural environment
Nerdy/Unfit hockey guy
Wants to be athletic
Wants To Look Buff
Object of disdain
Movie-like and visually beautiful
Desaturated color scheme
Contrast between light and shadow
No eye contact with the audience
Varying camera angles, emphasis on close-ups
Small urban area
The man dominates most of the screen
Use of a celebrity(Terry Crews)
Product constantly present
Use of different senses
Breaking the fourth wall
Use of Language: 2
Emphasis on music
"Sexy Boy" by Fallen Angels
Absence of direct speech
Seductive, deep voice promoting the product
Images used shaped by language (body language)
Dominance emphasized by yelling and interrupting other characters
Woman's speech is stereotypical and submissive
Catchy theme tune
Special cliche voice effects (humor)
Uses Language To Evoke Your Inner"Big Man Ego"
Use of Language: 1
Woman raging at the angel
"Even angels will fall"
Product only mentioned in the end;Uses imagery in description
"Even Angels Will Fall"
Lack of product information in both adverts
Fast,Enunciated and loud speech
Overpowers the other characters;dominance
Use of Relatable Humour/Absurdity
Power of the product causes the man to lose his ability to speak
"Smell is power"
Old Spice sells the product directly
Axe Excite focuses more on the effect/hidden meaning
Differences in style to appeal to target audience and meet their purpose
Emphasis on visual effects
Both have a powerful impact on the audience Using extreme images and use of language
Help Shape the language that is used
General Town Folk-
Could be a town
Common Person Room
Thanks Alot For Listening :)
1."Axe (brand)." Wikipedia. Wikimedia Foundation, 17 Oct. 2013. Web. 18 Oct. 2013.
2. "Axe Lynx Excite - Even Angels Will Fall (HD)." YouTube. YouTube, 13 Oct. 2012. Web. 18 Oct. 2013.
3. "Boycott Axe Deodorant: The Latest Ad Campaign Proves That Sexism Sells." PolicyMic. N.p., n.d. Web. 18 Oct. 2013.
4. "Procter & Gamble." History of Old Spice. N.p., n.d. Web. 18 Oct. 2013.
5. "Terry Crews - Old Spice All Commercials." YouTube. YouTube, 20 Sept. 2012. Web. 18 Oct. 2013.