Old Spice: Gender Stereotypes

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Similar to the previous advertisements, Old Spice uses familiar tactics. Fishing for sharks or coming close to an active volcano, shown in figure 3, doesn 't usually come to the mind when describing masculinity. Figures three and four, Old Spice advertisements, show a toned man standing along the central vertical axis. The advertisement is shot at an eye level angle, letting the model look the viewers right in the eye, creating a separation of power. The model is presented as a large figure, creating a certain feeling of dominance. Figures three, four, and five exemplify how gender roles have established the male as the dominant and more powerful sex. Gender roles in 2017 have placed the male consumer under extreme pressure of maintaining their

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